Rolls-Royce Motor Cars Ltd. taps rival Aston Martin Lagonda Ltd. for its new global marketing head, naming 20-year veteran Graham Lenden to the post.

Lenden last held the title of head of operations at Aston, where he oversaw sales, marketing and after-sales functions for the auto maker’s U.K. and Asia/Pacific regions.

In his new post, Lenden will oversee worldwide marketing from Rolls-Royce’s headquarters and manufacturing operations in Goodwood, U.K. He replaces Paul Ferraiolo, who took over as president of Rolls-Royce Motor Cars North America July 1.