Ford Loyalty Specialist - Williamsburg Ford in Williamsburg, Virginia at Carter Myers Automotive

Location: CMA's Williamsburg Ford

Position Overview: The Ford Loyalty Specialist is responsible for strengthening relationships with existing guests by helping them maximize the value of owning a Ford. This role focuses on loyalty retention, upgrading current owners into newer Ford vehicles, and purchasing vehicles when a replacement purchase is not the right fit. The position blends customer experience, product knowledge, and proactive outreach to drive long-term growth.

Schedule: Mon. - Fri. 40 hours/week

Compensation: $40k base salary plus performance-based bonuses

Key Responsibilities:

Guest Loyalty & Upgrade Support

• Engage current Ford owners to review vehicle equity, ownership benefits, and upgrade opportunities
• Present personalized options to transition guests into a newer Ford vehicle (Apollo)
• Deliver a consultative experience focused on long-term relationships rather than one-time transactions

Incentives & Program Expertise

• Maintain deep knowledge of current Ford incentives and programs
• Educate guests on FordPass points and assist with redemption strategies
• Communicate available service incentives that create value for guests

Vehicle Acquisition

• Appraise and present offers to purchase customer vehicles, even when a replacement vehicle is not purchased
• Coordinate with inventory and buying strategy to support used vehicle growth

Service Drive Collaboration

• Work closely with the service team to identify guests who may benefit from upgrading or selling their vehicle
• Provide clear, respectful introductions that create a seamless experience between service and sales

Proactive Outreach

• Follow up with previous buyers, service guests, and loyalty prospects
• Maintain consistent communication through calls, texts, and digital channels
• Track guest interactions and next steps through CRM tools

Key Performance Indicators (KPIs)

• Loyalty upgrades and retained Ford owners
• Vehicles purchased from guests
• Appointments set and completed
• FordPass engagement and incentive utilization (private offers)
• Customer satisfaction and relationship retention

Bonus Structure (Example Framework)

• Bonus per loyalty upgrade delivered
• Bonus per vehicle purchased for inventory
• Customer experience bonus tied to satisfaction scores (above the region)

Success Profile - The ideal Ford Loyalty Specialist demonstrates:

• Strong communication and relationship-building skills
• High attention to detail with incentives and ownership programs
• Ability to educate rather than pressure
• Confidence discussing vehicle value, equity, and upgrade pathways
• Consistent follow-through and daily activity discipline

Qualifications

• At least one year of experience working in a customer-facing role
• Friendly, patient, and customer-focused mindset
• Excellent communication and interpersonal skills
• Willingness to learn and grow professionally
• Basic computer literacy
• Must have a valid driver’s license

Carters Myers Automotive provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.

Employment offers are contingent upon the successful completion of a drug screening and background check.