Ford has split its marketing function across Europe into two separate roles for consumer and product marketing, and has poached a senior marketer from Nissan to handle the latter.
Murat Yalman, who was previously vice president of product and market strategy at Nissan in the US, has been appointed as vice president of product marketing.
Andy Eggleston, vice president of marketing for Ford of Europe, becomes vice president of consumer marketing.
Eggleston, who joined Ford last year from management consultancy AT Kearney, will be focusing on Ford’s e-commerce retail development and customer relationship management.
Ford chief executive Jac Nasser recently said e-commerce was the car company’s primary challenge, while improving customer satisfaction was its second.
Yalman takes over from Eggleston as the main contact for Ford’s advertising agencies Young & Rubicam and Ogilvy & Mather.
Both Yalman and Eggleston will report to Earl Hesterberg, vice president marketing, sales and service, and will be based in the UK at Ford of Europe’s offices in Brentwood.
Hesterberg said: “Andy’s team will represent the ‘voice of the customer’ within our corporate planning activities, and will allow maximum focus on the company’s top corporate priorities.”
He added that Yalman’s appointment would enable the company to support its new product programmes and he would be charged with strengthening the overall brand image of Ford in Europe.