Head of Communications, Content & Digital, AELTC
Alexandra Willis has achieved industry-wide recognition in her use of content and technology to transform the perceptions of a traditional brand in her role at Wimbledon, building an award-winning digital and communications strategy that is at the heart of the long-term future of the brand.
Through the combination of a content-first, platform second approach, a data-led audience strategy, and placing value on consistent innovation as well as continuous evolution, Willis has led Wimbledon to become one of the most well-respected digital brands in sport. She started her career as a freelance editor and journalist before joining the All England Lawn Tennis Club (AELTC), which stages The Championships, Wimbledon, in March 2011. Since that time, she has worked her way from the Digital Content Editor to being appointed the Head of Communications, Content and Digital, a position she has held since March 2016.
In this role, Willis manages the strategy and execution of all communications and fan marketing touch points including digital, publications, broadcast, social media, data & insight, PR, public affairs and internal comms. This has included the development of Wimbledon’s multi-award-winning digital and social media platforms and content coverage. She is a four-time Sport Industry Award winner and was in the Sport Industry NextGen class of 2016.