The WPP l Ford team is an essential part of a larger, dynamic agency ecosystem that serves Ford Motor Company and its many diverse units around the world. The WPP l Ford team is the global marketing partner providing WPP’s depth and breadth of expertise across Communications, Experience, Commerce & Technology. Our offering leverages WPP agencies’s strategic area of expertise with VML leading Brand & Customer Experience; Mindshare in Media; GTB in Precision Retail Marketing; Makerhouse in Brand Design & Production; Zubi & UWG in Multicultural; and H+K in Corporate Communications/Public Relations, among other key WPP specialists.  As such, WPP l Ford team members often work in a highly collaborative environment, with direct exposure across virtually every discipline of modern marketing. 

ABOUT THE OPPORTUNITY

This is an exciting opportunity to join and lead the team dedicated to WPP’s critically important client, Ford Motor Company as we look to identify a strategic and creative thought-leader. The Customer Strategy & Planning Director serves as the lead strategist for Ford products and services offered after purchase—parts, vehicle service & maintenance, vehicle personalization products, digital product subscriptions. Areas of responsibility include:

• Retail Services Marketing: Customer pay maintenance and repair at Ford and Quick Lane Tire and Auto dealers – familiarity with automotive aftermarket competitors is desired.
• Parts Wholesale: B2B communications strategies designed to drive sales of Ford mechanical and collision parts to Ford Dealer service operations and affilicated repair facilities.
• Owner Education: Content strategy that addresses the pain points and operational questions of vehicle owners with a specific emphasis on new electric vehicle owners (i.e., vehicle charging, vehicle care and maintenance).
• Retention/Loyalty: Activations and data-centric analysis to reach and engage customers in the post-purchase lifecycle (Owner LTV).

Excellent business strategy and analytics experience is necessary to ensure a data-driven foundation of business and consumer insights. Strong omnichannel communications and business strategy background, with exposure to mass, digital and social, is essential to expertly guide deliver.

Reporting to the Executive Director, North American, this role is will contribute to the greater Ford strategy community, which includes customer experience (CX), Ford Pro, Ford Credit, Demand Generation/Conquest, Multicultural and Transformation teams.

RESPONSIBILITIES

• Lead the RSM (Retail Service Marketing) communciations strategy team in partnership with account and creative departments.
• Core member of client facing solutions team helping provide strong initiative and compelling thought leadership and proactive creativity/innovation, leveraging WPP’s resources (and others as necessary) to address the short and long term strategy needs for Ford.

• Apply informed, data and fact-driven views of how diverse insights drive brand platforms, cross-channel campaign executions—especially in the current context of media fragmentation, technology proliferation, consumer empowerment, data privacy and globalization.
• Deliver strategic outputs that include consumer research, empirical data analysis, briefs, positioning, journeys, competitive analysis and content strategy.
• Develop marketing communciations platforms based on knowledge / understanding of multi-level sales organizations and “brand at retail.”
• Help integrate communications strategies for national, regional, local applications.