Kenny Mitchell has been named managing director of brand and consumer marketing, NASCAR recently announced. He will be responsible for leading and implementing the company’s overall brand direction and overseeing strategic growth plans for several critical segments, including youth, millennial and multicultural. Mitchell will be based at NASCAR’s headquarters in Daytona Beach, Fla.
“We are confident that Kenny’s wealth of marketing experience and solid sports background will help to guide NASCAR in our efforts to grow the brand across several key demographics,” said NASCAR Chief Marketing Officer Steve Phelps. “Kenny’s innovative work in developing and growing brands so that they appeal to a younger and more diverse audience makes him the perfect fit for this role and our organization.”
Mitchell will be responsible for developing and executing the annual NASCAR marketing plan and overseeing the company’s media strategies and planning in close collaboration with other NASCAR departments. He will also work on advancing the Industry Action Plan strategies aimed at growing and diversifying the sport’s fan base.
Mitchell brings his experience from companies including Division of Alli, Gatorade/PepsiCo and The NBC Sports Group, where he served as vice president and general manager, responsible for overseeing all aspects of the Dew Tour brand and business. In addition, he led all business development and expansion efforts.
While at Gatorade, he served as the director of sports marketing, managing many of the brand’s sports marketing partnerships, including athlete and property relations, sponsorship negotiations, activation and the creation and execution of retail programming.
Mitchell holds a B.A. from Dartmouth College and an MBA from Dartmouth’s Tuck School of Business. He was inducted into Dartmouth’s Sports Hall of Fame as a member of the school’s men’s basketball team.