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Manchester United appoints former Olympic and F1 marketing chiefs

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Manchester United will strengthen its marketing and communications teams with the hiring of Ellie Norman and Matt Mckie. 

Norman, Formula One (F1)’s former global director of marketing and communications, has joined in the newly created role of chief communications officer. She will be overseeing Manchester United’s brand and content, and take overall responsibility for the club’s communications and engagement with fans. She will run United’s digital and social media channels, manage press and broadcaster relations and steer the brand’s general identity. She will also sit on and the club’s executive leadership team.

McKie, previously head of global marketing for the International Olympic Committee (IOC), will serve as director of consumer marketing, reporting to Phil Lynch, CEO of digital products and services. His new job officially starts later this month.

Norman stood down from her role at F1 in April after almost five years in position. At F1 she led global marketing, fan strategy, brand and communications. McKie joined the IOC in January 2021 and was tasked with leading the marketing team to “build and implement” the Olympics’ brand strategy, as well as driving engagement for the games. Prior to his role at the Olympics McKie spent three year’s as Nike’s brand director for football, and also held the role of brand director for Electronic Arts’ hit FIFA football game franchise.

Announcing his Olympic departure at the weekend, McKie said: “This week was my last with the Olympics. To call it a career highlight is an understatement, because this felt so much bigger than a job. But for me, I’m bottling some of that Olympic spirit and taking it with me back into the world of football. Thanks for everything and see you soon.”

The pair join United as the team hits something of a purple patch following an inauspicious start to the 2022/23 season. The team recorded an impressive 3-1 win over top-four rivals Arsenal on Sunday, following on from an equally impressive recent win over bitter local rivals Liverpool. The team currently sits just outside the Champions League qualification spots in fifth position.

According to Forbes, Manchester United’s current value is estimated at around £3.7bn.

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