Scott Monty, who spearheaded Ford's first social media efforts after joining the automaker, has abruptly announced his departure from the company after six years.
Formerly Ford's head of global digital communications, Monty has remained tight-lipped about the reasons for his exit, while company spokeswoman Susan Krusel hasn't commented further, The Detroit News reported.
He will be replaced by Ford's Angie Kozleski, a sales and service communications manager.
Monty built a social media presence for Ford, keeping the American carmaker ahead of the game as marketers figured out how to use Facebook, Twitter and other social networks. His efforts helped Ford win more than half a dozen social media awards while polishing the company's image.
Fittingly, Monty confirmed the news with a tweet and also recently changed his Twitter bio to read "headed to a new company to do exciting things."
While he still wouldn't specify his next steps, Monty spoke with Adweek by phone on Tuesday to give a few more details.
"I just decided the time was right," he told Adweek when questioned about his departure. "I am going to take a little time with my family, and I am going to start on a new adventure pretty soon. I'll have more to say about that in the coming weeks."
After being asked about the leadership transition, Monty denied that the shift to leadership under incoming CEO Mark Fields influenced his sudden departure.
"I would say Ford is in an excellent position to continue the leadership position it's had in the last eight years with [outgoing chief] Alan [Mulally]," he told Adweek. "It's an orderly transition. The same individuals are being kept in place. So it's not a leadership question."
Monty's take on the social media landscape may offer insight into his plan or at least serve to advise marketers.
"Outside of Ford and looking at the industry overall, it saddens me how social has been co-opted by marketing to become just another mass advertising/marketing channel," he told Adweek. "All the talks I've given about Ford's progress has concentrated on attention and trust. While advertising can get you the attention by interrupting people, it's more important to build relationships with customers and other people you want to reach."
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