Paul Hendrix
Leighton Buzzard
Summary
Dynamic and results-driven commercial leader with nearly two decades of experience building and managing global partnerships, driving strategic initiatives, and delivering impactful events across sport, hospitality, and luxury. Known for fostering trust, collaboration, and long-term value creation, with a proven ability to design and execute global partnership strategies, negotiate multi-million-dollar agreements, and unlock new revenue streams. Approachable and people-focused, with strong interpersonal skills that inspire teams and connect effectively with stakeholders at all levels, from operational teams to the C-suite and board.
Overview
19
19
years of professional experience
4
4
years of post-secondary education
Work history
Senior Vice President, Global Partnerships & F1
Gordon Ramsay Restaurants Group
04.2025 - Current
- Responsible for the management and acquisition of all global partners, development of the global commercial strategy, leadership of the licensing programme, new business, and direct reporting to the board.
- Designed and presented the group’s first Global Partnerships & Commercial Strategy, creating a four-pillar framework (partnerships, licensing, lifestyle, new business).
- Initiated and led conversations with global brands including Aston Martin, BMW, Ferrari, Red Bull, Heineken, LVMH, Disney, LEGO, Visa, and Mastercard.
- Secured the group’s first major private automotive partner booking (150+ guests), delivering strong revenue and brand positioning.
- Launched the F1 employee discount programme across restaurants, driving guest traffic and awareness.
- Represented the group at Formula 1 races and global lifestyle events (London Tech Week, Royal Ascot, Goodwood Festival of Speed).
- Built momentum with agencies (CAA, Octagon, Velocity, Right Formula, Nielsen, Propellor Group) to unlock sponsorship and media opportunities.
- Worked cross-functionally with Sales, Marketing, Purchasing, and Operations teams to deliver integrated activations.
Global Head of Red Bull Relations
Red Bull Racing & Red Bull Technology
01.2017 - 03.2025
- Primary liaison between Red Bull Racing, Racing Bulls, Red Bull GmbH, and global subsidiaries. Directed partnership activations, sponsorship strategy, and premium hospitality programmes across Formula 1.
- Activated Red Bull Racing in 70+ markets, making it the brand’s most utilised global asset.
- Developed and scaled the Red Bull Evolve programme, growing can sales from 100M → 324M (2017–2024).
- Delivered 100+ live Showruns and film projects, boosting global fan engagement.
- Negotiated strategic deals with Walmart (+28% sales) and McDonald’s LATAM to expand distribution.
- Managed premium hospitality for 4,800+ VIPs at F1 events worldwide.
- Oversaw 7 global Energy Stations, activating partnerships with Heineken, Visa, Patron, and Ford.
- Supported global product launches (UK Pink Edition, Brazil Summer Edition) via F1 activations.
Key Account Manager Trade (Foodservice)
The Kraft Heinz Company
01.2016 - 11.2016
Various Roles
Red Bull Netherlands
01.2009 - 01.2016
- Progressed through a series of commercial and leadership positions including National Field Sales Manager, Key Account Manager Leisure & Sport, Regional Field Sales Manager, and Account Manager Gastronomy & Nightlife.
- Managed and developed national key accounts including BMW/MINI, Circuit Zandvoort, TT Circuit, and GP Elite.
- Led a team of 10 account managers; achieved 40% increase in distribution and 30% growth in visibility (Best Manager Red Bull NL 2015).
- Delivered sponsorships, hospitality programmes, and activations for Red Bull events including F1 Belgian GP, Dutch TT, and Gamma Racing Day.
- Served as Sales Academy Trainer, delivering Red Bull’s 'Art of Musketeering' sales training programmes.
Sales Support Account Management
Inalfa Roof Systems
01.2007 - 01.2008
Education
BA - Sport, Economics & Communication
Fontys Hogeschool
01.2002 - 01.2006
Skills
- Global Partnerships & Sponsorships
- Licensing & Consumer Products
- Commercial Strategy Development
- Sports & Entertainment Marketing
- Experiential Activations & Hospitality
- Contract Negotiation & Revenue Growth
- C-Suite & Board Stakeholder Engagement
- Cross-Functional Leadership
Languages
Dutch
Native
English
Fluent
German
Fluent
Interests
- Travel
- Motorsport
- Health & Fitness
- Outdoor Activities
Timeline
Senior Vice President, Global Partnerships & F1
Gordon Ramsay Restaurants Group
04.2025 - Current
Global Head of Red Bull Relations
Red Bull Racing & Red Bull Technology
01.2017 - 03.2025
Key Account Manager Trade (Foodservice)
The Kraft Heinz Company
01.2016 - 11.2016
Various Roles
Red Bull Netherlands
01.2009 - 01.2016
Sales Support Account Management
Inalfa Roof Systems
01.2007 - 01.2008
BA - Sport, Economics & Communication
Fontys Hogeschool
01.2002 - 01.2006
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