McLaren Adds New Lifestyle Role To Team

Monday, November 13, 2017 - 10:50
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Amel Boubaaya, Head of Lifestyle

McLaren Automotive announced today an additional appointment in its global communications team with the promotion of Amel Boubaaya to the new role of Head of Lifestyle & European Communications with immediate effect.

This newly created position reflects the expansion of the brand across the world in the last five years.  She will report directly to Global Communications & PR Director, Wayne Bruce, and regionally into the Managing Director – Europe, David Gilbert, both located at the company’s headquarters, in Woking, UK.

Amel will be seeking to develop and implement a lifestyle communications strategy across McLaren’s five global regions expanding the brand’s reach.  She will be supported by Freddie Gilbey, already in the role of Lifestyle Communications Manager since 2015, and retained lifestyle PR agency Sidhu & Simon.  Previously European Communications and PR Manager, Amel will continue supervising the communications across Europe supported by the now well-established local spokespersons.

Amel joined McLaren Automotive in 2012 after four years with Infiniti Europe where she was part of the team that launched the brand across the continent.  Previous to Infiniti, she was with Renault Sport Technologies also in a communications role.

“The progression and evolution of the McLaren brand has been phenomenal and it has been a privilege to be a part of such an incredible experience,” said Amel.  “The most exciting aspect for me is that the future holds even greater opportunity.  Having recently launched the two first models in our Track22 business plan, the 720S and the 570S Spider, I feel ready for the next steps that will develop the brand even further among new audiences beyond our core automotive enthusiasts who have received us so well.”

Commenting on the appointment, Wayne Bruce, Global Communications & PR Director at McLaren Automotive said: “Amel has more than proved her worth as a first-class communications professional in her five years at McLaren.  Taking on greater responsibility by embracing a global role with a focus on the lifestyle arena will provide the opportunity for Amel to bring her considerable skills to bear on a media audience that is naturally aligned with the interests of McLaren customers.  Even better, our established automotive media base will continue to benefit from her expertise and passion to deliver the best results for the McLaren brand.”

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