From F1 to Manchester United: How marketing drives success in the worlds most elite teams - Ellie Norman
Jul 10, 2024
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Experienced marketing executive Ellie Norman discusses her roles at Formula 1, Virgin Media, and Manchester United. Topics include brand ownership in Formula 1, partnerships with Netflix, social media's role for clubs, dealing with scrutiny, and strategies for successful sponsor deals.
Successful brand partnerships require alignment of values and authentic storytelling.
Revitalizing brands through engaging narratives can attract new audiences and emotional connections.
Managing social media pressures requires strategies for mental well-being and fan engagement for commercial success.
Deep dives
Ellie Norman's Career Journey Across Prestigious Companies
Ellie Norman has navigated through roles at Honda, Virgin Media, Formula One, and Manchester United, facing high pressure, big budgets, and critical marketing success. Her diverse experiences encompass topics from shirt sponsorship costs to the power of silence, showcasing her valuable insights and professional growth.
Strategic Brand Partnerships and Usain Bolt Campaign
Ellie Norman's collaboration with Usain Bolt at Virgin Media exemplifies a successful brand partnership. Bolstering the speed of broadband services with Usain Bolt's association highlighted the alignment of values, trust, and brand perception. The campaign, rooted in storytelling and authenticity, extended to Jamaican production locations, emphasizing community impact.
Revitalizing Formula One and Storytelling with Drive to Survive
At Formula One, Ellie Norman led the brand towards revitalization through storytelling, prominently seen in the acclaimed 'Drive to Survive' partnership with Netflix. By focusing on engaging narratives and humanizing the sport, the collaboration attracted new audiences, transcending traditional technical aspects to emphasize emotional connections and behind-the-scenes intrigue.
Navigating Social Media Pressures and Shirt Sponsorship Valuations
Ellie Norman addresses the challenges of managing social media pressures, emphasizing mental well-being strategies amid online scrutiny. Additionally, her insights shed light on Manchester United's lucrative shirt sponsorship valuation process, indicating the importance of trust, first-party data opportunities, and fan engagement in commercial partnerships.
Empowering Growth Through Coaching and Silent Listening
Apart from her professional endeavors, Ellie Norman's commitment to coaching and mentoring reveals a deep passion for empowering individuals to unlock their full potential. Her coaching journey underscored the significance of attentive listening and embracing silence as essential tools for fostering personal and professional growth.
Messaging and Contact Information
For more insights or to connect with Ellie Norman, listeners can access Uncensored CMO on various platforms like X and LinkedIn under John Evans' name. Subscribing, reviewing, and engaging with the podcast can amplify audience reach and interaction. Stay tuned for future episodes and diverse discussions on Uncensored CMO.
Ellie Norman has been at the top end of some of the biggest organisations in the world, having held senior marketing roles at Formula 1 and Virgin Media. Most recently, Ellie has been the Chief Communications Officer of Manchester United, one of the most high-pressure jobs in the world. In this episode I talk to Ellie about what it takes to drive success at the very top of your game.
Timestamps
00:00 - Intro
00:48 - Celebrating Southampton FC
03:12 - Ellie’s marketing background
07:29 - Virgin Media campaign with Usain Bolt
12:09 - Why Ellie moved to Formula 1
15:12 - How Formula 1 owns the brand
17:51 - The Drive to Survive partnership with Netflix
25:59 - Moving to work for Manchester United
29:51 - Goals for the CMO of Manchester United
31:23 - When do people choose the club they support
32:59 - What role does social media play for Manchester United
35:01 - Dealing with scrutiny as a huge brand
37:10 - How Manchester United work with huge sponsor deals
41:39 - How do you do a great brand partnership
47:59 - Ellie’s one peice of advice for marketers
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