Before I joined Trade, I did a long stint at Ogilvy & Mather — one of the largest integrated global agencies. I wore many hats there, my favorite of which may have been my role as the Global Content & Social Lead at Ford Motor Company.
As the lead for the Ford Content Factory — an in-house agency of 26 specialists focused on everything from public relations and marketing to product launches and daily storytelling using social media, broadcast and digital channels — I pushed the organization into uncharted waters. Under my leadership, the Content Factory embarked on a multi-year transformation into a global news and content marketing hub for Ford — re-defining the way the behemoth engages with consumers and key influencers. We revolutionized their approach to editorial, data and production, re-aligning these capabilities with Ford’s brand portfolio and business strategy.
We set out to increase intent to purchase and positively influence Ford’s reputation by operationalizing storytelling across multiple platforms, screens and regions. This allowed Ford’s stories to be stronger than ever while resonating with the consumption habits of an ever-evolving audience. I led everything from defining the global vision and hiring talent to reviewing creative and partnering with the executive team to foster success.
The Ford Content Factory helped the company maintain the top share of favorable voice against the competitive set across social platforms, launch an industry-leading media hub, and develop new data tools to inform storytelling