Formula E, the all-electric single-seater motor racing series, has appointed ex-Formula 1 executive Ellie Norman as its new chief marketing officer (CMO).
She will officially take up the role on September 30 to replace Henry Chilcott who will step down this summer after a four-year tenure.
In her role as CMO, Norman will be responsible for a newly expanded remit, incorporating brand, marketing, PR and corporate communications, digital and social media, and fan engagement.
Norman joins Formula E after two years as chief communications officer at English Premier League soccer club Manchester United.
She joined the club from Formula 1, where she spent five years as chief marketing and communications officer.
After the Liberty Media private equity group first acquired F1 in January 2017, Norman, a former racing driver herself, was one of that group’s first hires, with her appointment to the top marketing position coming in June of that year.
Prior to that, Norman held roles at both Virgin Media and Honda.
Chilcott joined Formula E in July 2020 and has been credited with successfully relaunching the brand, helping redefine the sporting product, and leading marketing efforts to deliver double-digit growth across brand and fan metrics over the past four seasons.
Henry will leave Formula E following the season finale London E-Prix double-header (July 20-21).
Jeff Dodds, Formula E chief executive, said: “Ellie’s appointment is a strategic and important one for the business, in which we have intentionally reshaped the role with a clear objective: to generate more positive disruption in the motorsports industry.
“As Formula E continues to reach higher milestones with a growing global fanbase and viewership, it’s essential we double down our efforts in order to continue reaching our ambitious goals over the coming seasons and provide the best possible offering to our fans and partners. With Ellie’s experience, and having worked with her at both Virgin Media and Honda, I know her dynamic approach to brand development and fan engagement will set her up for success at Formula E.”
On Chilcott’s departure, he added: “At the same time, I want to express my thanks to Henry for a fantastic four-year tenure. Henry has expertly navigated the Formula E brand through an intense period of business growth. His outstanding work will live on within Formula E for many years to come.
“We have both agreed that now is the right time for him to move on, having fulfilled everything he wanted to achieve during his time here.
“As we look ahead to season 11 – our busiest race season yet with 17 races in 11 locations – I’m excited about the direction Formula E is heading and the growth potential for the business under Ellie’s leadership in her new role as CMO.”
Norman said: “I’m delighted to join Formula E at a pivotal time in its journey and one with significant growth ambitions. I’ve been closely watching the development of the series from the sidelines since its inception 10 years ago and always been impressed with its single-minded objective to grow an entirely new fanbase centered around dramatic electric-powered racing, taking place in exciting locations with technological innovation and sustainability at its core.
“With the recent expansion of support from Liberty Global representing a clear vision for the future of Formula E as the fastest growing motorsport on the planet, when Jeff approached me about the role, I knew it was an opportunity I couldn’t miss.”
Liberty Global, the major US media group, increased its stake in Formula E to a controlling 65% by snapping up shares held by media and entertainment Warner Bros. Discovery last month.
The deal, which still needs to pass through the usual regulatory approvals, will leave the remaining 35% of the series - now into its 10th season - under the control of various minority shareholders. Approval is expected by the end of 2024.
