Natalie Gibson is a creative force, a people-focused manager, and an inspirational leader. She is committed to motivating teams of creatives to produce best-in-class content for digital channels within sport. Natalie has a passion for stories and personality-led content, and challenges her teams to find new ways to build powerful connections with audiences across the globe.
After joining the English Football Association (The FA) in 2022, Natalie has led content strategies on key England national team projects including the Women’s World Cup in Australia, Men’s World Cup in Qatar, and supported brand refresh campaigns across both the Men’s and Women’s FA Cups. In 2024 Natalie led The FA’s content strategy for the 2024 Men’s EUROs, which was England’s best performing tournament on social media to date, generating more than 525M video views and driving audience growth of 2M+.
The brilliant teams that Natalie works with have received industry-wide recognition, including Best Digital/Social Team at the Football Business Awards and Best Social Media Campaign at the Women’s Football Awards in 2024.
Natalie joined The FA following four successful years at Formula 1 as an Executive Producer, where she was part of the content leadership team that amplified F1’s brand transformation across its owned and operated channels. Natalie led a successful video strategy that drove fan engagement by profiling and celebrating the personalities within the sport, which increased video views 50% YoY in 2021, as well as driving impressive audience growth in the USA, Brazil, and China.
Some of Natalie’s proudest moments as a leader have nothing to do with KPIs or strategy, but instead are the reward she gets from developing and mentoring new talent. Natalie is always keen to spend time with junior members of the team and work with them on development programmes, as well as providing opportunities and experiences for those who are keen to take their first steps on the career ladder.
