News & Media

NASCAR adds three to its marketing team

August 07, 2012, Official Release,

DAYTONA BEACH, Fla. -- NASCAR announced Tuesday the addition of three executives to key roles on its Brand, Consumer and Series Marketing team to help increase the sport's appeal to youth, Gen Y and Hispanic fans. Greg Downey has been named senior director brand and consumer marketing; David Zane will join as director, brand marketing; and Joseph Machin will assume the role of director, multicultural marketing.

Downey, Zane and Machin join NASCAR after tenures with world-renowned companies with reputations for deep consumer insights and best-in-class fan and customer relations. Downey was previously at Coca-Cola; Zane at ESPN; and Machin with a number of leading Hispanic marketing agencies.

"Greg, David and Joseph have spent their careers working with prominent brands known for innovative consumer engagement," Kim Brink, NASCAR managing director of brand, consumer and series marketing said. "Their wealth of knowledge and expertise in youth, Gen Y and Hispanic marketing will help enhance the appeal of our sport for both current and future fans."

Downey, who will report to Brink, was group director of entertainment marketing at Coca-Cola where he oversaw the company's North America entertainment marketing efforts including branded integrations, celebrity endorsements and gaming strategies. He was also among the brand's leaders for asset activation, media negotiations, brand building and advertising.

Prior to his time at Coca-Cola, Downey was vice president of branded entertainment at NBC Universal and director of entertainment properties at the United States Olympic Committee. A member of the New York State Bar Association, Downey graduated Summa Cum Laude from Penn State University.

Zane, who will report to Downey and manage the brand marketing team, joins NASCAR from ESPN, where he was an associate director of sports marketing. He led the development and implementation of marketing strategies to attract viewership for ESPN's motorsports (NASCAR, IndyCar, NHRA) and golf properties across all of the media company's platforms. Prior to ESPN, Zane managed advertising and marketing programs for USA Swimming. He is a graduate of Hamilton College in Clinton, N.Y.

Machin, also reporting to Downey, will assume the newly developed role of director of multicultural marketing in which he will oversee NASCAR's marketing efforts to key multicultural segments with a focus on reaching potential Hispanic fans. Throughout his career, Machin advised brands such as KFC Foods, Telefonica Movistar Latin America, Terra Networks, Bank of America Home Loans, Nissan North America and Chevrolet on their multicultural marketing efforts.

While with Accentmarketing, a Hispanic marketing and communications agency based in Coral Gables, Fla., Machin directed Chevrolet's Hispanic advertising functions and served as the main driver of Hispanic insights, implementing the brand's first automotive English-language campaign targeting Hispanic consumers. Fluent in Spanish and English, Machin is a graduate of St. Francis University in N.Y.