As Manager of Brand Content for Digital & Social Media at Stake F1 Team KICK Sauber (SF1TKS), Cristina Gaina spearheads innovative content strategies that enhance the SF1TKS brand visibility and deepen its audience engagement.  

With a background rooted in leadership roles at MediaMonks Milano and Ernst & Young Milano, she has refined her expertise in communication and branding and now leads one of the most engaging brands in F1. 

Her passion lies in cultivating team synergy, promoting collaboration, and staying at the forefront of industry trends to consistently achieve outstanding outcomes. Here, she tells us more about her role, inspirations and how she got to where she is today. 

Where it all began

I started this particular position almost nine months ago. I’m currently leading the team, mostly supporting the external agency partners, like SMG and Chinese digital agency, Red Lantern. We’re working together on everything in terms of development, strategy, and implementation of communication for social media – mainly for our global and Chinese social media channels.  

My position in 10 words or less

Strategic lead of SF1TKS’s digital and social media channels.  

Why what I do is important

Nowadays, we mainly communicate on social media channels and digitally, so these are the main touchpoints when it comes to external communication with our audiences; meaning our PR messaging now reaches beyond traditional broadcasters and press. The communication from these channels basically gives us the opportunity to reach so many people, different targets, and audiences, and it’s our job to find the correct way of getting in touch with them and keeping them engaged.  

My first race

My first race was actually in Montreal, Canada two years ago in 2022. I started in the team as a Partnerships Manager, so at the time I was managing quite a few partners. It was a very wet race and it was freezing! That was quite a cool race for us. Zhou and Valtteri scored points for us – it was our best result of the whole season. It was a great opportunity to see how the F1 environment, results on track, plus the hype and passion come together over a very successful weekend. That was a great opportunity to embrace the F1 environment. It was very cool! 

My most challenging moment

I think that it was definitely the change from Alfa Romeo to Stake F1 Team KICK Sauber this year. We went from a very long partnership with an established identity, one that was quite strong on the market, and with quite a history into a lesser-known field with a new partner in a totally new environment. It was exciting to embrace the challenge with tight timelines in terms of adapting the new ideas/new capabilities of the team and obviously implementing the new strategy.  

The communication with our fans had strengthened in order to make them stay and follow us into this new era. So, that was the moment I think myself and my team – and also SMG when they became our partner at the beginning of the season – played our best cards in order to make this happen.  

We know we have a strong fan base. We know we have fans that are passionate about motorsport, about Sauber’s history and we truly believe they will support us, no matter what we are called or whatever the actual team name is. We decided to follow that stream in order to build the new identity. We had to launch a new concept that was totally fresh and engaging and targeted towards a younger fanbase and new generation. I think we did a great job! 

My proudest moment

I think there have been a few, but I would not refer only to myself – it’s team achievements that matter most! We organised a very successful launch for Stake F1 Team KICK Sauber’s C44 in February 2024, thanks to the entire team, our partners, our agencies, and Stake who supported us from Day 1. So for sure, the launch was a really successful moment. 

 Another source of pride was the very first moment when our new tone of voice on social media – our new approach in terms of content – actually came to life via our social media channels. And the response from the community was great. That was definitely the moment when you feel that you’re doing the right job.  

An F1 memory I’ll never forget

My very first motorsport memory was when I was around 12 or 13 years-old. A family friend used to work as a PR for Michael Schumacher. So we went for an intimate meet and greet after a session in Fiorano, Italy. I remember Michael was driving the car at the track and at that moment I was like: “okay. I’d really like to work in this world at some point”. That was the very first moment when I realised it was not only passion but a world I would love to somehow get into.  

We ended up having a meet and greet with Michael Schumacher – a photo opportunity, signing session, caps and so on. It lasted around 10 minutes. A very short intro but it was definitely one of the great motorsport moments in my life.  

What’s next for me

There is not one thing in particular. For sure, leading this department and continuing to grow into this role and eventually working towards the position of CMO are some personal targets. Obviously, I am also looking forward to the new project at Sauber. It’s quite nice to be part of the Audi acquisition, so this is a moment I’m happy I’m part of this team and I am definitely looking forward to the new challenge.  

My advice to others wanting to get a career in motorsports

The main step is to understand that this is a passion. So you need to decide if this is a realistic job prospect or just something that is fun to follow as a fan. I think that is the number one thing. This world is extremely demanding so I’d say it’s definitely the first question I’d ask myself.  

I think in 2024 there are so many cool projects. There are tonnes of different opportunities you can have access to in this world. I started through the automotive sector so my entry point was a different one to most and was definitely not directly a path into motorsport. Consulting gave me an opportunity to challenge myself through investing and getting to know different approaches, and at some point, I think it came naturally – obviously, through the right opportunities – but it came naturally and I was ready for it.  

As a first touch point, I’d start with exploring any and all motorsport career programmes through different activations at university. Do it at the beginning of your career path. You will need passion plus extreme hard work, and to create and recognise the opportunities that are available on the market and then going for it!