Joy Falotico has helped transform Ford Motor Co.’s Lincoln luxury division into a brand worthy of going head-to-head with the likes of BMW, Mercedes-Benz, Jaguar Land Rover and others.
Clearly, consumers are responding to the repositioning. Lincoln sales were up a notable 8.3% in 2019, while sales at most other luxury brands were level with 2018 or declined.
For these reasons, Falotico has been selected as MediaPost’s 2019 Automotive Marketer of the Year. She will receive the honor April 8 at the MediaPost Marketing: Automotive conference during the New York Auto Show at Javits Center.
Falotico became president of The Lincoln Motor Co. in March 2018. She is also Ford’s CMO.
At Lincoln, Falotico is responsible for leading the evolution of Lincoln as a world-class luxury brand and overseeing Lincoln operations globally, including product development, marketing, sales and service. She is tasked with leading efforts to connect more closely with customers by identifying new opportunities to serve them.
Falotico has been a group vice president of Ford since 2016. She was previously chairman and CEO, Ford Motor Credit Co., with worldwide responsibility for the financial services business that supports Ford dealers and customers, along with the sale of Ford and Lincoln vehicles.
“Lincoln has created an engaging, emotionally appealing marketing program that brings to life its 'American Luxury' positioning,” says Ian G. Beavis, chief strategy officer at AMCI Global and one of the jurors for MediaPost’s Marketing: Automotive awards. “What is unique is their ability to achieve this in both their brand and retail work, a rarity in the automotive category.”
Falotico easily harnesses the passion of consumers, says Scotty Reiss, founder of A Girl's Guide To Cars and a juror for the Marketing: Automotive awards.
“Ford and Lincoln have become holistic in their product branding -- seeing product, image, communications and customer as connected," Reiss says. " It shows not just in their advertising, but in product development. Fast-forward to Lincoln’s thoughtful customer-centric product development and the marketing that follows; it all flows from Falotico’s leadership.”