Ford Motor Company announced 19 May that Lisa Materazzo, global chief marketing officer, will depart the company effective 1 June, concluding three-year tenure during which she spearheaded “Ready, Set, Ford” global brand strategy whilst modernizing the automaker’s marketing function amid industry transformation toward electric vehicles and digital commerce.

Dean Stoneley, global product marketing executive director, assumes interim global CMO role as Ford searches for permanent successor. The departure arrives months after September 2025 launch of Ford’s new brand platform, timing suggesting either strategic disagreement or external opportunity emerged following campaign execution rather than before.

Since joining Ford in 2023 from Toyota, where she spent 20 years rising to top North American marketing executive, Materazzo led marketing modernization supporting Ford+ plan segmenting business into Ford Blue (internal combustion), Ford Model e (electric vehicles), and Ford Pro (commercial) divisions.

The “Ready, Set, Ford” campaign represented her signature achievement, positioning brand around accessibility and American heritage whilst acknowledging automotive industry’s technological disruption. The platform launched through television commercials, billboards, and digital advertising emphasizing Ford’s readiness for electric future without abandoning core truck and SUV strengths.

“We appreciate Lisa’s significant contributions to the Ford+ plan, including building a world-class team, driving customer loyalty and supporting our dealers around the world,” stated Jim Farley, Ford president and CEO. “We wish her the best in her next chapter.”

Materazzo characterized her tenure as “one of the most dynamic and transformational periods in the auto industry,” noting in LinkedIn post: “Working alongside talented colleagues across Ford, Lincoln, and Ford Pro, partnering with amazing dealers, and collaborating with outstanding agency partners to help evolve one of America’s most iconic brands has been among the most rewarding experiences of my career.”

Stoneley brings automotive marketing credentials spanning operational and commercial leadership. He previously served as CEO of Ford Canada and CEO of FordDirect, the automaker’s digital marketing joint venture with dealers, providing familiarity with dealer network relationships and digital strategy increasingly critical as automotive retail shifts online.

“Dean has a proven track record of global marketing leadership…and brings extensive experience in digital strategy and advance product marketing to the role,” Farley stated, signaling Ford values operational expertise alongside creative vision for permanent CMO successor.

The departure reflects broader automotive marketing volatility as traditional automakers navigate electric vehicle transition whilst maintaining internal combustion profitability. CMOs face dual mandate: building excitement around electric future without alienating customers still purchasing gasoline vehicles generating current revenue.

Ford’s marketing challenges compound given Model e division’s unprofitability, the unit lost billions in 2024-2025, whilst Blue division’s trucks and SUVs remain profit generators. Balancing messaging celebrating innovation whilst protecting cash-cow products requires political dexterity beyond typical marketing skill sets.

For marketing industry observers, Materazzo’s brief tenure raises questions about CMO stability at legacy automakers facing existential transformation. When business model disruption occurs simultaneously with leadership transition, successful marketing leadership becomes exceptionally difficult, requiring alignment between long-term brand evolution and short-term sales targets that organizational patience rarely tolerates.

Ford hasn’t disclosed Materazzo’s next destination, though her departure timing suggests planned transition rather than abrupt exit. Whether she pursues another automotive CMO role, a technology company opportunity, or consulting remains undisclosed.

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