FORT LAUDERDALE, Fla. -

FordDirect, a joint venture between Ford and its franchise dealers, revealed Monday its choice for chief operating officer.

Appointed to the position is Valerie Fuller, who previously served as executive vice president of operations and has been a member of the company’s management team for the past six years.

"Valerie has been a key driver in aligning FordDirect with the products and services our dealers need," said Stacey Coopes, chief executive officer of FordDirect.

"FordDirect is well-positioned for continued growth with innovative digital solutions that connect Ford Motor Co., its dealers and their customers,” she added.

Company officials noted Fuller has been responsible for FordDirect’s strategy and operations for its dealer products, including the development of mobile marketing, personalized database marketing, dealer website, lead management, search engine marketing, video solutions and more.

Additionally, Fuller has also developed and managed regional digital marketing services, delivering solutions for Ford’s dealer advertising groups, and oversees the company’s customer service initiatives.

"Valerie’s accomplishments and strong track record are assets that have helped FordDirect in our continued growth, and I look forward to continuing our strong working relationship," said Bill Keith, chairman of the FordDirect Board of Directors and dealer principal of Freehold Ford and Steamboat Motors.

Fuller also told Auto Remarketing how her focus would shift in the new role: "My focus in the COO role will be to integrate efforts across our dealer services, regional services for dealer advertising groups and our OEM service departments to develop innovative digital solutions that drive exceptional business results for our dealer and Ford Motor Company partners."

Before coming to FordDirect, Fuller was a senior manager with Deloitte Consulting and a director with Trilogy.

At Deloitte, she headed up several technology and process transformations in the automotive industry, noted company officials. At Trilogy, she led the strategy, development and delivery of several digital marketing solutions for Ford and Chrysler.

FordDirect has been busy this year, appointing Coopes, former executive vice president of marketing and technology, to the role of CEO in late May, as well.

Also, Ford and FordDirect recently launched iPad and smartphone optimized  versions of the Ford and Lincoln Build and Price online customer shopping tool.

The new mobile version of the product — which allows customers to virtually build a car from top to bottom, receive a price estimate and find a local dealership that can facilitate the purchase — is specifically designed for the iPad and iPad 2, as well as the iPhone and Android smartphones.

The Build and Price feature can be accessed directly on an iPad at t.bp3.ford.com and t.bp3.lincoln.com.
 
Fuller also offered a few ideas on what the company will be focusing on for the remainder of the year: "At FordDirect, we are committed to creating digital marketing services that enhance dealer profitability and drive more sales and service opportunities for Ford and Lincoln dealers. 
 
"We have some very exciting new services launching in Q4, including a new website solution for dealers and piloting a new reputation management service," she concluded.