Great granddaughter Elena Ford has held four director-level positions at Henry's car company, and her newest assignment may be the most important yet. Elena has been named the Blue Oval's new global marketing director, reporting to marketing vice president Jim Farley. Ms. Ford's new responsibilities center around unifying marketing campaigns for global products.
The first new vehicle to be marketed with a unified campaign will be the 2011 Ford Focus, which goes on sale in late 2010. the unified marketing message will save the company a lot of money by using single-source ad companies, production crews, and company staff. Elena's previous position at the family business was executive vice president of global brand and marketing for Ford Motor Credit. Official press release after the jump.
FORD STRENGTHENS GLOBAL MARKETING FUNCTION AS NEXT STEP IN IMPLEMENTING 'ONE FORD' VISION
* Ford establishes a Global Marketing, Sales and Service Operations office to integrate and drive a more consistent and compelling connection with customers around the world
* Elena Ford named to new position of director, Global Marketing, Sales and Service Operations to lead implementation of the company's "One Ford" marketing vision
* New global Ford Focus small car in 2010 will be the first product to benefit from global coordination
DEARBORN, Mich., Jan. 27, 2009 – Ford Motor Company today announced changes to its Global Marketing organization to create a more consistent and compelling connection with customers worldwide, while better leveraging the company's global assets and capabilities.
Leading the effort will be Elena Ford, 42, who has been named director, Global Marketing, Sales and Service Operations, reporting to Jim Farley, Ford group vice president, Marketing and Communications. Elena Ford, who is currently executive vice president, Ford Motor Credit Company Global Brand and Marketing, begins her new assignment Feb. 1.
"Enhancing the Global Marketing organization is the next step in our One Ford vision to integrate Ford's worldwide operations and leverage our scale and expertise," Farley said. "Elena brings a wealth of experience to the new position and is the ideal leader to drive a coordinated approach for our worldwide marketing efforts and speak with one consistent and compelling voice to customers."
This marketing approach follows consolidation of Ford's global product development activities in 2006 and global purchasing operations in 2008. It also reflects an aggressive move to global vehicles. All Ford vehicles competing in global segments will be common in North America, Europe and Asia within the next five years. They include Fiesta- and Focus-sized small cars, Fusion- and Mondeo-sized mid-size cars and utilities, and commercial vans.
In the newly established role, Elena Ford will be responsible for:
* Leading Ford's Global Marketing, Sales and Service Operations to drive commonality and standardization of marketing resources. This includes integrating the company's marketing team members, global agencies and other supplier partners with a common and integrated plan to bring new global vehicles to market.
* Driving a governance process on strategic and operations matters across Marketing, Sales and Service.
* Enhancing Ford's brand image around the world.
* Driving greater presence of the Ford brand at global auto shows and other consumer-facing events to create a more experiential connection with customers.
* Expanding the offering of Ford-branded licensed merchandise around the world.
The new Ford Focus global small car – which will be introduced in North America, Europe and Asia nearly simultaneously in 2010 – will be the first vehicle to benefit from global coordination. The new Focus' introduction will build on lessons learned from the current launch of the new Fiesta, the company's first global product under its One Ford vision.
In addition to a more consistent and higher-quality communication of the new Focus around the world, Ford expects that a globally integrated marketing launch will result in millions of dollars of cost savings.
"Our new products are being recognized for excellence around the world, and they are leading the competition in quality, fuel efficiency, safety and smart technologies," Farley said. "Now, our job is to more effectively and efficiently connect these great products with our customers and build on Ford's strength as one of the world's most admired companies and brands."
Elena Ford joined the company in 1995 as the truck advertising specialist for Ford Division. She has held marketing leadership positions representing all regions and brands around the world.
Prior to her current assignment at Ford Credit, she has served as: director of North America product marketing, planning and strategy; director of North America product marketing; director of Ford Division product marketing; and director of Business Strategy for International Automotive Operations.
Before joining the company, Elena Ford was a senior account executive for Wells, Rich Green Advertising in New York. She is the great-great-granddaughter of company founder Henry Ford.
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Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 224,000, employees and about 90 plants worldwide, the company's wholly owned brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.