NASCAR has hired former Dew Tour executive Kenny Mitchell to be managing director of brand and consumer marketing, the organization said. He will lead the company’s overall brand direction and overseeing the strategic growth plans for several critical segments, including youth, millennial and multicultural. Mitchell, who will work out of NASCAR's Daytona Beach headquarters, will start on Monday, Dec. 2
Reporting to VP Marketing Kim Brink, Mitchell will also oversee NASCAR's media strategies and planning and will participate in the Industry Action Plan strategies aimed at growing and diversifying the sport’s fan base, per the association.
Mitchell comes from Dew Tour, a division of Alli and The NBC Sports Group, where he served as VP and general manager, responsible for overseeing all aspects of the Dew Tour brand and business, including partnerships, sales, marketing, content, events operations and execution. In addition, he led all business development and expansion efforts.
Before that he was at PepsiCo,. where he held several brand management and sports marketing positions and was director of sports marketing at Gatorade.