Will Piper | Head of Content | Aston Martin F1 Team
An award-winning video specialist with a proven track record of growing, engaging and retaining global audiences for major sports brands, Will Piper is the Head of Content for Formula One's newest team - Aston Martin.
Having spent a number of years working in football for Chelsea and West Ham United, and having covered major sporting events throughout his career including the Rugby World Cup, Six Nations, World Athletics Championships and London Marathon, Will made the switch into Formula One in early 2021, joining AMF1 to translate the story of the team's historic return to F1 for the first time in 61 years onto social and digital channels.
In his time at Chelsea, Will worked as part of a team that grew digital audiences at scale across various channels - most notably on the club's official mobile app (The 5th Stand) and YouTube channel - while also helping to significantly increase the number of unique users visiting the official club website. His work as part of a team helped the club to win Best Digital Marketing at the Marketing Society Brave Awards in 2020, for the growth and product development of The 5th Stand, and Best Digital Content at the SportsPro Media Awards for a mini-documentary series produced in-house that storied the return of Frank Lampard.
Now in the Marketing team at AMF1, Will is tasked with owning the content strategy, managing creative projects, ideating content for major marketing campaigns and is responsible for all output across digital channels.