Seasoned global events executive brings motorsport, entertainment and luxury automotive expertise, to lead Velocity’s business growth ahead of a landmark 2026 season.
As we continue to strengthen our leadership team, we’ve appointed Annie Richmond as Business Director, based in our London office. Annie is a highly experienced global events and marketing leader with a strong track record within motorsport, entertainment and luxury automotive brands.
Joining Velocity Experience from INEOS Automotive, Annie most recently led high-profile activation strategies and delivered major brand moments across EMEA and global markets. Her career includes senior roles at Jaguar Land Rover (Formula E), IMG (Formula 1 sponsorship and World Rallycross) and Fremantle Media (The X Factor). Across these positions, she honed her skills in strategic leadership, talent and VIP management, complex logistics, sponsorship activation, and stakeholder relationship management in high-pressure environments.
As Velocity Business Director, she will work closely with the senior leadership team including Directors, David Coulthard and Guy Horner as well as Hina Mistry – the newly appointed Group Business Director at parent company TBA Group – to drive business growth and client success.
The appointment comes as Velocity Experience has made several new hires ahead of a thriving 2026, with major projects taking place across the Formula 1 season and other global motorsport series including WEC, Formula E and Dakar Rally.
“Annie’s track record across motorsport and experiential marketing speaks for itself. Her leadership and passion will be invaluable as we continue to push boundaries and deliver extraordinary experiences for our clients in 2026 and beyond. We are thrilled to welcome her to the team at such an exciting time for Velocity’s growth”
“2026 will be a landmark year for motorsport, so it's an incredibly exciting time to join Velocity Experience. The opportunity to combine innovation, storytelling and premium brand experiences on a global stage is hugely compelling, and I’m looking forward to helping take the business into its next phase of growth.”
