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Articles by Shauna
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The Formula Isn't Formula One
The Formula Isn't Formula One
Every week, someone reaches out with the same question. "How do I get into Formula One?" They're usually expecting me…
28 Comments -
When Work, Home, School & a 10yo Collide
When Work, Home, School & a 10yo Collide
I have a confession: I'm a closet introvert (secrets out now!). And I also say things like this “Working mom life is…
14 Comments -
Whether we know it or not, we all (humans) have the potential to be great... and to rise to the occasion
Whether we know it or not, we all (humans) have the potential to be great... and to rise to the occasion
Today is the 10 year anniversary of the miraculous landing of Flight 1549 on the Hudson River, made possible by Captain…
5 Comments
Activity
5K followers
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Shauna Wu shared thisWant to work in motorsport? This one's for you. Over the past year, one question has landed in my inbox more than any other: "How do I break into motorsport?" Instead of answering one message at a time, I decided to put everything I know into one place. This isn't another motivational post. It's a practical playbook filled with real examples from my own career, screenshots, templates, exercises, and actionable steps you can start taking today—whether you're a student, making a career pivot, or already working in the industry and wondering what comes next. Inside, you'll learn: 🏁 How to build a 10-year career vision 🏁 Why you need to validate, not guess 🏁 How to position yourself before you pitch 🏁 How to network strategically (without asking for a job) 🏁 Why "Build Before You're Invited" has become the philosophy that's shaped my entire career My hope is simple: that this helps the next generation build careers with intention. If you read it, I don't want to hear that you liked it. I want to hear what you built because of it.
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Shauna Wu shared thisSEICon left me with pages of notes, but one thought kept replaying in my head... Women aren't the future of sports. They're the now. In fact, women are the reason every human exists. Every one of us started with a woman. That perspective set the tone for an incredible few days surrounded by athletes, physicians, marketers, executives, founders, researchers, women of color, veterans of the sports industry, and women just beginning their careers. Every conversation reinforced the same message: this isn't a movement that's coming someday. It's already here. One panel was asked to describe the future of women in sport in a single word. The answers that stuck with me? Limitless. And... Money. Not because money is the goal, but because investment follows opportunity. The audience is growing. The business case is undeniable. Brands that understand this now will be ahead of those waiting for permission. One session especially resonated with me around sponsorship measurement. We spend so much time talking about ROI (Return on Investment), but one speaker challenged us to think first about ROO: Return on Objectives. That immediately connected with how I've always approached building programs. Before tactics... Before budgets... Before sponsorship packages... I start with: ➡️ Goals (an overarching global goal that anchors your north star) ➡️ Objectives (usually 3-5, these are business objectives) ➡️ Strategy (your objectives inform your strategy, the how) ➡️ Tactics (strategy informs your tactics, this is where big ideas and small ideas come into play and how creative you can get) ➡️ Expected Measurable Outcomes (EMO's. Based on the tactics you've outlined, what can you expect as a measurable outcome?) Those expected measurable outcomes become the proof that your objectives were actually achieved. In many ways, your EMOs are your Return on Objectives. If you don't know what success looks like before you begin, it's nearly impossible to prove your program worked afterward. Another observation I couldn't stop thinking about... Men's sports often thrive on camaraderie. Women's sports thrive on community. There's something incredibly powerful about watching women intentionally create space for one another. Not competition for a seat at the table, but expanding the table itself. As someone building Women Shaping Formula One, this conference was both validating and energizing. It reminded me that we're building something much bigger than content or sponsorships. We're building community around an audience that deserves to be seen, heard, and invested in. Huge thanks to everyone who shared their experiences, challenged my thinking, and reminded me why this work matters. Already looking forward to SEICon next year! Tiffany Sorensen Shawn Garrity Dr. Jen Welter Lauren Allison Madison Brodsky Dr. Atoya Burleson Jessica Cannella Meghan Chayka Shani Coleman Lady Comfort Lydia Davies Alicia Del Gallo Kate Eckman Danielle Finn Madelyn Forster
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Shauna Wu shared thisA podcast studio is never just a podcast studio. It's where relationships begin, stories are shaped, and great partnerships come to life. Huge thanks to Justin Bell, SiriusXM, and Wynn Las Vegas for letting me share a behind the scenes tour! We're already building plans for Ultimate Race Week at the Formula 1 Las Vegas Grand Prix. If your brand wants to engage customers, host executives, create content, or build something that people will actually remember, I'd love to compare notes. See you in Vegas. 🏁
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Shauna Wu shared thisThink it’s impossible to work for McLaren in the US? Think again! Arrow McLaren IndyCar is hiring and Lauren (McNamara) Gaudion is one of the best in the biz. Shoot your shot and apply!Shauna Wu shared thisJob Alert! We’re hiring a Licensing Specialist at Arrow McLaren IndyCar to support our IndyCar merchandise efforts. The role will be based with our team in Indy and work closely with our teammates across McLaren Racing in the UK. Please share the word! Exciting opportunity to grow our brand and work with a strong range of vendors and inventory. https://lnkd.in/gCU94nBr
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Shauna Wu shared thisThis is accessibility and ally ship in action! Alexia Llobera works for Cadillac Formula 1® Team and is generously offering her time to women looking to get into the technical side of Motorsport at Goodwood happening as we speak! This is too good to not share with my network!Shauna Wu shared this🏎️ CALLING ALL FUTURE WOMEN IN MOTORSPORT 🏁 If you’re interested in getting into a technical role in the sport, this might be for you. I’ll be at the Goodwood Festival of Speed today. Send me a LinkedIn DM, Instagram DM @alexiallobera, or share this with a friend if you’d like to say hello and chat between the race cars. 🚀 📸: Shyam Rajdev, the G.O.A.T.
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Shauna Wu shared thisShow me the money 💰 OG Leigh Steinberg moment at SEICon! That’s a wrap, full breakdown of the event coming in a post tomorrow!
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Shauna Wu shared this🎙️ Live from Las Vegas! Just wrapped taping a brand-new episode of Drive to Wynn from the SiriusXM studio inside Wynn Las Vegas. Before SEICon officially kicks off at the Bellagio, I had the opportunity to catch up with Justin Bell, the 1997 FIA GT Champion, 24 Hours of Le Mans class winner, broadcaster, and host of Drive to Wynn. Tomorrow's episode is a fun one. Justin is joined by Mark Blundell to break down everything from the British Grand Prix to the latest paddock gossip, including one question that's on everyone's mind... Does Red Bull Racing & Red Bull Technology need Max Verstappen more than Max needs Red Bull? Let's just say... there are some opinions. 👀 If you're an Formula 1 fan, you'll want to tune in. 🎧 Listen on Apple Podcasts (https://lnkd.in/gNhJYY3G) ▶️ Watch on YouTube (https://lnkd.in/gBnrkFqK) 📻 Or catch it on SiriusXM Channel 81 and the SiriusXM app. Now it's time for SEICon, sponsored by USA TODAY Sports Media Group! I'm looking forward to reconnecting with familiar faces, meeting new ones, and talking all things event marketing, partnerships, sponsorships, experience design, and the future of sports. More to come, live from SEICon! If you're here this week, let's connect. Tiffany Sorensen Shawn Garrity
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Shauna Wu shared thisOpportunities don’t send calendar invites. They don’t tell you they’re coming next month. They don’t care how long you’ve been waiting. They simply show up. And when they do, there’s only one question: Were you ready? That’s what stood out to me watching Charles Leclerc today. Ferrari hasn’t had the easiest road. Charles has carried enormous expectations for years. There have been races where the pace was there but the result wasn’t. Strategy calls that didn’t go his way. Mechanical failures. Near misses. Questions about whether Ferrari could put all the pieces together. But here’s the thing… Charles didn’t suddenly become a better driver today. He was already that driver. Today, preparation finally met opportunity. I think about this a lot in my own career. The partnerships that changed my career… The introductions that led to opportunities I never saw coming… The meetings that turned into projects… None of them arrived when it was convenient. They arrived because I kept building, learning, reaching out, and preparing long before anyone was paying attention. That’s the part people rarely see. Everyone celebrates the win. Very few appreciate the thousands of quiet decisions that made the win possible. Stay ready. Because your next opportunity won’t ask if it’s a good time. It’ll simply arrive.
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Shauna Wu shared thisI have to give credit where credit is due. McLaren Racing just reminded everyone why they’re one of the best marketing and creative teams in sport. Their latest behind-the-scenes feature with Adele isn’t just another celebrity visit to the MTC. It’s a masterclass in storytelling. Instead of the typical factory tour, they flipped the script. You get Lando Norris and Oscar Piastri interviewing Adele. Adele interviewing them. Adele interviewing Zak Brown. It feels unscripted, awkward in all the right ways, genuinely funny, and incredibly human. My favorite moment? Watching Lando have absolutely no idea what a MySpace Top 8 was. As a female fan, this is exactly the kind of content I want more of. It’s not trying too hard. It isn’t overly polished. It isn’t another piece of sponsor-first content. It’s authentic, cinematic, funny, informative, and gives fans access to a side of Formula One we rarely get to see. And here’s what I think McLaren deserves even more credit for… They recognized that one of the biggest artists in the world is also an F1 fan, then built an entire piece of content around her curiosity instead of simply asking her to wave at the camera. That’s smart marketing. It broadens the audience, gives existing fans something fresh, and creates the kind of content people actually want to watch all the way through. It’s a must-watch. Bravo to everyone on McLaren’s brand, creative, content, and production teams. You absolutely nailed this one. https://lnkd.in/giWPCp9sAdele Visits McLaren Mastercard F1 Team | McLaren RacingAdele Visits McLaren Mastercard F1 Team | McLaren Racing
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Shauna Wu liked thisShauna Wu liked thisLooking for a special candidate to help lead our Hot Lap program! This is a unique opportunity for someone who loves motorsports, thrives in operations, and is passionate about creating unforgettable guest experiences. If you know someone who would be a great fit, I'd appreciate you sharing this opportunity!
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Shauna Wu liked thisSome exciting news to share this morning! I’m so grateful to Kim and Jens for their trust, leadership and partnership. Skims has already redefined what is possible and with so much more ahead, I couldn’t be more excited to continue building together with our incredibly talented team. 🙏✨Shauna Wu liked thisSKIMS, the intimate apparel brand founded by Kim Kardashian and Jens Grede, has promoted Tracy Nguyen to chief communications officer, a new post. In the expanded role, Nguyen will continue to lead global communications for Skims, while taking on broader oversight of entertainment, sports and brand partnerships. Read more: https://lnkd.in/gXQjjijYSkims Promotes Tracy Nguyen to Chief Communications OfficerSkims Promotes Tracy Nguyen to Chief Communications Officer
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Shauna Wu reacted on thisCongrats on topping the list, Frank - it was only a matter of time to see you take your rightful place at the top of the pile. And thank you for the kind words you penned for my testimonial. I'm honoured to be in such esteemed company and to see so many friends and colleagues here. Congratulations to all. 🍾Shauna Wu reacted on thisAlways appreciate seeing the work and thought that Steve Barrett, Frank Washkuch, Gideon Fidelzeid and the entire team at PRWeekput into their every day work and their special issues -- it is great to have a team focused on this function, where we are doing well, what we have to learn, where we've fallen short. Thank you to Melissa Waggener Zorkin for the kind words, and congrats to all of the amazing people on the list -- what an incredible cohort!
Experience & Education
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The Shauna Wu Project
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Licenses & Certifications
Volunteer Experience
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Volunteer
Sunrise Senior Living
- Present 1 year 11 months
Meet Minnie – A Tiny Pup with a Big Heart
Hello! My name is Minnie, and though I’m just 3.5 lbs, my heart is full of love to share. I’m a 1-year-old Teacup Yorkshire Terrier with a dream of becoming a therapy dog. I may be small, but I’m learning how to make a big difference in people’s lives. There’s something magical about bringing joy and comfort to others, and nothing makes me happier than seeing someone’s face light up when we meet.
At home, I’m my mom Shauna’s emotional…Meet Minnie – A Tiny Pup with a Big Heart
Hello! My name is Minnie, and though I’m just 3.5 lbs, my heart is full of love to share. I’m a 1-year-old Teacup Yorkshire Terrier with a dream of becoming a therapy dog. I may be small, but I’m learning how to make a big difference in people’s lives. There’s something magical about bringing joy and comfort to others, and nothing makes me happier than seeing someone’s face light up when we meet.
At home, I’m my mom Shauna’s emotional support animal, always by her side when she needs a little extra love or a comforting cuddle. She says I have a way of knowing just when someone needs me most. My days are filled with cuddles, sweet kisses, and plenty of fetch—because no matter how tough things might be, there’s always time for a little fun.
As I start my journey to becoming a therapy dog, I dream of sharing that same love with more people. Whether it’s snuggling up in someone’s lap or offering a soft nuzzle to brighten their day, I know I’m meant to bring smiles and warmth to those who need it. My mission is simple: to make every day a little brighter, a little softer, and filled with a lot more love.
I can’t wait to meet you and hopefully bring a little sunshine to your world. Together, we’ll share moments of joy, warmth, and connection that will touch your heart—just as you will surely touch mine. -
Volunteer
Timber Ridge at Talus
- Present 1 year 11 months
Meet Minnie – A Tiny Pup with a Big Heart
Hello! My name is Minnie, and though I’m just 3.5 lbs, my heart is full of love to share. I’m a 1-year-old Teacup Yorkshire Terrier with a dream of becoming a therapy dog. I may be small, but I’m learning how to make a big difference in people’s lives. There’s something magical about bringing joy and comfort to others, and nothing makes me happier than seeing someone’s face light up when we meet.
At home, I’m my mom Shauna’s emotional…Meet Minnie – A Tiny Pup with a Big Heart
Hello! My name is Minnie, and though I’m just 3.5 lbs, my heart is full of love to share. I’m a 1-year-old Teacup Yorkshire Terrier with a dream of becoming a therapy dog. I may be small, but I’m learning how to make a big difference in people’s lives. There’s something magical about bringing joy and comfort to others, and nothing makes me happier than seeing someone’s face light up when we meet.
At home, I’m my mom Shauna’s emotional support animal, always by her side when she needs a little extra love or a comforting cuddle. She says I have a way of knowing just when someone needs me most. My days are filled with cuddles, sweet kisses, and plenty of fetch—because no matter how tough things might be, there’s always time for a little fun.
As I start my journey to becoming a therapy dog, I dream of sharing that same love with more people. Whether it’s snuggling up in someone’s lap or offering a soft nuzzle to brighten their day, I know I’m meant to bring smiles and warmth to those who need it. My mission is simple: to make every day a little brighter, a little softer, and filled with a lot more love.
I can’t wait to meet you and hopefully bring a little sunshine to your world. Together, we’ll share moments of joy, warmth, and connection that will touch your heart—just as you will surely touch mine.
Honors & Awards
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Silver ADDY - Branded Content & Entertainment for Online/Interactive
American Advertising Awards
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Silver ADDY - Creative Elements Campaign
American Advertising Awards
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Silver ADDY - Data Driven Media
American Advertising Awards
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Silver ADDY - Data Driven Media
American Advertising Awards
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Silver ADDY - Mobile Interaction
American Advertising Awards
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Silver ADDY - Online/Interactive Campaign
American Advertising Awards
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Silver ADDY - User Experience
American Advertising Awards
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Shorty Impact Awards - Overall Winner in Nonprofit Partnership category; Silver Winner and Audience Honor Winner in Education category
Shorty Impact Awards
SponsorX
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The Drum Social Purpose Awards - Highly Commended Winner (2nd place) in Best Brand/Charity Collaboration
The Drum Social Purpose Awards
SponsorX
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Addys (American Advertising Awards) – Best in Show, Gold in 5 categories
American Advertising Awards
The Challenge
As a leader in a new category of enterprise work management software, Smartsheet wanted to clearly differentiate its brand from fast-growing competitors. Its sponsorship of the McLaren Formula 1 Team provided a high-visibility, global platform—but on a car crowded with logos, how could Smartsheet stand out and meaningfully show what they stand for?
The Solution
Smartsheet flipped the F1 sponsorship playbook with Sponsor X, removing its own logo from the McLaren cars…The Challenge
As a leader in a new category of enterprise work management software, Smartsheet wanted to clearly differentiate its brand from fast-growing competitors. Its sponsorship of the McLaren Formula 1 Team provided a high-visibility, global platform—but on a car crowded with logos, how could Smartsheet stand out and meaningfully show what they stand for?
The Solution
Smartsheet flipped the F1 sponsorship playbook with Sponsor X, removing its own logo from the McLaren cars and replacing it with nonprofit organizations making real-world impact.
At the Australian Grand Prix, Smartsheet spotlighted DeadlyScience, which provides STEM resources to remote Indigenous communities in Australia. At the U.S. Grand Prix, they featured The Hidden Genius Project, which mentors Black male youth in tech, entrepreneurship, and leadership.
Instead of focusing on product promotion, Smartsheet created documentary-style short films to tell each nonprofit’s story—airing them across McLaren and Smartsheet channels to drive visibility, action, and impact.
The Results
$4.2M in combined financial + media value
9M impressions and 64K engagements from McLaren social posts
675M in earned media reach across 51 placements with 99% positive sentiment
+608% lift in engagement, +2851% lift in owned engagement
14.2M social reach from 2K mentions and 74K engagements
Outperformed ClickUp and monday.com Super Bowl ads in social engagement
#1 mentioned McLaren sponsor on social during AUS GP
Smartsheet didn’t just say what it stood for—they proved it, by using their global stage to lift others. -
SABRE Awards APAC - Finalist in 2 categories
SABRE Awards
SponsorX
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Sponsorship Mastery Summit Award
Sponsorship Marketing Association
The Challenge
As a leader in a new category of enterprise work management software, Smartsheet wanted to clearly differentiate its brand from fast-growing competitors. Its sponsorship of the McLaren Formula 1 Team provided a high-visibility, global platform—but on a car crowded with logos, how could Smartsheet stand out and meaningfully show what they stand for?
The Solution
Smartsheet flipped the F1 sponsorship playbook with Sponsor X, removing its own logo from the McLaren cars…The Challenge
As a leader in a new category of enterprise work management software, Smartsheet wanted to clearly differentiate its brand from fast-growing competitors. Its sponsorship of the McLaren Formula 1 Team provided a high-visibility, global platform—but on a car crowded with logos, how could Smartsheet stand out and meaningfully show what they stand for?
The Solution
Smartsheet flipped the F1 sponsorship playbook with Sponsor X, removing its own logo from the McLaren cars and replacing it with nonprofit organizations making real-world impact.
At the Australian Grand Prix, Smartsheet spotlighted DeadlyScience, which provides STEM resources to remote Indigenous communities in Australia. At the U.S. Grand Prix, they featured The Hidden Genius Project, which mentors Black male youth in tech, entrepreneurship, and leadership.
Instead of focusing on product promotion, Smartsheet created documentary-style short films to tell each nonprofit’s story—airing them across McLaren and Smartsheet channels to drive visibility, action, and impact.
The Results
$4.2M in combined financial + media value
9M impressions and 64K engagements from McLaren social posts
675M in earned media reach across 51 placements with 99% positive sentiment
+608% lift in engagement, +2851% lift in owned engagement
14.2M social reach from 2K mentions and 74K engagements
Outperformed ClickUp and monday.com Super Bowl ads in social engagement
#1 mentioned McLaren sponsor on social during AUS GP
Smartsheet didn’t just say what it stood for—they proved it, by using their global stage to lift others. -
ANA B2B Awards - Finalist in Sponsorship Program category
ANA B2B Awards
SponsorX
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Anthem Awards - Won a Silver and a Bronze in Education, Art & Culture Partnership or Collaboration categories
Anthem Awards
SponsorX
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Digiday Greater Good Awards - Shortlisted
Digiday Greater Good Awards
SponsorX
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Gartner Marketing & Communications Awards - Finalist for Excellence in Social Impact
Gartner
SponsorX
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PRNews Social Impact Awards - Honorable Mention in 2 categories; Social Good/Responsibility Campaign and Cause Branding Campaign
PRNews Social Impact Awards
SponsorX
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PRWeek Global Awards - Shortlisted in Non-Profit category
PRWeek Global Awards
SponsorX
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SABRE Awards North America - Finalist in Multi-Market category
SABRE Awards
SponsorX
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Shorty Awards - Finalist in Social Good Campaign
Shorty Awards
SponsorX
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The Drum Awards for Marketing - Shortlisted in Social Purpose category
The Drum Awards
SponsorX
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Peter Filopoulos
Good article on the launch of Denver’s new NWSL club. $110M expansion fee and around $450M committed to stadium, training facilities and infrastructure. That level of investment in women’s football would have been hard to imagine not that long ago. What also stands out is the timeline — building a club from nothing to kickoff in just 14 months. Staff, players, facilities, partnerships, fans. That’s a huge lift. The early demand from fans in Denver shows the opportunity is real. But the lesson is simple. If leagues want clubs to succeed long term, the formula is clear - invest properly, build the infrastructure, and give clubs the time to grow into their market. That’s how strong and sustainable leagues are built. ⚽️ https://lnkd.in/gxuSwX7d
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Margaret Launzel-Pennes
At the recent MPI Southern California Chapter Game On Roadshow, I had the opportunity to lead a session that’s close to my heart: exploring AI as an “assistant coach” for our industry. Too often, AI is framed as a threat to creativity. My goal is to flip that narrative. I shared how I use AI as a practical, everyday tool that helps planners and suppliers: • Streamline RFP responses • Discover new positioning strategies for destinations • Spark fresh ideas when the creative energy needs a boost In Las Vegas, we even took it further with an interactive exercise: reimagining the city’s narrative by using AI to challenge assumptions and surface unexpected storylines. The energy in the room was incredible and it showed me once again that AI doesn’t replace creativity, it sharpens it. For me, the takeaway is clear: the future of events isn’t AI versus people. It’s people empowered by AI. When used thoughtfully, it helps us design experiences that are more efficient, more inspired, and undeniably human. I’d love to hear from you: how are you experimenting with AI in your own work? #eventprof
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