Ford Motor Co has named Jim Farley its first head of global marketing, sales and services and appointed the head of Volvo to run its European operations when it completes the sale of the unit to China's Geely, the automaker said on Thursday.

Farley, 48, had already been head of global marketing for Ford, and the automaker has expanded that role to include sales and service for the first time as it adds to a focus on worldwide product development and manufacturing.

Farley takes on the new role on August 1. At that time, he will drop his current roles as head of operations for Canada, Mexico and South America.

Eduardo Serrano, president and CEO of Ford Mexico, will take on the operations role in Mexico and South America, while the head of Ford Canada, David Mondragon, will take on Canada operations.

The automaker also said Volvo cars Chief Executive Officer Stephen Odell, 55, has been appointed chairman and CEO of Ford Europe when the sale of the car brand to China's Geely is completed. Ford expects to close on the sale during the third quarter.

John Fleming, the current head of Ford Europe, will become global manufacturing and labor affairs chief when the Volvo sale is completed, taking over the top spot a year before critical contract talks with the United Auto Workers union in the United States.

After posting a profit in 2009 and forecasting solid profits in 2010 and improvements on that result next year, Ford is seen as the focus of the UAW in the 2011 contract talks.

Fleming, 58, has been serving in a dual role as head of Europe and global manufacturing since the automaker named Joe Hinrichs president of Asia, Pacific and Africa in December. Fleming will move to Ford headquarters in Dearborn, Michigan.

(Reporting by David Bailey; Editing by Lisa Von Ahn)