Formula One is continuing to rev up its marketing operations with the appointment of Virgin Media head of advertising and sponsorship Ellie Norman to the role of head of marketing.
Norman has been at Virgin Media for the past five years, initially as head of advertising and online, adding sponsorship to her responsibilities in 2014.
During this time she oversaw the Usain Bolt 9.58 campaign, devised by BBH London, which promoted Virgin’s broadband services.
In her sponsorship role, she has also led the shift away from V Festival, traditionally the focus for Virgin Media, and increased the emphasis on more strategic partnerships. This roster now includes Southampton Football Club, Football Supporters Federation, BAFTA TV and EGX.
Prior to Virgin Media, Norman held the position of communications manager at Honda Motor Europe. She led the communications strategy for 27 markets and had responsibility for pan-European advertising, media, digital and print.
The move follows the appointment of Formulas One’s first global head of digital and new business, Frank Arthofer, to lead the sport’s digital marketing strategy as part of plans to tap into its estimated 500 million-strong global fanbase.
Norman, who joins the organisation next month and reports to managing director of commercial operations Sean Bratches, said: “I have always been passionate about marketing and feel incredibly excited to be starting at Formula One, the ultimate global sporting brand.
“The commercial potential of the brand is enormous and I can’t wait to work with Sean and the growing Formula 1 team to unlock new opportunities to engage with Formula One fans around the world.”
Bratches added: “Ellie’s appointment represents the latest addition to our expanding management team, aimed at increasing engagement with Formula One fans globally.
“Her previous experience across major automotive and media brands will help Ellie to drive Formula 1’s marketing strategy forward.”
Formula 1 picks first digital chief to target 500m fans