Former Apple exec will build the Ford brand.

The Ford Motor Company has hired brand expert, Musa Tariq, as Vice President and Chief Brand Officer, effective Jan. 30. Prior to joining Ford, Tariq was Apple’s Global Marketing and Communication director for Retail.

Ford says the move is part of its “expansion to an auto and a mobility company and its drive to go further in connecting and engaging with today’s consumers.”

In this new role, Tariq will be responsible for building and differentiating the Ford brand around the world.

“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,” said Mark Fields, Ford President and CEO. “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.”