Sr. Director Digital Media

About RFK Racing

RFK Racing, in its 39th season in 2026, features an ownership lineup pairing one of the sport’s most iconic names, Jack Roush, along with NASCAR Champion Brad Keselowski and Fenway Sports Group owner John Henry. Roush initially founded the team in 1988, and it has since become one of the most successful racing operations in the world, propelling him to be the first NASCAR owner to amass 300 wins and capturing eight championships, including back-to-back NASCAR Cup titles in 2003 and 2004. Keselowski, a former owner in the NASCAR Truck Series, is the 2012 NASCAR Cup Series Champion. In 2007, Roush partnered with Henry, who also owns Major League Baseball’s Boston Red Sox, English Premier League’s Liverpool F.C., and the NHL’s Pittsburgh Penguins, to form Roush Fenway Racing. Off the track, RFK is a leader and proven winner in NASCAR marketing solutions, having produced multiple award-winning social media, digital content, and experiential marketing campaigns.

RFK Racing is seeking a Sr. Director Digital Media to join our dynamic team. The ideal candidate will be responsible for shaping and scaling RFK Racing’s entire digital ecosystem, owning how the brand, drivers, partners, and performance come together across content, platforms, owned media, and direct fan engagement. This role sets the vision for RFK’s digital presence end-to-end, from storytelling and social to digital advertising, email marketing, and emerging platforms. Equal parts strategist and storyteller, the Head of Digital ensures every digital touchpoint is intentional, connected, and driving measurable impact—brand growth, fan engagement, and partner value. This leader brings structure to creativity, clarity to complexity, and momentum to execution, while keeping RFK’s challenger mindset front and center.

Key Responsibilities

• Own and evolve RFK Racing’s comprehensive digital strategy across owned, earned, and paid channels, including social media, website, digital advertising, email marketing, and emerging platforms.
• Define a long-term digital vision that integrates brand storytelling, fan growth, data, and monetization opportunities.
• Ensure a consistent, authentic brand voice and visual identity across all digital touchpoints while allowing flexibility for speed, innovation, and cultural relevance.
• Lead the strategic direction for digital storytelling across RFK Racing, its drivers, and partners, ensuring content ladders up to broader business and brand goals.
• Oversee the development and execution of driver personas in collaboration with PR, marketing, and competition leadership.
• Establish platform-specific strategies that balance organic reach, paid amplification, and audience development.
• Provide strategic oversight of digital advertising efforts in partnership with marketing and partnerships.
• Guide email marketing and direct-to-fan communication strategies, ensuring content, cadence, and segmentation support engagement and retention.
• Lead and mentor the social and digital team, including direct management of the Social Media Manager, Content Manager, Multimedia Producer.
• Establish clear workflows across content planning, production, publishing, paid media, and reporting.
• Empower managers to own day-to-day execution while maintaining senior-level oversight and accountability.
• Serve as a senior creative and digital voice in leadership discussions and key partner engagements.
• Collaborate closely with Marketing, Partnerships, PR, Creative, and Competition to ensure digital strategy supports organizational priorities.
• Partner with commercial teams to design digital-first partner activations that deliver premium value and measurable results.
• Own digital performance reporting across organic, paid, and owned channels, delivering clear, actionable insights to senior leadership.
• Use data to drive strategic decisions, optimize investment, and evolve RFK’s digital approach without sacrificing creative integrity.
• Provide creative leadership for photo, video, and design while remaining comfortable supporting hands-on execution when needed.
• Oversee relationships with external vendors and agencies across photography, videography, animation, paid media, and digital production.
• Travel to approximately 50% of race weekends to oversee and assist with digital execution, real-time storytelling, and content capture.

Qualifications

• Bachelor’s degree in marketing, communications, advertising, journalism, digital media, visual arts, or related field preferred.
• 10+ years of experience in brand, digital, or marketing leadership, with demonstrated ownership of multi-channel digital strategies.
• Proven experience overseeing digital advertising, audience growth, and direct-to-consumer communication (email/CRM).
• Strong leadership background managing managers and cross-functional teams.
• Strategic thinker with hands-on creative instincts and a bias toward action.
• Working knowledge of Adobe Creative Suite and digital production workflows.
• Understanding of photo/video production processes and digital measurement frameworks.
• Experience in motorsports, sports, or live-event environments strongly preferred.