In her role as the Lincoln Operations Manager for the Southeast Market Area of the Lincoln Motor Company– Charlotte, Atlanta, Orlando and Miami – Lorraine Alston oversees various aspects of marketing, advertising and experiential sponsorships that showcase Lincoln products to consumers.
What excites her about her job?
“In my current role, I’m very proud to be on the front line team that is responsible for reintroducing the new Lincoln Motor Company to our Lincoln dealers, existing owner base and most importantly to individuals who have never considered owning a Lincoln.” She continues, “It is very exhilarating to see that the events I create or coordinate have a direct impact on what people think about our products. It makes my job fun and exciting.”
Here, you can learn more about Alston’s professional background, how to move up the corporate ladder and break the glass ceiling when you reach the top. –yvette caslin
What is a typical workday like for you?
My typical work day varies between two major elements: Conference calls and strategy meetings surrounding advertising and marketing of our Lincoln product line by the Lincoln dealers in the Southeast market area and Planning and/or attending experiential activations events to showcase our Lincoln products.
How has your education and previous work experience prepared you for this role?
My marketing undergraduate and MBA from Florida A&M University as well as every previous assignment I’ve held over the last 18 years have provided me the fundamental understanding of marketing concepts and real world working knowledge of how to market a product to a consumer.
How do you stay abreast of changes and trends in your industry?
Real world experience in the market place that allows me to see the changes in customer demands, preferences and choices. Attending conferences and meetings that allow me to learn from others in the marketing field via best practices. Reading books and articles on the evolution of marketing in the automotive industry and the consumer marketplace in general.
How does your personal philosophy align and intersect with the company’s mission?
It’s a perfect combination. It’s why I’ve been with Ford Motor Company for 18 years. I believe in our one Ford values as they allow me to demonstrate my creative abilities in an environment that encourages passionate forward thinking and provides opportunities for me to demonstrate my abilities.
How does your job, your department or your division impact the company’s growth?
Directly! The work I do directly impacts the Lincoln image and purchase intentions of consumers which ultimately leads to more sales.
What are the five attributes critical for moving up within the company?
Passion, drive, courage, hard work and leadership
Do you see your role as being a change agent or a barometer? Why?
Yes, I’m definitely a change agent. Three to five years from now when we have an entirely redesigned line up of Lincolns on the road, we’ll have new proud owners because I had a hand in creating experiences that allowed them to be exposed to our vehicles.
What is your secret weapon in the battle of the glass ceiling and how are you deploying it?
By bringing my personal work ethic of creativity, leadership, drive and forward thinking to each role I’m in. By being my most authentic self. Realizing that I bring a skill set to that table that no one else possesses gives me the confidence to know that I have the power and abilities to be impactful and make a difference.
