The ABB FIA Formula E Championship has appointed Jerome Hiquet as Chief Marketing Officer starting immediately, strengthening the growing workforce ahead of Season Five and a “new era of electric street racing.”

Working for renowned brands over the space of nearly two decades, Hiquet brings a wealth of experience in both marketing and events—making the transition to Formula E from his previous position as CMO at Tough Mudder.

Hiquet joins the ABB FIA Formula E Championship as the series moves to accelerate its focus towards more consumer-facing activities, implementing and transferring his expertise across areas including marketing, communications and media.

Listed as one of the top-40 marketing innovators to watch by PR Week in 2015, Hiquet studied at KEDGE Business School in Bordeaux, France and Instituto Tecnológico y de Estudios Superiores de Monterrey, Mexico.

“It’s with great pleasure that I welcome Jerome as Chief Marketing Officer and the newest member of the senior management team at Formula E,” FIA Formula E Founder & CEO Alejandro Agag said. “The ABB FIA Formula E Championship continues to attract top talent across each aspect of the business — both on and off the track. Jerome has an abundance and array of experience — matched with equal levels of ambition to help drive the sport forward.”

For more information, visit FIAFormulaE.com.