Sioned Edwards

Enthusiast
DISC Type : i

IT Operations Director at Aston Martin F1 Team

Shipston-On-Stour, England, United Kingdom

Overview

Sioned Edwards is the IT Operations Director at Aston Martin F1 Team, managing critical areas like trackside IT and cybersecurity. Her career is notable for its unconventional path, having transitioned into IT and risen to a leadership role after earning a Masters degree in Geology from the University of Southampton.

Sioned is passionate about encouraging more women to pursue careers in motorsport and engineering. She often speaks about her journey to inspire others and emphasizes the importance of mentorship and allyship in leadership, advising others to be brave, bold, and step out of their comfort zones.

She secured her first role with the team after deploying software for them as a consultant and boldly asking for a job.

Personality Overview

Non-Confrontational

Optimistic

Story Driven

Unlike D or C types, they are convinced more by stories and testimonials.  They agree with others often, so exercise caution when relying on their word. They prefer to build relationships rather than staying totally transactional.

Topics They Care About

Women in Motorsport
Actively promotes diversity in motorsport, participating in panel discussions and interviews to encourage women and girls to explore engineering and technology careers in the industry.
IT Operations
As Director, she leads the team responsible for all IT infrastructure, from the factory to the racetrack, focusing on reliability and performance to support the F1 team's success.
Digital Transformation
Leads ongoing technology modernization, believing in incremental change rather than a finite project. She has experience implementing platforms like ServiceNow to digitize and automate core processes.

Media Appearances

Christian Pedersen, IFS & Sioned Edwards, Aston Martin F1 Team. Featured in YouTube

See Now

Keeping ahead with AI‑powered tech – IT Operations Director Sioned Edwards and Cogn…. Featured in Facebook (Aston Martin F1 Team)

See Now

theCUBE at IFS Unleashed 2022 with Christian Pedersen & Sioned Edwards. Featured in IFS Blog

See Now

Work History

3-2025
IT Operations Director at Aston Martin F1 Team
10-2023 - 3-2025
Head of IT Operations and Change at Aston Martin F1 Team
1-2023 - 10-2023
IFS Product Manager at Aston Martin F1 Team
9-2021 - 2-2023
Information Technology Business Partner at Aston Martin F1 Team
1-2021 - 9-2021
Production Systems Specialist at Aston Martin F1 Team

Education

2013 - 2017
MSci Geology from University of Southampton
2006 - 2013
Education details unavailable from Welshpool High School

More Information

Social Presence :

Prographics :

Exp : 23 Location : Shipston-On-Stour, England, United Kingdom Job Level : Mid-senior Designation : IT Operations Director at Aston Martin F1 Team
URL has been copied!

Insights For Selling To Sioned

During A Call Or A Meeting

DO's

  • Maintain high, positive energy and convey confidence
  • Speak from experience about success that the product has seen with other customers
  • Compliment them about their personality if you get a chance

DONT's

  • Don’t ask too many questions in one go, weave them into the flow
  • Don’t be too formal with them, they trust informality more
  • Don't be critical or challenge them openly, they can react defensively

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sioned is

  • Relationship and rapport are valuable for them, but so is proven product value.
  • Will you ever get a clear answer from Sioned

  • They probably won't say no directly.


Insights For Deal Planning

    How fast (or slow) will Sioned move?

  • They are not the ones to make fast decisions, even while they stay committed.
  • Can Sioned take some risk or not?

  • They can take some low-probability risks if needed.

You And Sioned

Personality Compatibility


More Profiles

Discover additional public profiles from our index.

Search more profiles

Looking for someone else? Search here for anyone.

Or visit Humantic AI to know more.