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Thursday, September 30, 2021

Ford Creates New Global Merchandising Team


Ford thinks its brand is strong enough that they’ve now created a global brand merchandising strategy team which they hope would lead to an expanded collection of merchandise and accessories.

And at the helm of that newly created department? Alexandra Ford English.

“Anywhere you go around the world, you find passionate Ford fans and we want to offer them an inspiring collection of merchandise and accessories, and potentially even digital products like NFTs,” said English. “I’m so excited for this opportunity to create new ways for people to connect with our brand and grow the business.”

Ford says its deep connection to customers and unique place in popular culture provides untapped opportunities for merchandising growth.

English was elected to the Ford Motor Company board of directors in May, becoming the first female family member to serve on the board. Within the company, she has been a director in corporate strategy for Ford since March 2020, responsible for enterprise, connectivity and digital network strategy.

Before starting her Ford career in 2017, English managed profit and loss operations for customer-focused businesses in the merchandising divisions of Tory Burch in New York and Gap Inc. in San Francisco.

Prior to joining the strategy team, English was director of markets and operations for Ford’s Autonomous Vehicle LLC, where she was responsible for the successful deployment and operation of Ford’s autonomous vehicle business in Miami; Austin, Texas; and Washington, D.C.

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