DAYTONA BEACH, FL: NASCAR is restructuring its communications under an integrated marketing communications department, and is searching for a CCO.
Ramsey Poston, MD of corporate communications, will step down from his position at the end of the year, continuing to serve as a consultant for the company for the foreseeable future, he told PRWeek. In a release to accompany the changes, NASCAR said Poston "elected not to pursue a role within the new structure."
Jim Hunter, currently VP of corporate communications, will be named VP of special projects. Korn/Ferry International is assisting with the CCO search, and Taylor, NASCAR's long-time AOR, is providing strategic counsel.
"We did a study with Taylor in which they did a comprehensive overview of communications and marketing, and spoke to stakeholders including partners, employees, beat media, fans, and personnel at teams and tracks," said Poston. "They found the PR department scored high in every category, but also found a need for even greater integration when it comes to marketing, to drive that even better."
The new CCO will be part of the senior leadership team, reporting to NASCAR's CMO Steve Phelps. Previously, NASCAR's PR team ran parallel to marketing, and also reported to the CMO.
The transition will allow NASCAR to be more strategic when it comes to digital and social media, to focus on brand and consumer marketing, and develop more strategic collaboration with industry partners.
"This will serve not only NASCAR very well," Poston said, "but our entire industry, for communications on all levels."