Ford has appointed Musa Tariq as vice president and chief brand officer.

The London born and educated 34 year old comes to Ford from Apple, where he was Global Marketing and Communication director for Retail. In this role, he launched several initiatives that enhanced the retail experience in more than 490 Apple stores and for more than 65,000 Apple Retail employees around the world.

After obtaining his bachelor’s degree from the London School of Economics, Tariq held leadership roles at JWT and Saatchi & Saatchi Advertising. He progressed to become a senior director of Social Media and Community at Nike, as well as the global head of Digital Marketing and later the first-ever director of Social Media at Burberry, prior to joining Apple.

At Ford Tariq is responsible for further building and differentiating the company’s Ford brand, one of the most valued in the world.He will work with Marketing, Communications and company leaders across the world to define, build and communicate the Ford primary brand and what it stands for with all stakeholders. His work will complement the successful vehicle nameplate brand marketing and communications work already in place.

Mark Fields, Ford president and CEO, commented: “As we grow our business, we’re also expanding our focus on and investment in building and differentiating our iconic Ford brand, which is known, loved and trusted around the world. Our opportunity is to connect with even more consumers and stakeholders – some who never have done business with Ford before – through compelling and culturally relevant marketing and communications. Musa has led transformational work at some of the world’s most admired brands, and he is a leader known for challenging convention. We’re excited for him to bring his expertise, knowledge and passion to Ford.”