Back in 2018, The Blue Oval named Elena Ford – the great-granddaughter of company founder Henry Ford – as its new Chief Customer Experience Officer, where she was tasked with identifying and addressing customer pain points, or areas in which buyers feel underserved. Now, Ford is moving on to yet another new role as one a handful of leadership changes that were just announced by FoMoCo as it continues to shake up its ranks amid ever-changing times.
Ford will now take over as the automaker’s chief dealer engagement officer, where she will work the company’s roughly 10,000 dealers in an effort accelerate their transformation into a competitive differentiator. Ford will collaborate with those dealers in an effort to increase the consistency and efficiency of the company’s global dealer council’s governance, improve retail facilities, modernize training and development, become more diverse, further raise community engagement, and amplify best practices.
In addition to this move, Ford also announced that it has hired former Toyota marketing executive Lisa Materazzo to be its new global chief marketing officer, where she will lead advanced product planning and all marketing activities across Ford Blue, Ford Model e, and Ford Pro in addition to overseeing Ford Performance and Lincoln.
Finally, Ford also revealed that William Clay Ford III – son of Ford Executive Chair Bill Ford and a fifth-generation member of the founding Ford family – is joining the company as the new general manager of Ford Performance, where he will help build out that entity as a business and lifestyle brand, working closely with product development, marketing, dealers, merchandising, and other Ford teams.
“Nothing matters more to me than Ford’s reputation and brand, and Ford Performance is in a unique position to grow the passion for our brand throughout the world,” Ford III said. “We have the best high-performance product lineup and the most exciting motorsport schedule that I have seen in my lifetime, with more to come. I’m excited by the opportunity to use Ford Performance to create new ways for our customers and fans to experience and love our brand, whether or not they own one of our vehicles.”