Rajoielle Register
Head of Brand Strategy and Growth
Ford
Detroit, MI

Raj Register, Head of Growth Audience Marketing Communications at Ford Motor Company is diverse and detail-driven leader with a background in product development and marketing. She has a passion for understanding and developing consumer experiences that translate to “moments that matter.” Raj has extensive experience in launching new products to market and managing cross- functional teams to promote productivity and forward-thinking strategy. She has also completed international service assignments in Istanbul, Turkey, and Cologne, Germany, further expanding her background. In her current role, Raj leads developing and delivering 360-degree marketing strategies for African American, Hispanic, Women and Millennial consumers for the Nation. Her role also includes implementing brand integration and retail messaging for targeted Regional marketing. Raj’s team serves as the Voice of Customer for these vital audiences, which has helped establish a brand- defining consumer focused approach leading to loyalty, sales and share growth. Using her engineering background, she “builds” experiences and market approaches from the ground up, making each one unique and compelling. Ford is where her career began and she is proud to work for a hometown corporation. Prior to joining Marketing Sales and Service, Raj spent several years working in Body Engineering and Product Development. She was instrumental in launching some of Ford’s most popular vehicles, including the all-new aluminum F-150, Explorer, Escape, Focus and Transit Connect. Raj is a frequent speaker on panels and at conferences highlighting the great work of her team! She loves to mentor students, upcoming professionals and honored to serve as a mentor and advisor for several organizations including Inforum Michigan, ANA Multicultural, Ford Professional Women’s Network and NBMBAA. She has recently received honors as a Michigan Chronicle Woman of Excellence, Driven Vanguard Award, Rainbow PUSH Emerging Leader Award and Ford Brand Recognition – IHS Multicultural Volume and Loyalty Awards. Raj has an MBA from Duke University Fuqua School of Business, an MS in Engineering Management from Wayne State University and a BS in Mechanical Engineering from Michigan Technological University. She is proud to be the wife of Derrick and has two amazing children: daughter, Blake Ivana, and son, Derrick Michael.