London, England, United Kingdom
Dynamic marketing and sponsorship leader with over 10 years of international experience across motorsports and global brand partnerships. Proficient at developing innovative sponsorship strategies, driving revenue growth, and leading high-performance teams to execute global marketing activations. Proven track record in maximising return on investment for prestigious rights holders and Formula One teams through integrated marketing campaigns and experiential programs.
Day to day management of the Microsoft and Signify partnerships
- Leading strategic delivery of AUDI AG and Deloitte partnerships, optimizing rights activation and ensuring measurable business impact. - Acting as primary client lead, managing senior stakeholder relationships and delivering consistently high satisfaction through proactive issue resolution. - Analysing market trends to shape partnership strategies, ensuring full rights utilization and alignment with brand objectives. - Developing and executing creative, data-led campaigns to amplify brand storytelling, fan engagement, and global visibility. - Oversaw Qatar Airways’ $50M+ global Formula 1 and Alpine Racing partnerships, executing end-to-end programmes across marketing, hospitality, and brand activations at all 24 Grands Prix. - Directed a 15-person cross-functional team at the Qatar GP, driving operational excellence, consistency, and performance across all workstreams. - Produced regular performance analysis for Qatar Airways, ROI/ROO reporting, and strategic insights to inform executive decision-making and identify growth opportunities
- Directed a cross-functional team of 4, managing the OKX partnership with McLaren Formula One, implementing comprehensive marketing strategies to enhance brand awareness and market penetration. - Managed full marketing delivery, including budget oversight and performance reporting, ensuring seamless execution of sponsorship deliverables. - Developed strong client relationships through tailored sponsorship solutions, increasing long-term brand value.
- Directed the global partnership management for Scuderia Ferrari’s Formula One primary sponsors, including major brands like Santander Bank, Qualcomm, AWS, Richard Mille, and Ceva Logistics, generating $85M annually. - Led comprehensive sponsorship programs integrating experiential marketing, digital, licensing, B2B event and hospitality experiences at 24 Formula One races globally, resulting in increasing brand exposure and partner engagement. - Launched strategic initiatives such as sustainability, financial education and STEM-focused campaigns, reinforcing Ferrari’s commitment to corporate social responsibility (CSR) and innovation, while elevating partner visibility and credibility. - Collaborated closely with Ferrari’s commercial team to drive successful contract negotiations and partnership renewals, consistently surpassing revenue targets ($±300m per year) and strengthening long-term collaborations with top-tier partners. - Managed Ferrari’s digital strategy for partners, focusing on leveraging digital and social media platforms to enhance audience engagement and drive measurable ROI for sponsors.
- Responsible for all FIA World Rallycross partners, which included title sponsor Monster Energy, associate partners Cooper Tires and TOTAL - Led all aspects of partnership management for the commercial rights holder. - Successfully developed tailored sponsorship strategies from concept to delivery with all partners generating significant long-term investment in the series and upsell. ($±2m per year) Management of all broadcast partners for the FIA World Rallycross Championship - Day-to-day relationship management with broadcasters and digital platforms to ensure maximum promotion and uptake, as well as building to long-term agreements benefiting the overall championship exposure and revenue
Managed sponsorship activation for partners such as Monster Energy and Cooper Tires, focusing on guest satisfaction, quality control, and dynamic event management. Led internal teams, strengthening collaboration and improving sponsor value through innovative marketing and digital activation.
• Working with the Marketing Manager on the overall marketing of the FIA World Rallycross Championship and associated events • Assisting in the approvals of sponsor and promoter promotional material through the season • Creatively think of new marketing plans, both for the series and with promoters on individual events • Work alongside the Social Media Manager on the curation of content for the purpose of promoting the series • Provide on-event assistance to the core IMG event staff on the overall running of FIA World Rallycross Championship events