McLaren intensifies 'brand and fan growth' with key appointments

©McLaren

McLaren Racing has boosted its commercial leadership with two key appointments aimed at raising its commercial proposition and brand and fan growth in the future.

Former Virgin Atlantic chief marketing officer Claire Cronin will join McLaren as Executive Director of Marketing while Lindsey Eckhouse, currently commercial director of G2 esports, will become the team's Director of Licensing, ecommerce & esports.

Claire and Lindsey will take up their respective positions at McLaren in April and report to Mark Waller, Chief Commercial Officer of McLaren Racing.

However, Waller will relinquish his responsibilities at the end of his term, with Claire Cronin then assuming the role of Chief Commercial Officer and reporting directly to Zak Brown, CEO of McLaren Racing.

©McLaren

"We are excited to welcome these powerful additions in Claire and Lindsey to our marketing and commercial leadership team," commented Brown.

"As we continue to grow McLaren Racing, these appointments reflect the positive momentum we are building both on and off the track.

"Mark has been instrumental in driving McLaren Racing’s marketing and commercial agenda and I am grateful to him for his leadership and executive counsel.

"Additionally, I’m pleased we are able to plan and execute a smooth transition of responsibilities that will ensure we continue to build on the positive momentum Mark has created since joining the team in early 2019."

Claire Cronin, Executive Marketing Director, McLaren Racing said:

"McLaren Racing is an iconic, multi-dimensional brand that presents a fantastic challenge for a commercial marketing leader.

"The team is at an exciting point on its journey, so I can’t wait to join and get started. I'm delighted to be joining a team known for pushing boundaries to deliver exciting and impactful experiences for fans and partners.

"I look forward to leading them to continue building our brand and commercial proposition to drive growth and value for McLaren Racing."

Read also: 'Thick boned' Ricciardo found new McLaren a tight squeeze

Lindsey Eckhouse, Director of Licensing, ecommerce & esports, McLaren Racing said:

"Joining McLaren Racing to help shape, lead and deliver an ambitious licensing, ecommerce and esports programme was a compelling opportunity.

"I’m excited to build on an already established platform and endeavour to level up the offering. The potential is tremendous, with McLaren being the first F1 team in esports coupled with the power of the brand itself."

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Phillip van Osten

Motor racing was a backdrop from the outset in Phillip van Osten's life. Born in Southern California, Phillip grew up with the sights and sounds of fast cars thanks to his father, Dick van Osten, an editor and writer for Auto Speed and Sport and Motor Trend. Phillip's passion for racing grew even more when his family moved to Europe and he became acquainted with the extraordinary world of Grand Prix racing. He was an early contributor to the monthly French F1i Magazine, often providing a historic or business perspective on Formula 1's affairs. In 2012, he co-authored along with fellow journalist Pierre Van Vliet the English-language adaptation of a limited edition book devoted to the great Belgian driver Jacky Ickx. He also authored "The American Legacy in Formula 1", a book which recounts the trials and tribulations of American drivers in Grand Prix racing. Phillip is also a commentator for Belgian broadcaster Be.TV for the US Indycar series.