F1 Academy
Together with Managing Director Susie Wolff, Lauren led the commercial partnership strategy for emerging women’s racing series, F1 Academy. This included oversight of all asset valuation, pitch deck creation, category strategy and then activation of the 5 official partners, Puma, Tommy Hilfiger, American Express, Charlotte Tilbury and Pirelli.
Corporate Partnerships
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VIP Partner Activations
In 2024, the F1 Academy’s brand partners delivered a robust celebrity and influencer program across the race weekend. This included partnerships with the likes of Charlotte Tilbury, Kendall Jenner, Dax Sheppard, and more. We oversaw the strategic coordination and management of these high-profile partnerships, ensuring all partner assets were delivered, celebrity schedules were managed, and media and appearance opportunities were successful.
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Managed for all partners, inclusive of every minute-by-minute detail of their weekend experience
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Coordination with top media outlets for interviews, such as The Cut
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Weekend hosting and experience management
Community Engagement
Together with partners Puma and Charlotte Tilbury, F1 Academy hosted a community-focused Pilates event at the Faena Hotel in Miami in celebration of the Miami Race Weekend. We convened 75 influencers and fans for a sunset event, which featured driver meet and greets, local Miami-owned brand activations, and a pilates event on the beach.
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Total event curation and management
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Activated 3 commercial partners and 2 additional local vendors to enhance the guest experience
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Sourced influencers & media outlets to spread brand awareness of the event
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ItSourced and briefed the content production team, capturing content for social media distribution
