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photo by steed media service
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Multicultural Marketing Manager, Ford Motor Company
It takes an effective team to continually research and devise fresh and
exciting ways to market one of America’s oldest and most iconic brands.
Answering this call, Marc Perry, the multicultural marketing manager
for Ford Motor Company, and his colleagues work hard to find exciting
campaigns to match the company’s electrifying brands and models.
“My responsibilities are with Ford Lincoln Mercury and working with the
brand teams on each of the name plates such as the Ford Edge [and] the
Mustang,” explains Perry. “We [work] to come up with a marketing plan
and reach out and market these vehicles.” Perry and the advertising
agency Uniworld Group develop campaigns that target a multicultural
consumer base.
“These campaigns begin with doing market studies on who the consumers
are, how they match up with the kinds of vehicles we market to them,
and what’s really appealing to them,” Perry continues. “Then we begin
to test some concepts and ideas. There are multiple ways [that] we’re
able to reach consumers – maybe it’s radio, maybe it’s online – and we
have to leverage the best ones that we can.”
Perry has extensive history in the automotive industry. He’s worked in
dealerships, and after making the crossover to advertising, owned his
own firm for 10 years before returning to Ford. “The experiences we
gain along the way, we’re able to use and to repurpose them. I just
came full circle,” he says. “It’s a very rewarding job that I have.
Every day I look forward to doing what I do.” – todd williams
