Experiential Marketing Lead

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The Experiential Marketing Lead is responsible for the strategic direction, governance, and delivery of the global experiential assets programme including simulators, showcars, and all supporting experiential equipment. This is a role for someone who is passionate about experiential delivery, committed to operational excellence, brings creative energy to how assets are presented and activated, and cares deeply about delivering an excellent and engaging guest experience, whether for partners, fans, or internal teams alike.

This role is accountable for asset allocation, partner activation delivery and the development of non-contractual revenue streams. Working closely with the Fan Zones and wider marketing teams to ensure seamless execution of experiential activity across all markets.

This is a newly centralised function, and a key focus of this role is to establish best practice across the programme from governance frameworks and asset deployment toolkits to creative execution standards and streamlined logistics. The role holder will take a strategic view of the asset portfolio, identifying opportunities to improve quality, consistency, and commercial value.

This is a fixed-term position covering maternity leave, suited to someone who combines strategic thinking with operational rigour and thrives in a fast-paced, high-demand environment.

Main Duties:

• Lead the planning, management and strategic direction of the global experiential assets programme, including simulators and show car programme.
• Lead experiential strategy, commercial ideation and support for wider marketing activation planning.
• Lead objectives to generate revenue, drive registered users and increase brand awareness across experiential activations.
• Lead on strategic relationships with partners, third party suppliers and agencies.
• Direct line management of Experiential Marketing Manager and Experiential Asset Operations Manager, including objective setting, performance reviews and development plans, supporting them in driving the performance of their direct reports and ensuring alignment with wider strategy.
• Oversee preparation, maintenance, logistics and operation of assets hardware and software, including storage, shipping, repair/replacement and installation of all equipment as required.
• Work closely with the Experiential Asset Operations Manager to ensure efficient asset budgeting, governance, and allocation approvals, driving efficiencies in storage, logistics, and supplier management to reduce costs and improve quality.
• Liaise with the partnerships team to advise on the delivery of contractual asset rights and maximise partner usage across the programme.
• Build non-contractual revenue streams, including staff engagement sim programmes, licensing opportunities, and proactive activation pitches to partners' partners.
• This is a newly centralised function bringing together experiential assets, event delivery, and operations under one team. The role holder will be instrumental in embedding new ways of working, establishing governance frameworks and ensuring a smooth transition across the business.
• Work collaboratively across departments to ensure alignment on activations, programming and resource planning.
• Support the phased integration of Fan Zone delivery into the experiential function, contributing to succession planning and knowledge transfer during 2026.
• Act as a brand champion, ensuring the Williams brand is represented correctly and consistently across all experiential output.
• Uphold and instil the culture, values, and behaviours of the organisation within the team and across all cross-functional collaborations.