In a strategic move aimed at strengthening its communications efforts, electric vehicle manufacturer Rivian has hired Sarah O’Brien as the company’s new Chief Communications Officer. O’Brien, who previously held prominent roles at Tesla and Apple during critical periods in their histories, brings a wealth of experience to her new position.
During her tenure at Tesla, O’Brien served as Vice President of Communications from September 2016 to August 2017, a pivotal time for the company as it launched the highly anticipated Model 3, Solar Roof, and Tesla Semi Truck. However, her stint at Tesla was short-lived, reportedly due to the tumultuous events surrounding CEO Elon Musk’s unsuccessful attempt to take the electric carmaker private.
Before joining Tesla, O’Brien spent over eight years at Apple, where she played a key role in leading communications for groundbreaking products such as the Apple Watch, as well as overseeing launches for the global iPhone, iPad, App Store, and the iTunes Music Festival. Her extensive experience in shaping brand narratives and effectively communicating product innovations makes her a valuable asset for Rivian.
Most recently, O’Brien served as Vice President of Executive and Product Communications at Meta, where she contributed to the company’s communication strategies. Now, she is set to embark on a new journey with Rivian, assuming her role as Chief Communications Officer starting on June 30, 2023.
Expressing her enthusiasm for the opportunity, O’Brien acknowledged Rivian’s early-stage position in its remarkable journey. She emphasized the company’s ambitious mission, which goes beyond creating electric vehicles that redefine the ownership experience. Rivian also aims to provide customers with tangible solutions to reduce carbon emissions in transportation and make a meaningful impact on the environment. O’Brien sees her role as an opportunity to share Rivian’s stories and inspire people worldwide to explore responsibly and preserve our natural world.
As Chief Communications Officer, O’Brien will have a broad range of responsibilities at Rivian. She will oversee the company’s communications efforts, including product communications related to upcoming models like the highly anticipated R2. Additionally, O’Brien will be responsible for managing Rivian’s brand reputation among consumers, keeping internal stakeholders informed of updates, and handling corporate communications encompassing media relations and public relations.
O’Brien’s appointment comes at a critical juncture for Rivian. The company is currently focused on scaling up its production capabilities while aiming to achieve positive gross margins by the second half of 2024. Effective communication will play a crucial role in Rivian’s ability to meet these targets. As a startup, establishing a reputable brand is essential for future success, and O’Brien’s expertise will be instrumental in shaping Rivian’s brand identity and fostering trust among customers by highlighting the unique aspects of the EV maker.
Another key objective for O’Brien will be attracting investors. Rivian’s stock has experienced a significant decline, mirroring the broader trend among startups, with an over 80% drop since the beginning of 2022. This decline poses challenges for raising funds through equity raises, making the role of communications in showcasing Rivian’s potential all the more critical.
Given O’Brien’s proven track record in leading communications efforts for companies like Tesla, Apple, and Meta during crucial periods, her appointment as Chief Communications Officer at Rivian underscores the company’s commitment to effectively navigate the challenges and opportunities that lie ahead. With her wealth of experience and expertise, O’Brien is well-positioned to shape Rivian’s narrative and drive its success in the competitive electric vehicle market.
