Director, F1

RESPONSIBILITIES

• Own the strategy and day-to-day management of WHOOP's F1 integrations, serving as the primary point of contact for external stakeholders and partners in the sport

• Develop annual partnership plans for F1, mapping key race calendar moments to brand, media, and content strategies across owned, earned, and paid channels

• Ensure all contractual deliverables are tracked, satisfied, and maximized — including brand exposure, content rights, hospitality, digital inventory, and activation entitlements — while maintaining compliance with partner approval processes and guidelines

• Manage the P&A approval process end-to-end, ensuring activities are submitted within required timelines and meet brand guidelines

• Track and report on partnership KPIs and deliverables, including quarterly reviews per contractual requirements

• Manage licensed footage rights and image usage in compliance with brand frameworks

• Lead planning and execution of F1 activations across the race calendar — trackside experiences, Fan Zone programs, track runs, hospitality, and market-level amplification around race weekends

• Support #WHOOPLive executions, where applicable, coordinating with production and media teams to explore biometric integrations across qualifying and race coverage

• Brief and collaborate with Creative, Brand Media, and content teams to develop F1-specific assets — driver storytelling, race-day content, and campaign creative for tentpole moments

• Partner with existing Sports & Talent partnership managers to shape and execute the F1 marketing strategy across team and talent partnerships, working closely on day-to-day planning, activation, performance tracking and post-campaign analysis

• Partner with Brand Media to align F1 media investment with the broader media plan, including pre-committed buys, contextual targeting, and DMA-level amplification around race weekends

• Work with Country Marketing Managers to localize F1 activations across priority markets

• Coordinate with PR, social and Communications on partnership announcements, race-week press engagement, and earned media opportunities

• Interface with Legal and Finance on contract compliance, payment schedules, and rights management

QUALIFICATIONS

• 8+ years of experience in sports marketing, partnerships, or sponsorship management, with meaningful time in motorsport or global sports properties

• Experience managing complex partnership agreements with multiple external stakeholders, including contractual rights, approvals, and deliverables

• Experience with tier-one global sports properties is required with Formula 1 strongly preferred.

• Proven ability to translate partnerships into impactful activations and content — from strategy through on-the-ground execution

• Strong cross-functional leadership skills, with experience influencing senior stakeholders and collaborating across creative, media, and commercial teams

• Experience building and developing teams, with a track record of mentoring junior talent

• Requirement to travel globally and work non-standard hours aligned with race schedules

• Based in Boston or Dublin

• Passion for motorsport, health, fitness, and the intersection of sports and technology

• Bachelor's degree or equivalent practical experience

• Strong commitment to embracing and leveraging AI tools in day-to-day work