Matt VanDyke, a veteran Ford Motor Co. advertising govt who final yr turned chief govt of the corporate’s FordDirect three way partnership with sellers, is leaving the automaker to turn into president of Shift Digital, a supplier of digital advertising.
VanDyke will assume the brand new place on June 28.
“Client shopping for habits are altering dramatically as extra folks embrace the digital buying expertise, and it’s important that automakers and sellers ship an distinctive shopper expertise on the model degree and throughout particular person seller websites. sellers,” VanDyke stated in a press release. “The chance to affix Shift Digital permits me to increase my data and influence extra manufacturers and retailers because the trade goes by way of this digital evolution.”
Shift Digital stated it’s within the midst of increasing its automotive clients and including new ones within the powersports, heavy gear and hospitality industries. It has greater than 600 workers with 5 workplaces in North America.
A Ford spokesman didn’t instantly reply to a request for remark and it was not instantly clear who would change VanDyke as chief govt of FordDirect.
VanDyke spent 14 years at Ford in a wide range of advertising roles. From 2018 to 2021, he was the corporate’s chief advertising officer, liable for main Ford’s built-in communications, digital shopper expertise, model alliances, income administration and retail methods.
In recent times, he helped information the advertising technique across the launch of the redesigned F-150 and the brand new Bronco SUV, and led the corporate’s “Constructed for America” and “Constructed to Lend a Hand” promoting 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 automobiles with data-driven advertising and promoting.