FORMULA 1® ABU DHABI GRAND PRIX

THE CHALLENGE

Transform the digital and marketing ecosystem supporting Yas Marina Circuit and the Formula 1® Etihad Airways Abu Dhabi Grand Prix while improving ticketing, customer engagement and the overall event journey.

MY ROLE

Digital Marketing Manager

Led the comprehensive Yas Connect digital marketing overhaul.

MARKETING & COMMUNICATIONS

• Oversaw marketing initiatives across web, mobile and social.
• Delivered high-impact promotional campaigns.
• Analysed marketing performance and ticketing reports.
• Developed content and SEO strategies.
• Supported personalised customer journeys.
• Managed stakeholder relationships and executive alignment.
• Connected campaign activity with ticketing operations and customer experience.

DIGITAL & CRM

100+ digital products · 27,000+ CRM users added within six months

COMMERCIAL FOCUS

Used marketing, CRM, digital products and personalised journeys to increase customer engagement and support ticketing performance.

THE ECOSYSTEM