Matt VanDyke, a longtime Ford Motor Co. advertising and marketing government who final yr grew to become CEO of the corporate’s FordDirect three way partnership with sellers, is leaving the automaker to grow to be president of Shift Digital, a digital advertising and marketing vendor.
VanDyke will assume the brand new position June 28.
“Consumer purchasing habits are dramatically changing as more individuals embrace the digital buying experience, and it is critical that automakers and dealers deliver an exceptional consumer experience at the brand level and dealers’ individual sites,” VanDyke mentioned in an announcement. “The opportunity to join Shift Digital enables me to expand my knowledge and impact more brands and retailers as the industry goes through this digital evolution.”
Shift Digital mentioned it’s within the midst of increasing its automotive shoppers and including new ones within the powersports, heavy gear and hospitality industries. It has greater than 600 workers with 5 places of work in North America.
A Ford spokesman didn’t instantly reply to a request for remark and it was not instantly clear who would substitute VanDyke as CEO of FordDirect.
VanDyke spent 14 years at Ford in a wide range of advertising and marketing roles. From 2018 to 2021, he was the corporate’s director of selling, accountable for main Ford’s built-in communications, digital shopper expertise, model alliances, income administration and retail go-to-market methods.
In current years, he helped information the advertising and marketing technique across the launch of the redesigned F-150 and new Bronco SUV, and led the corporate’s “Built for America” and “Built to Lend a Hand” advert campaigns.
Since early 2021 he has served as CEO of FordDirect, a three way partnership between the corporate and its retail community tasked with serving to sellers promote extra autos with data-based advertising and marketing and promoting.