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 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.

Responsibilities

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.

Qualifications

You'll Have...

• Bachelor’s degree in Business Administration, Marketing, Sales, Engineering, Finance, or a closely related field.
• 12+ years of progressive professional experience in general management, brand marketing, or product leadership (or 10+ years of experience with a Master’s degree/MBA).
• Proven track record of executive-level leadership, with demonstrated success managing large, cross-functional organizations and substantial budgets/P&Ls.

You May Also Have...

• MBA or Master’s degree in a technical or business field.
• Extensive experience in the automotive, clean-tech, or consumer technology sectors, with a deep understanding of EV technology, charging ecosystems, and software-defined vehicle concepts.
• Exceptional commercial acumen, with a proven history of successfully launching major vehicle programs or consumer products and managing complex P&Ls.
• Highly developed communication and negotiation skills, with a demonstrated ability to influence senior executives and lead successfully within matrixed global structures.
• Strong analytical and problem-solving capabilities, with experience leading teams through ambiguous, fast-paced, and unprecedented market transitions.

Benefits

• Immediate medical, dental, vision and prescription drug coverage
• Flexible family care days, paid parental leave, new parent ramp-up programs, subsidized back-up childcare and more
• Family building benefits including adoption and surrogacy expense reimbursement, fertility treatments, and more
• Vehicle discount program for employees and family members and management leases
• Tuition assistance
• Established and active employee resource groups
• Paid time off for individual and team community service
• A generous schedule of paid holidays, including the week between Christmas and New Year’s Day
• Paid time off and the option to purchase additional vacation time.