One of Ford’s most dynamic chief officers is voluntarily stepping down next month, less than a year after introducing the company’s biggest marketing changeup in decades. Lisa Materazzo, who has served as chief marketing officer since 2023, will exit Ford on June 1, less than a year after introducing the “Ready Set Ford” brand campaign, which replaced a decade-old, well-known slogan. The Blue Oval has begun a search for Materazzo’s successor, and in the meantime, Global Product Marketing Executive Director Dean Stoneley will serve as the interim CMO.
Three Years Of Challenges
The 2024 Ford F-150 Tremor is a highly capable 4WD truck.Ford
Materazzo’s tenure at Ford was a difficult time for the company. Although it retained its best-selling vehicle status with the highly profitable F-150 pickup, many of the automaker’s products have been beleaguered by quality and dependability issues, with recalls for everything from loose-fitting exterior trim and faulty infotainment screens to problematic seat bolts that could lead to injuries in a crash. Although none of those problems are expressly related to marketing, Materazzo was nonetheless responsible for helping to restore Ford’s image in the eyes of the consumer. “Ready Set Ford” was the tentpole of that plan.
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The new company slogan was announced in September 2025, replacing “Go Further,” which had been part of Ford’s marketing strategy since 2012. The old tagline was aimed at Blue Oval employees as much as it was vehicle owners, encouraging everyone in the company to give 110 percent in the quest to produce cars people could rely on – a long decade of extensive recalls notwithstanding. “Ready Set Ford” is a brand anthem instead, promising a fresh new start for the company that was ready to go the distance and eventually win the race. It’s also a rally cry for existing customers, folks who come back generation after generation for a fresh new Super Duty, Mustang, or Explorer.
Front quarter view of a 2024 Ford Mustang GT3 race carFord
The fresh new marketing campaign accompanied many of the automaker’s forays into new spaces, including a high-profile entry into endurance motorsports with the Mustang GT3. That allows the company to lean hard into the racing-themed tagline.
We appreciate Lisa’s significant contributions to the Ford+ plan, including building a world-class team, driving customer loyalty and supporting our dealers around the world. We wish her the best in her next chapter.
Moving Forward In The Same Direction
Materazzo’s exit on June 1 doesn’t mean Ford will abandon its fancy new slogan. Her interim successor also served on the marketing team that came up with “Ready Set Ford,” but even before that, Stoneley proved his mettle as CEO of Ford Canada, then CEO of Ford Direct, where he implemented some advanced digital strategy and product marketing to bring success to those divisions. He clearly understands the importance of continuity in corporate branding.
As for Materazzo’s permanent replacement, there’s no word from Ford or any of the potential candidates. With an enthusiast like Jim Farley leading the company, it might do well for the Blue Oval to seek some marketing guidance from someone from another consumer-facing industry. Materazzo joined the company after leading Toyota USA’s marketing arm, but another leader with less automotive – but more consumer product – experience might help Ford diversify its efforts and speak to everyday consumers about their wants and concerns.
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Source: Ford
