Ford Nabs Former eBay Marketer as New Global CMO

Suzy Deering joins the automaker as marketing is 'more important than ever'

suzy deering
Suzy Deering is the latest in a slew of new appointments at Ford Motor Company. Ford

After a nearly two-month search, Ford has a new global chief marketing officer. Suzy Deering will join the auto brand on Jan. 4, replacing Joy Falotico, who served as president of the Lincoln brand and CMO of Ford since 2018.

Deering joins Ford after more than five years at eBay, where she served as the company’s worldwide and North American CMO.

In her new gig, Deering will be tasked with “modernizing marketing, driving brand strategy and best practices” at Ford.

“Technology will be a powerful part of Ford’s transformation and how we enhance and release the huge value of our iconic brands,” Deering said in a statement. “My team will be involved from end-to-end on behalf of customers—better connecting with them, using data to foresee and deliver what they need, and earning and keeping their trust.”

In October, on new CEO Jim Farley’s first day, the brand announced that Falotico would transition to running the Lincoln brand full time.

“We’re putting more decision-making in the hands of our people who are closest to customers,” said Kumar Galhotra, Ford’s president of the Americans and international markets. “That makes marketing more important than ever, and Suzy’s world-class background will be vital to modernizing our approach, dialing up our understanding of customer ambitions and redefining our brands to help us grow.”

Buoyed by truck purchases amid the pandemic, Ford outperformed Wall Street expectations and launched the newest model of its best-selling F-150 pickup earlier this summer, revived its infamous Bronco SUV, and netted $2.4 billion net income in the third quarter.

Deering is just the latest major executive appointment to come from Ford in recent months, following the arrival of Farley as well as the hiring of John Lawler as CFO in October.

@RyanBarwick ryan.barwick@adweek.com Ryan is a brand reporter covering travel, mobility and sports marketing.
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