DEARBORN, Mich., Jan. 28 (UPI) -- U.S. automaker Ford Motor Co. said it was promoting Elena Ford -- a relative of its founding family – to coordinate its global marketing campaigns.
Her job will involve researching the company's disparate national and international marketing programs.
"This is a really big deal for Ford," said the company's chief of marketing Jim Farley in a joint interview with Elena Ford, great-great-granddaughter of Henry Ford, The Detroit News reported Wednesday.
In the past, "marketing has always been a regional activity," he said.
Ford's title would be director of global marketing, sales and service, a new position at the company, the News said.
Ford joined the company in 1995. Her first position involved marketing trucks. Her most recent position was the head of global brand and marketing at Ford's financial company Ford Credit.
"Elena Ford has a down-to-earth attitude, but enough global exposure to lead this charge effectively," said Rebecca Lindland at consulting firm HIS Global Insight.