She will report to CEO Stuart Kerr and will be responsible for overseeing the HR function for the business, including health and safety, L&D and pay and reward.
Ashcroft has been at Ford Retail for eight years and has previously worked at Gamestation and financial software company CODA.
Ashcroft said: "I have some big ambitions for 2014, at the heart of which will be recruiting the right talent, inducting them into the business and retaining them. More than any other organisation that I've worked with, the HR function at Ford Retail plays a leading role in achieving the objectives of the business."
