Manager, Shop & Buy Website

Lincoln Motor Company; Dearborn (MI); Hybrid; USD 116,000 - 218,000; Full time

Benefits offered by this job

Medical benefits

Parental leave

Tuition assistance

Vehicle discount

Paid holidays

Paid time off

Job summary

Ford Motor Company seeks a strategic Consumer Web Manager (Discover/Shop) to drive Ford’s online vehicle experience. You will connect business goals, customer insights, and digital marketing execution to modernize the consumer web and shopping journey.

You’ll lead cross‑functional teams, guide major launches, and optimize content with AI-enabled personalization. This leadership role demands 10+ years in digital marketing within automotive, and a proven ability to deliver measurable value.

Qualifications

• Bachelor’s degree in marketing, communications, or a related field.
• Minimum of 10 years of professional experience in automotive, brand marketing, digital marketing, or a related field.
• At least 10 years of progressively responsible digital experience, including leadership of complex cross-functional initiatives.
• Strong knowledge of advertising technology, SEO, AI optimization and generative optimization, and web platforms including Adobe Marketing Cloud and Salesforce.
• Experience advancing an integrated Content Supply Chain through AI, rendering, visualization, and related tools.
• Demonstrated leadership setting direction and enabling large-scale consumer engagement initiatives.
• Strong program and project leadership skills with clear governance and delivery.
• Ability to translate data into clear strategic recommendations for marketing decisions and business outcomes.
• Exceptional storyteller able to present insights to executives and partner teams.

Responsibilities

• Translate priorities into integrated digital marketing strategies across Tier 1 web experiences.
• Lead cross-functional teams to align website strategy, messaging, and execution.
• Own campaign planning and go-to-market for major launches and promotions.
• Direct agency teams to translate brand and product stories into compelling digital assets.
• Lead content strategy for vehicle content informed by consumer insights.
• Partner with Analytics to run test-and-learn on homepages and feature pages.
• Translate data into actionable briefs and messaging for agencies.
• Apply AI tools to enhance content development and personalization.
• Monitor industry trends and translate learnings for leadership.
• Oversee day-to-day website operations and governance across partners.

Skills

Cross-functional leadership

Digital marketing strategy

Content strategy

Agency management

Data-driven decision making

AI in marketing

Marketing analytics

Education

Bachelor’s degree in marketing, communications, or related field

Tools

Adobe Marketing Cloud

AEM

AAM

Analytics

Target

Salesforce

Job description

Overview

At Ford, you’ll work on ideas that matter, alongside passionate people who want to make a global impact. Together, we’re shaping the next era of transportation—grounded in purpose, driven by progress. Make your move.

• Job Type: Full time
• Work Type: Hybrid

Our Marketing, Sales & Service organization advances the Ford reputation as a visionary vehicle and mobility services company and helps deliver a trusted customer experience. Use your marketing, sales and service expertise to turn data-driven insights into innovative solutions that enhance sales and customer loyalty. Join us and be the eyes, ears and voice of Ford.

In this position…

Are you passionate about building brands through connected digital experiences? We are looking for a strategic, results-oriented leader to set the direction for Ford’s website strategy, creative execution, and marketing technology deployment.

The Consumer Web Manager (Discover/Shop) will bring Ford’s vehicles to life online by connecting business strategy, customer insights, and digital marketing execution. This strategic digital marketing leader will guide collaboration across Analytics and Data, User Experience, Brand Marketing, and Digital Product Management teams to create connected website experiences that engage prospects, support the shopping journey, and deliver measurable business value.

What you’ll do…

• Lead the translation of Product, Brand, Integrated Services, and business priorities into integrated digital marketing strategies and campaigns that deliver measurable results across Ford’s Tier 1 consumer web experiences.
• Serve as the senior cross-functional lead across Product, Brand Marketing, Integrated Services, Global Digital, Media Communications, Global Media & Partnerships, Analytics & Data, User Experience, and agency partners to align website strategy, messaging, and execution.
• Own campaign planning and go-to-market execution for major launches, product enhancements, promotional moments, incentives, and targeted audience initiatives, ensuring high-visibility programs are coordinated across owned and paid media.
• Direct agency creative teams in translating Ford’s brand and product stories into clear, compelling Tier 1 digital assets that drive consideration, engagement, and conversion.
• Lead content strategy specialists in managing vehicle and feature content informed by consumer needs, behaviors, audience requirements, and shopping-journey insights.
• Partner with Analytics and Data teams to advance test-and-learn plans across vehicle homepages and feature pages, using performance insights to shape optimization and personalization recommendations.
• Translate complex program, offer, and audience data into accurate, consumer-friendly messaging, while establishing clear briefs and streamlined inputs that enable agency partners to execute efficiently.
• Apply agentic and generative AI tools to enhance content development, improve workflow efficiency, and support more personalized digital experiences.
• Monitor competitors, emerging consumer behaviors, and industry best practices, and regularly translate digital marketing learnings into actionable recommendations for Ford leadership and partner teams.
• Own day-to-day core website operations, maintaining alignment in tone, messaging, governance, and delivery through agency leadership and cross-functional collaboration.
• Drive process improvements across internal Ford teams and external partners to strengthen operating discipline, accelerate delivery, and improve the quality and consistency of consumer-facing experiences

You’ll have…

• Bachelor’s degree in marketing, communications, or a related field required.

• Minimum of 10 years of professional experience in automotive, brand marketing, digital marketing, or a related field.

• At least 10 years of progressively responsible digital experience, including leadership of complex, cross-functional initiatives.

• Strong knowledge of advertising technology, search engine optimization (SEO), AI optimization and generative engine optimization (AIO/GEO), and web technologies and platforms, including Adobe Marketing Cloud (AEM, AAM, Analytics, and Target) and Salesforce.

• Experience advancing an integrated Content Supply Chain through agentic and generative AI, rendering, visualization, 2D drawing, image-editing, and manufacturing tools to accelerate scalable content creation, optimization, personalization, and delivery.

• Demonstrated leadership in setting direction, mobilizing cross-functional teams, and enabling the execution and measurement of large-scale consumer engagement and marketing initiatives.

• Strong program and project leadership skills, with the ability to establish clear priorities, governance, and ways of working that empower teams and agency partners to deliver high-quality work efficiently.

• Proven ability to interpret complex business, customer, and performance data; identify meaningful patterns and actionable insights; and translate findings into clear strategic recommendations that guide marketing decisions and business outcomes.

• Exceptional storyteller with the ability to synthesize data, insights, and business context into compelling narratives and executive-ready presentations that align agency partners, influence Ford leadership, and drive action.

As an established global company, we offer the benefit of choice. You can choose what your Ford future will look like: will your story span the globe, or keep you close to home? Will your career be a deep dive into what you love, or a series of new teams and new skills? Will you be a leader, a changemaker, a technical expert, a culture builder…or all of the above? No matter what you choose, we offer a work life that works for you, including:

• Immediate medical, dental, vision and prescription drug coverage
• Flexible family care days, paid parental leave, new parent ramp-up programs, subsidized back-up child care and more
• Family building benefits including adoption and surrogacy expense reimbursement, fertility treatments, and more
• Vehicle discount program for employees and family members and management leases
• Tuition assistance
• Established and active employee resource groups
• Paid time off for individual and team community service
• A generous schedule of paid holidays, including the week between Christmas and New Year’s Day
• Paid time off and the option to purchase additional vacation time.

This position is leadership level 6 and ranges from $115,500-$218,100.

Final determination of salary grade will be based on candidate’s skills and experience, and base salary will be set within the applicable range according to job scope, responsibility and competitive market value.

Internal applicants: moving into this role may result in an adjustment to your current compensation based on the posted pay range for this role, taking into consideration your qualifications and other relevant factors.

Visa sponsorship is not available for this position.

Candidates for positions with Ford Motor Company must be legally authorized to work in the United States. Verification of employment eligibility will be required at the time of hire.

We are an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, age, sex, national origin, sexual orientation, gender identity, disability status or protected veteran status. In the United States, if you need a reasonable accommodation for the online application process due to a disability, please call 1-888-336-0660.

This position is hybrid with a requirement to be onsite four or more days per week. #LI-Hybrid