NASCAR has revved up its PR operation with two new execs, including an Edelman alum steeped in Hispanic marketing as the auto racing giant targets that demographic under a five-year strategic plan.
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Sabrina Macias, VP at Edelman and a tri-lingual native of Argentina who specializes in multicultural communications, takes the title of director, brand and consumer marketing communications for NASCAR, an acronym for the National Association for Stock Car Auto Racing. She was previously with RL PR and DeVries PR handling general market and Hispanic campaigns.
NASCAR in the spring said it was rolling out new Hispanic marketing to grow the group estimated to be about nine percent of its fan base. The youth market and digital are other areas eyed for expansion, as well, under a five-year strategic business plan developed and introduced after a study by PR firm Taylor.
Chris Tropeano, who handled PR programs for Sports Illustrated, Golf Magazine and their online counterparts, moves to NASCAR as senior manager of business communications. He handled business comms. for Major League Baseball and the National Basketball Assn. after four years in PR with the New York Mets.
Daytona Beach, Fla.-based NASCAR has also promoted Jon Schwartz to senior director, business and brand communications, who is based in New York overseeing Macias and Tropeano.
NASCAR’s business units include partnership marketing/business solutions, corporate/ multimedia marketing, licensing and automotive; broadcasting, digital media, entertainment marketing and productions; brand, consumer and series marketing; green innovation and multicultural affairs.
Brett Jewkes is chief communications officer for NASCAR, which has races broadcast in 150 countries in 20 languages.
NASCAR in 2010 overhauled its communications operation, installing Taylor managing partner Jewkes after a national search in early 2011. Its five-year plan includes five components: growing its youth and Hispanic fan base; reaching the “next generation” of fans; developing a wide-reaching digital and social media strategy; building driver “star power,” and improving the track experience for fans.
NASCAR recently brought in Sean Dougherty from Sprint as director to oversee its content communications division, formerly sport services. He’s helping develop a fan and media engagement center. Stu Hothem, who was director of sport services, has moved to NASCAR’s new digital media unit as director, content, ahead of the launch of a new NASCAR.com on January 1, 2013.
Stephanie Ackerman, associate manager, brand public relations and communications for H.J. Heinz, also joined NASCAR as manager, stakeholder communications.