Ellie became Formula 1’s Director of Marketing & Communications in August 2017, reporting into Sean Bratches, Managing Director, Commercial Operations.
She joined F1 after spending five years at Virgin Media where, in 2014, her role as Head of Advertising was expanded to develop and lead the strategy and implementation of sponsorship across the business.
Prior to Virgin Media, Ellie led the communications strategy for 27 markets at Honda Motor Europe, where she oversaw pan-European advertising, media, digital and print.
Her appointment at F1 represented a shift in focus for the business with a push to transform it from a motorsport into a global entertainment brand to increase fan engagement.
She has played an integral role in this process, leading campaigns with digital at their core. Last year, F1’s brand was recognised as the fastest growing in sports on social media with followers up 54.9 per cent across all owned platforms year-on-year.
As well as overhauling F1’s brand with a new logo reveal, Ellie launched F1 TV, F1’s first ever OTT platform at Mobile World Congress and delivered three fan festivals in Shanghai, Marseille and Milan, offering thousands of fans the chance to experience the excitement of a race up close.