The appointment of Suzy Deering is an unusual step for the auto industry, as people from outside the industry rarely make it to the high positions there. Deering, who will join Ford as Chief Marketing Officer in January, has so far little automotive experience, but a lot of tech know-how. This shows where the journey is headed – towards more customer orientation and in competition with brands such as Tesla, Uber and Lyft.
Suzy Deering previously worked for Ebay for more than five years as Head of Marketing for North America and worldwide. Further stations in her career were the advertising agency Moxie and the marketing departments of Home Depot and Verizon.
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Her predecessor, Joy Falotico, can now concentrate on her role as head of the Lincoln Motor Company. She previously held both positions for three years.
Deering’s tasks at Ford are to modernize marketing, strengthen the brand strategy and promote young talent. At the same time she is responsible for the marketing of Ford in North America. This is where Ford makes around 70 percent of its sales.
The 51-year-old reports to Kumar Galhotra, head of Ford Americas and International Markets Group. “We put more decisions in the hands of the people who are closest to the customers,” says Galhotra. “That makes marketing more important than ever. Suzy, with her first-class knowledge, will make a decisive contribution to modernizing us, understanding customers better and ours Redefining brands so they can grow. “
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