Luke Timmins

Merchandise and Licensing Director

Luke Timmins is Director of Merchandising and Licensing at Atlassian Williams F1 Team, responsible for the team's commercial strategy across merchandising, e-commerce, retail, brand licensing, and product supply chain.

Luke joined Williams in May 2024 and has transformed the owned-and-operated retail channel, delivering sport-first global collaborations with the likes of New Era, Marvel, DAN DA DAN, and AllSaints, and implementing new marketing strategies to increase fan engagement and product revenue on a global scale.

Before joining Williams, Luke worked with teams across Next, Arcadia Group, Selfridges, Browns Fashion, Farfetch, Gymshark, and Manolo Blahnik - helping to drive transformation at every level from supply chain to regional leadership, retail, operations, and business development.

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Williams Grand Prix Engineering Services LLP, a limited liability partnership registered in England and Wales with company registration number OC456938 and whose registered address is at Station Road, Grove, Wantage, Oxfordshire, OX12 0DQ.