Program Director- Audience Marketing

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The ABM Program Director is responsible for leading the day-to-day program management of Ford’s Audience Based Marketing (ABM) operating model across vehicles and campaigns. This role ensures the ABM workflow runs smoothly from audience discovery through activation, in-flight optimization, and final performance readouts—coordinating cross-functional teams across media, creative, strategy, analytics, site/experience, and CRM.

ABM is an audience-first, always-on approach that uses defined audience briefs, personalized creative/messaging, and continuous learning to drive measurable business outcomes. The Program Manager will be the operational hub that keeps timelines, dependencies, deliverables, and stakeholder alignment on track across channels including Digital OLA/Display, Paid Social, Digital Video,  experiences, and CRM.

• Own the ABM "operating system" (cadence, work streams, documentation, templates, status reporting) to ensure consistent execution across multiple vehicle teams.
• Stand up and maintain clear roles/responsibilities across stakeholders (strategy, analytics, creative, media/platform, web/experience, CRM, account leads).
• Establish and manage recurring meeting cadences (ABM oversight, channel work streams, cross-functional weekly reviews, performance readouts).

• Build and maintain the master integrated ABM plan across phases including: discovery, audience development, strategy development, end-to-end concepting, production, campaign launch, optimization, and analysis.
• Manage dependencies and approvals across teams to ensure channel deliverables ship on time and aligned to audience strategy.
• Track and coordinate delivery across key ABM work streams (e.g., OLA/display + social "always on," shopper/ARM video, landing page/site experience, and CRM).

• Coordinate development and circulation of audience briefs to replace (or complement) nameplate-led briefs, ensuring each audience has clear messaging territories, journey considerations, and channel implications.
• Partner with strategy and analytics teams to maintain the learning agenda, test/control design considerations, and measurement framework.
• Ensure audience-led creative and experience work stays aligned to strategic intent and brand standards across all channels.

• Partner with analytics and media/platform teams to manage weekly performance reviews, cross-channel reporting, and optimization tracking.
• Maintain visibility into KPIs (e.g., efficiency, engagement, site actions/hand-raisers, and other agreed ABM success measures) and ensure actions from performance learnings are implemented.
• Track continuous improvement actions (creative iterations, audience refinements, channel adjustments) and confirm operational follow-through.

• Serve as a central point of coordination across Ford stakeholders and agency partners (including media/platform teams, CRM partners, and channel leads).
• Facilitate clear decision-making by proactively surfacing risks, tradeoffs, resourcing constraints, and timeline impacts.
• Ensure consistent communication and documentation so all teams understand priorities, status, and next steps.