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'A dream job' – F1 ACADEMY's Head of Commercial Operations Karin Fink on creating memorable partnerships
The changing landscape of motorsport means it’s not just the on-track action that’s needed to thrive. For Karin Fink, F1 ACADEMY’s Head of Commercial Operations, sponsors are just as pivotal in developing a racing series fit for the future.
In the latest addition to our Pathways Into Motorsport series, Fink discusses the business acumen needed to build the series’ brand and how the sport’s changing ecosystem means the sky’s the limit for young women looking to pursue their own career ambitions.
Whilst Fink’s first step into the world of Formula 1 was by chance, she’s had the opportunity to become well-immersed into paddock life over the past quarter of a century. After previously working with the likes of Aston Martin, her multi-faceted role now brings together a host of departments under the commercial umbrella, including partner management, marketing and hospitality.
“This is a dream job and really something that I don't feel is a challenge, but only a reward,” says Fink. “I started out in Formula 1 as a waitress in Paddock Club, which was more of a coincidence than me being an F1 fan. From there, I’ve held different roles across race teams, Formula 1 promoters and sponsors.”
Since it was founded in late 2022, F1 ACADEMY has stood out for its innovative partnerships which have brought the series to the forefront of mainstream commercial and media awareness, with the likes of well-known brands Wella and Gatorade joining recently.
Emphasizing the reciprocal value these partnerships bring, Fink’s work in activating them is a cross-departmental effort that begins long before the cars hit the track.
“For a new series like F1 ACADEMY, it’s important to obtain commercial partners and sponsorship revenues,” she explains. “We want to ensure that we work with our partners in creating digital and integrated marketing campaigns and experiential opportunities, so that the partnership really delivers for our partners going forward.”
Fink adds: “Having a good overview of what your impacts are going to be if you make certain decisions on the operations is really important. In the office, we look after our partner contracts, discuss the deliverables and work to plan a race weekend.
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“On the marketing side, we work with the different teams in Formula 1 and F1 ACADEMY to create social plans and digital updates. Also from a hospitality standpoint, we work with the team in F1 to deliver great experiences for our partners and guests.
“We get here early and start setting up everything for our guests to arrive at our Paddock Club suite. We work with our partners to create content around their cars and drivers and essentially look after our partner guests by creating memorable experiences for them throughout the race weekend.”
Needing to make decisions under pressure and with her broad remit keeping her busy trackside, it’s a fast-paced environment that Fink revels in.
“My favourite part of my role really is the variety of what I get to do,” she says. “It's never the same, no day either in the office or at the racetrack is the same.
“One day you’re working on contracts and discussing commercial terms and another day, you’re setting up a Paddock Club suite, discussing how you integrate your partner, memorabilia and assets. Then you got to an event and represent F1 ACADEMY at the panel, so I really love that it is the variety of my role.”
She adds: “It’s important to be adaptable and agile. I think having worked in Formula 1 for almost 25 years now, the reality is that you have to take quick decisions and be very decisive because the next race will come along whether you make the decision or not.”
Observing the shift motorsport has undergone in recent decades, Fink stressed the important role that increased visibility and representation of women within the industry plays in shaping the dreams of the next generation.
“Some advice I'd give to my younger self would be not to sweat the small stuff,” she remarks. “You don't know what's around the corner and always be open to what's coming. A common misconception is that there is only one route into motorsport for your chosen field and I think the reality is that there are many different ways of how you can enter motorsport, whether that is Formula 1 or other racing series.
“Take any opportunity you can get, start at the bottom and work your way up. I don't think anyone gets hired as a manager straightaway these days. Try and gain as much experience as you can get and volunteer at race weekends that are close to you. Open up your skillset to different roles in the business.
“For young women to find their pathway in the industry, it's important that they can see that there are women doing the roles that they are aspiring to do. I believe if there had been more female role models, I probably would have been more ambitious in my journey earlier in life.
“Most of the roles when I started were in communications, press officers and hospitality roles. Those were the role models that we saw, but there were very few women that essentially held management or senior leadership management roles in Formula 1.”
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Although working within motorsport might not be as glitzy as it appears on screen at times, Fink believes the reality is still something to savour.
“People really think that the job is all about the glamour, the parties, the celebrities,” she concludes. “The reality is we get up early and we stay at the track until late.
“We probably don't see as much of the cities we travel to as we would want to, but it still has a great appeal. It's a fantastic opportunity to get to know the world and I would always recommend working in Formula 1.”