Vice President, Marketing and Events

• Feb 2023 - Present

Senior Manager, Partnership Marketing

• Sep 2020 - Dec 2022

• Owned and nurtured sponsor activation relationships with NASCAR, Bubba Wallace, 23XI Racing and all NASCAR sanctioned track agreements • Directed program mulitimillion dollar budgets to maximize profitability and delivered +4 points in overall brand awareness, +75% new Cx and +85% incremental order OKRs YOY, attributed to these specific campaigns • Developed annual, national co-marketing strategies and plans with key partners and establish “buy-in” from internal and external stakeholders • Executed integrated (B2B) co-marketing campaigns (brands like McDonald’s, PetSmart, Goodyear) from strategy and concept, through production, implementation, delivery, and reporting • Oversaw day-to-day operations of NASCAR, Race Driver, and 23XI Racing marketing efforts, including promotions, CRM assets, in-app experiences, live fan activation events, and social/digital content • Implemented strategic DE & I elements to partnerships to bolster brand values and make community impact • Used a data-first approach to optimize campaigns against established goals, improve efficiency, and drive results Show less

Director, Sales and Marketing

• Jun 2019 - May 2020

During this role, I spearheaded digital, social, and e-commerce strategy aimed at delivering compelling content. One of my main duty was to create exceptional VIP wine tasting experiences; implemented SOP in staff trainings. I also drove DTC operations, that amplified customer satisfaction ratings and retention rates. In addition, I accomplished 50% increase in brand awareness through in-market visits and events with membership base, distributors, and on-premise opportunities. A few of my notable accomplishments are mentioned below: ⇨ Achieved 65% retention of VIP wine club memberships with renewed outreach communication. ⇨ Increased DTC sales by 50% through retail and in-market activation programs. Show less

Senior Director, Partner Marketing

• Aug 2016 - Sep 2018

In this role, I administered P&L of partner revenue retention program, while leading account team for overseeing day-to-day partner relationships and fulfillment of SHR partner agreements. Moreover, I created and implemented new partner on-boarding procedure and planning team to establish goals, business objectives, and B2B opportunities Fortune 500 CPG brands within retail locations. Lastly, I steered Partnership Marketing and Event Team staff, included recruiting, coaching, scheduling work assignments, and performance management. My key accomplishments during this role are as follows: ⇨ Increased partner retention 60% via consultation with brands on strategic program direction and optimum performance by utilizing quantitative metrics to determine program ROI. ⇨ Guided five-membered digital and social media team, that consistently created engaging content/branding opportunities. Show less

Senior Manager, NHOF & Regional Partnerships

• Jan 2010 - Aug 2016

In this role, I directed planning team and implemented VIP Hospitality programs for NHOF Inductees, NASCAR Industry VIPs, and C-level guests. One of my key duties was to plan, execute, and develop innovative consumer outreach programs in strategic manner aimed at utilizing NASCAR assets with NHOF marketing and advertising team. My key accomplishments during this role are as follows:⇨ Gained 30% cost savings through effective negotiation of agreements with vendors and agencies, while ensuring maintenance of brand’s value. ⇨ Coached and mentored more than 30 event ambassadors to host 300+ VIP industry guests at major events. Show less

Senior Manager, Industry Marketing

• Nov 2007 - Jan 2010

I oversaw assets and imagery for NASCAR brand marketing/sales materials; organized distribution of materials.⇨ Spearheaded recreation of web portals and guided industry partners on platform as information resource for NASCAR marketing toolkits and marketing research.

Senior Manager, NASCAR Sprint Cup Series

• Oct 2003 - Nov 2007

In this role, I strategically planned, devised, and implemented marketing platforms for premier events associated with Sprint Nextel’s NASCAR sponsorship. Moreover, I drafted and presented executive summaries and dashboards to communicate sponsorship results in frequent manner. I also re-branded series sponsorship assets in alliance with Sprint Nextel brand, creative agency, and activation agency representatives. My key accomplishments during this role are as follows: ⇨ Surpassed designated corporate objectives for promotional activation in national and regional consumer programs and brand awareness via effective communication and management of agency. ⇨ Managed over $7M program budgets with focus on improving profitability and accomplishing brand objectives. Show less

Assistant Manager, Sports Marketing Enterprises

• 1999 - 2003