Alistair Weaver

About

Having worked extensively with both brands and global publishers, Alistair Weaver’s superpower is his ability to understand how creative storytelling can engage others and drive a business. From his base in Los Angeles, he leads a new generation of creatives. As vice president of editorial and editor-in-chief at Edmunds, Weaver heads a team of more than forty content producers, supporting and elevating the Edmunds and CarMax brands. The team encompasses all aspects of modern media, from vehicle testing and written reviews, to video, social and podcasts. He is responsible for both strategy and execution, partnering with executive leaders across both organizations to achieve collective goals. Weaver joined Edmunds’ executive team in January 2018 tasked with re-establishing the company’s reputation for industry-leading consumer content. He deployed a twin-track strategy, creating a more authoritative on-site experience for the twenty million US car shoppers who visit every month, while simultaneously developing a powerful editorial voice to drive awareness of the Edmunds’ brand through owned and earned channels. By focusing on the team’s values of integrity, independence and empiricism, Weaver has led a period of exponential growth in Edmunds’ organic reach. In 2022, for example, Edmunds’ social content was the most shared and talked about in the automotive segment. In recent times, the team has also expanded to produce used car content for CarMax, whose acquisition of Edmunds was driven by their desire for content expertise. In his current role, Weaver continues to deploy the skills he developed as a multi-award winning journalist, producer, director and on-camera host. Having established his own business at the age of twenty-three, he became a leading contributor to some of the world’s largest automotive and lifestyle publications. His first book was serialized in the New York Times and he pioneered the use of online video in Formula One with the award-winning Honda Racing TV. This led to the founding of Gaucho Productions, which created award-winning TV documentaries, commercials and lifestyle PR events. The latter included a number of art installations, including the curation of two, 30ft high sculptures on the south bank of the River Thames in London. Weaver has enjoyed a multifarious career that has given him both a broad skillset and a unique perspective on the media world. Today, with the growth of Artificial Intelligence promising a new paradigm, he is enjoying preparing his team through a new era of storytelling.