Colin Smith Pegged to Oversee NASCAR Digital Media

NASCAR announced several personnel moves at NASCAR Digital Media (NDM), headlined by the news that NASCAR Digital Media managing director Colin Smith will assums responsibility of managing day-to-day operations for the sanctioning body’s digital platform. Smith, who joined NASCAR in 2012 after a 17-year career at Raycom Sports, will be responsible for the entire digital platform which includes NASCAR.com as well as the tablet and mobile experience. Under Smith’s purview will be e-commerce, subscription products, site optimization and content development. Smith will report to Steve Phelps, NASCAR executive vice president and chief marketing officer.

John Martin, managing director, Digital and Business Operations for NDM and an eight-year veteran of NASCAR, will also take on additional responsibilities. Martin will report to Smith.

Brian Herbst, a nine-year veteran of NASCAR and one of NDM’s first employees, has been promoted to senior director, Content Rights and Partnerships. Herbst will oversee all aspects of NDM’s growing distribution business as well as all digital content and partnership agreements.

Mike Sales has been promoted to director of Design for NDM, reporting to Tim Clark, senior director, Optimization and Programming.

Donald Baal has been promoted to senior manager, Database Marketing and will expand his role to include digital marketing initiatives across NDM.

“Since re-launching the platform in 2013, Colin and John have been major contributors to the growth and development of NASCAR.com as well as the platform’s robust portfolio of digital products and offerings,” Phelps said. “Under their leadership we’re confident that NASCAR’s digital platform will continue to evolve and innovate, providing our fans with the most immersive online experience in all of sports.”

NASCAR’s digital platform was re-launched on Jan. 3, 2013, when the sanctioning body flipped the switch on a brand-new digital experience and suite of mobile apps. In its first full season in 2013, the platform registered an 11% year-over-year increase in monthly unique visitors, highlighted by the platform’s mobile capabilities. NDM continues to see gains in 2014, including engagement across its broad portfolio of second screen products and mobile apps.