Group moves to an integrated communications model
NASCAR recently completed a 15-month overhaul of its communications function to boost its messaging beyond competitions.
The integrated marketing communications depart- ment now includes director-level leaders for every aspect of the business, including competitions, stake- holder and industry services, brand and consumer, broadcast and entertainment, and content.
In July, NASCAR promoted Jon Schwartz to senior director of business and brand communications, a newly created role. The organization also hired Sabrina Macias as director of brand and consumer marketing communications, and Chris Tropeano as senior manager of business communications. "Our comms efforts within the company are a million times more integrated than they were previously," says NASCAR VP and CCO Brett Jewkes. "It's made our efforts more efficient and productive."
NASCAR also placed communications leaders in each of its four major offices: Daytona Beach, FL (headquarters); Charlotte and Concord, NC; and New York.
"By spreading comms leadership across our offices, we've been able to change our company culture by having comms embedded and elevating the whole discipline in importance within the organization," Jewkes adds.