Led the strategic vision for Formula 1’s digital transformation programme focused on rebuilding audience growth, modernising customer experience, and unlocking new commercial opportunities through data-driven engagement and platform innovation.

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The strategy repositioned Formula 1 from a fragmented, broadcast-centric ecosystem into an intelligent, user-centric digital experience platform powered by behavioural segmentation, AI-ready data infrastructure, personalisation, machine learning insights, and scalable content ecosystems.

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The programme introduced a connected experience model integrating:

• Customer journey design

• Data-driven audience segmentation

• Digital product strategy

• UX and content transformation

• AI and personalisation frameworks

• Modular design systems

• Cross-platform experiences

• Sponsorship and monetisation innovation

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The vision established a roadmap for Formula 1 to evolve into “the world’s most intelligent engagement platform” — creating more personalised, immersive, and commercially valuable fan experiences across digital, mobile, social, and broadcast ecosystems.