Senior Social Media Manager - F1

We are seeking a dynamic and experienced Senior Social Media Manager with a strong background in Formula 1 (F1) and motorsport to join our team. This role will be pivotal in shaping the social media presence for a Formula 1 racing team, ensuring that we build an innovative, culturally relevant, and highly engaging platform that resonates with global audiences. The successful candidate will lead the delivery of cutting-edge social strategies, working closely with creative teams, community managers, and content creators to deliver on the team's mission, to position them as a pioneer in motorsport.

This role will sit across VML’s LIVE and Social Media team as part of the core brand marketing team for the Formula 1 client. This role is based with VML and not directly a ‘Team Social

More than just motorsport, we want someone who understands the potential of partnerships and culturally relevant content to bring new eyes to the grid.

Key Responsibilities:

Content Strategy Development & Execution

• Lead the creation and implementation of the brand’s social media strategy across key channels
• Develop platform-specific strategies tailored to audiences, leveraging insights from F1 culture, trends, and insights.
• Collaborate with the creative team to ensure all content aligns with the brand’s strategy and creative platform.
• Drive always-on social media activity, including race-day coverage, cultural moments, and fan engagement initiatives.

Content Creation & Management

• Oversee the ideation, planning, and publishing of high-quality, engaging, and innovative content.
• Work closely with the brand and racing teams to co-create content and briefing in materials beyond social native content.
• Ensure content adheres to the brand’s tone of voice.

Community Engagement

• Foster a vibrant online community by engaging directly with fans, responding to comments, and amplifying user-generated content (UGC).
• Champion diversity and inclusivity within the F1 fanbase.
• Build relationships with influencers, creators, and ambassadors to extend the F1 brand’s reach into broader cultural conversations based on the brand’s partnership strategy.

Campaign Leadership

• Lead major social activations, manage teaser campaigns and milestone announcements, ensuring they generate excitement and align with the brand’s overarching narrative.
• Collaborate with paid media teams to amplify organic content and drive measurable results based on the social strategy.

Data & Performance Analysis

• Monitor and analyse social media performance metrics, providing monthly reports and actionable insights to optimise strategy, content and community.
• Collaborate with the data and insights team to track key metrics such as sentiment, share of voice, and audience growth etc
• Stay ahead of F1 industry trends, social platform updates, social landscape and emerging technologies to keep the brand at the forefront of innovation.

Team Collaboration

• Work closely with cross-functional teams, including creative, production, analytics, wider social team, and motorsport specialists, to deliver cohesive and impactful campaigns.
• Responsibility for junior team member(s), who will support the Senior Social Media Manager on day to day tasks such as community management and content calendar work.
• Possibility of coordinating with global offices and local markets to ensure consistency and cultural relevance across regions.

Qualifications & Experience

• 5+ years of experience in social media management, with a proven track record of success in motorsport or F1-related roles.
• Deep understanding of the Formula 1 ecosystem, including fan culture, race-day dynamics, and key stakeholders.
• Strong expertise in platform-specific strategies, particularly for Instagram, TikTok, YouTube, and emerging channels like Threads.
• Demonstrated ability to lead large-scale social campaigns, from concept to execution, in a fast-paced environment.
• Experience managing real-time content creation during live events, including nights and weekends.
• Proficiency in social media tools (e.g., Hootsuite, Sprinklr, Brandwatch etc) and familiarity with AI-driven solutions for optimisation and efficiencies.
• Exceptional written and verbal communication skills, with a flair for crafting engaging copy and captions that align with the F1 brand and audience(s).
• A passion for storytelling, creativity, and building communities.
• Ability to create short form social content using native or third-party tools e.g. TikTok, CapCut, Adobe Premier Pro etc
• This role will likely include travel whether that’s having the opportunity to attend some race weekends, meeting the clients for F2F sessions abroad or at our London offices.

Non-essential but nice to have skills

• Knowledge and experience working with luxury automotive brands.
• Familiarity with cultural industries such as fashion, music, art, and how they intersect with motorsport, especially around partnerships.
• Video editing and graphic design skills are a plus.

We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

WPP (VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.

VML is a WPP Agency. For more information, please visit our website, and follow VML on our social channels via Instagram, LinkedIn, and X.

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