General Manager, Fathom

Fathom is the first vehicle launched on Ford's Universal Electric Vehicle Program, formed as a skunkworks development team to develop affordably priced, high volume, and mass market electric vehicles. The skunkworks program combines Ford's industrial expertise with technical talent drawn from high-technology firms in California and around the world.

The General Manager- Fathom is a pivotal leadership role responsible for setting the strategic direction, orchestrating the launch, delivering outstanding in-market results, and driving end-to-end P&L performance for the all-new Universal Electric Vehicle (UEV) Ford Fathom vehicle line.

In this role, you will lead the consumer marketing, go-to-market execution, and product line performance teams. You will serve as the key integrator across a matrixed global ecosystem-collaborating closely with Product Marketing, Research, Communications, UEV Engineering, Finance, Industrial Systems, Digital Services, Accessories, and Vehicle Servicing-to deliver a profitable, and breakthrough vehicle that resonates with customers and wins at scale in the market.

The General Manager- Fathom is a pivotal leadership role responsible for setting the strategic direction, orchestrating the launch, delivering outstanding in-market results, and driving end-to-end P&L performance for the all-new Universal Electric Vehicle (UEV) Ford Fathom vehicle line. In this role, you will lead the consumer marketing, go-to-market execution, and product line performance teams. You will serve as the key integrator across a matrixed global ecosystem-collaborating closely with Product Marketing, Research, Communications, UEV Engineering, Finance, Industrial Systems, Digital Services, Accessories, and Vehicle Servicing-to deliver a profitable, and breakthrough vehicle that resonates with customers and wins at scale in the market.

You Will...

Portfolio & Segment Strategy

• Translate Ford's long-term UEV vision into actionable, high-impact commercial strategies, determining resource allocation, capital investments, and cycle plan prioritization.

• Own the North American (NA) Retail Strategy and market entry execution for Fathom, ensuring alignment with overall enterprise goals.

• Lead high-priority strategic studies and initiatives aimed at optimizing platform efficiency, reducing material costs, option mix optimization and maximizing market competitiveness.

• Define target portfolio roles, product positioning, customer personas and volume/share expectations to Fathom as a market leader in its segment.

• Lead discussion and decisions among regional, national, and international Dealer governance committees.

P&L Ownership & Financial Performance

• Accountable for the comprehensive budget, end-to-end vehicle P&L, and bottom-line margin delivery.

• Own vehicle line pricing strategy, cost positioning, incentive management, and profit optimization across the entire vehicle lifecycle.

• Lead cross-functional Vehicle Line Performance Reviews, Total Value Management (TVM) initiatives, and warranty reduction projects to maximize vehicle margins and drive cost efficiencies.

• Drive the cross-functional execution of EBIT opportunities and deliver comprehensive inputs to the annual business planning cycle.

Go-To-Market & Consumer Marketing Execution

• Maintain direct line responsibility for the Fathom Consumer Marketing teams, ensuring cohesive, high-impact brand positioning and market execution.

• Direct the brand positioning and messaging strategies across digital, social, CRM, and experiential channels to guide all communications, build pre-launch momentum, and maintain sustained market demand.

• Partner with Product Marketing and Consumer Insights to define the optimal market equation, price elasticity, and product series/packaging mix.

• Oversee the development and execution of world-class Go-To-Market (GTM) launch plans, vehicle reveals activations, dealer engagement strategies, and customer experience initiatives.

• Collaborate with adjacent program leads to integrate total program offerings into the go-to-market plan.

• Collaborate closely with operations on integrated demand planning, dealer allocation, capacity planning, and near-term quality early detection programs.

Collaborative & Matrixed Leadership

• Forge strong, collaborative partnerships across a highly matrixed organization spanning Design, Digital/Software Services, Communications, Engineering, Manufacturing, Finance, and Supply Chain.

• Represent the Fathom product line in high-level business, commercial, and technical briefings for senior and executive leadership.

• Cultivate a culture of high performance, innovation, and accountability, mentoring and developing the next generation of business and marketing leaders.

This role is considered Hybrid and may be based in Detroit, MI or Long Beach CA.

You Will...

Portfolio & Segment Strategy

• Translate Ford's long-term UEV vision into actionable, high-impact commercial strategies, determining resource allocation, capital investments, and cycle plan prioritization.

• Own the North American (NA) Retail Strategy and market entry execution for Fathom, ensuring alignment with overall enterprise goals.

• Lead high-priority strategic studies and initiatives aimed at optimizing platform efficiency, reducing material costs, option mix optimization and maximizing market competitiveness.

• Define target portfolio roles, product positioning, customer personas and volume/share expectations to Fathom as a market leader in its segment.

• Lead discussion and decisions among regional, national, and international Dealer governance committees.

P&L Ownership & Financial Performance

• Accountable for the comprehensive budget, end-to-end vehicle P&L, and bottom-line margin delivery.

• Own vehicle line pricing strategy, cost positioning, incentive management, and profit optimization across the entire vehicle lifecycle.

• Lead cross-functional Vehicle Line Performance Reviews, Total Value Management (TVM) initiatives, and warranty reduction projects to maximize vehicle margins and drive cost efficiencies.

• Drive the cross-functional execution of EBIT opportunities and deliver comprehensive inputs to the annual business planning cycle.

Go-To-Market & Consumer Marketing Execution

• Maintain direct line responsibility for the Fathom Consumer Marketing teams, ensuring cohesive, high-impact brand positioning and market execution.

• Direct the brand positioning and messaging strategies across digital, social, CRM, and experiential channels to guide all communications, build pre-launch momentum, and maintain sustained market demand.

• Partner with Product Marketing and Consumer Insights to define the optimal market equation, price elasticity, and product series/packaging mix.

• Oversee the development and execution of world-class Go-To-Market (GTM) launch plans, vehicle reveals activations, dealer engagement strategies, and customer experience initiatives.

• Collaborate with adjacent program leads to integrate total program offerings into the go-to-market plan.

• Collaborate closely with operations on integrated demand planning, dealer allocation, capacity planning, and near-term quality early detection programs.

Collaborative & Matrixed Leadership

• Forge strong, collaborative partnerships across a highly matrixed organization spanning Design, Digital/Software Services, Communications, Engineering, Manufacturing, Finance, and Supply Chain.

• Represent the Fathom product line in high-level business, commercial, and technical briefings for senior and executive leadership.

• Cultivate a culture of high performance, innovation, and accountability, mentoring and developing the next generation of business and marketing leaders.

This role is considered Hybrid and may be based in Detroit, MI or Long Beach CA.