Ford has elevated Mark LaNeve to the role of vice president of U.S. marketing, sales, and service to replace John Felice, a former Ford fleet executive who retires after 30 years with the company.

LaNeve's most recent role came as chief operating officer at Global Team Ford, the global advertising and marketing agency for Ford. Felice's retirement is effective Feb. 1.

LaNeve will be responsible for all marketing, sales, service and dealer relations in the U.S. He will be focused on continuing to grow the business by building the Ford brand using digital communications and transforming the retail experience for customers.

Felice served as the director of Ford's North American Fleet, Lease & Remarketing Operations for about two years from late 2006 to early 2008. Prior to his fleet role, Felice was president of Ford's Thailand division.

In 2008, Felice left Ford's fleet unit when he was appointed general manager of Ford Division Marketing. Kevin Koswick took over as director of the fleet division.

Felice joined Ford in April of 1984 as an operations research analyst. From 1999 to 2001, Felice was the product marketing manager for Ford's Tough Truck division and the portfolio brand strategy manager for Ford.