DEARBORN, Mich. -

New leadership is set to guide FordDirect beginning on Feb. 1.

In a move cheered by an Ohio dealer and chairman of the FordDirect board of managers, the joint venture between Ford and its franchise dealers announced on Friday that it has been appointed Matt VanDyke as chief executive officer.

And also effective at the start of February, the FordDirect board announced the promotion of Mike Gingell to chief operating officer.

The leadership moves for the team responsible for delivering marketing and advertising solutions to Ford and Lincoln dealers throughout the United States arrived as the Blue Oval is rolling out its 2021 new-model lineup, which includes a hybrid version of the automaker’s bell cow — the F-150.

“We are thrilled to have Matt VanDyke lead the FordDirect team,” said Mike Pallotta, president of Pallotta Ford Lincoln in Wooster, Ohio and chairman of the FordDirect board of managers. “His passion for the digital auto retailing business is clear. His experience around the world shepherding the Ford and Lincoln brands, along with his knowledge of FordDirect following two terms as a board member, will serve him well as CEO.

“Our board is confident Matt will continue the positive momentum FordDirect has made in its digital transformation. Our mission is to help Ford and Lincoln dealers sell and service more cars and trucks. Matt is the best person to lead this team in continuing that work,” Pallotta continued in a news release.

VanDyke, was most recently director of marketing for Ford. Beginning in 2018, VanDyke led integrated communications, digital consumer experience, brand alliances, revenue management, and retail go-to market strategies.

Prior to that role, VanDyke was vice president of marketing for Ford of Europe, where he oversaw the Fiesta and Focus vehicle launches and led the piloting of various digital and retail consumer experiences, the rollout of new Ford websites, and the development and introduction of e-commerce solutions.

He also served on the FordDirect board for more than five years.

“I know the power of the Ford and Lincoln brands, and it is no secret that our Ford and Lincoln Dealers across the country are crucial in connecting those brands with interested consumers,” VanDyke said. “It is an honor to work with the FordDirect team to continue building our dealer relationships with the outstanding digital connections we can provide. I am excited to get to work to drive FordDirect forward.”

VanDyke joined Ford in 2008 as director of U.S. marketing communications and global fixed marketing, where he led Ford and Lincoln advertising.

In 2012, VanDyke and his team began the Lincoln transformation, including rebranding and developing a new product and experience strategy for the badge.

The company said VanDyke’s focus was revitalizing Lincoln in North America and launching the brand in China. In 2016, he became director for Global Lincoln, leading the marketing, sales and service team for the luxury brand.

Outside of his Blue Oval responsibilities, VanDyke also serves on the board of the Association of National Advertisers.

Meanwhile, Gingell is set to become COO of FordDirect, which he joined as senior vice president, product, marketing and dealer engagement in 2019.

The company mentioned Gingell has been responsible for delivering products that are designed to help Ford and Lincoln dealers maximize their digital resources by increasing new vehicle and service sales. He also oversaw the FordDirect dealer engagement team and FordDirect’s internal and external marketing and communications strategies.

Prior to joining FordDirect, Gingell spent more than 20 years in the automotive information industry and has led teams that have focused on delivering data and technology solutions for automotive OEMs, automotive retailers, the automotive aftermarket, the commercial truck industry and the F&I market.