Today’s guest is the fascinating Ellie Norman, Chief Communications Officer at Manchester United. This is a wonderful story of embracing challenges, from diving into the marketing world without prior experience to leading innovative branding strategies at big brands. Ellie has worked for Honda, which must have been a dream job for someone who grew up loving motorised vehicles and Ellie certainly made the most of it as you will hear. Ellie totally changed direction going to Virgin Media and then the call came to lead marketing at Formula One, where Ellie set up the first ever marketing structure and helped transform the perceptions of the sport, and yes we do talk about Drive to Survive. In a fascinating next step Ellie took over marketing at the glorious Manchester United, and what is fascinating is Ellie had no real love for football, so we talk about what attracted her to the role at the greatest football club in the world (can you sense the bias!). This episode sheds light on the power of curiosity, the significance of building relationships, and the impact of strategic marketing in the ever-evolving world of sports and entertainment. 01:12 From Farm Life to Marketing Maven 04:15 Foundational Years in Marketing 09:09 Agency Insights 13:02 The move to client side 21:56 Embracing Change at Virgin Media 28:54 A Surprising Call from Formula One 34:06 The Game-Changing Impact of 'Drive to Survive' 38:15 A New Arena 42:51 Fan Engagement and Strategy at Manchester United 50:34 Match Day Experience: Behind the Scenes 52:39 Reflecting on the Journey and Looking Ahead Listen, Learn Lead with That’s What I Call Marketing Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency  Get in touch about sponsorship or content partnerships, email  EmailInstagram X YoutubeListen to all episodes here Hosted on Acast. See acast.com/privacy for more information.