As Managing Director of Partnership Marketing at NASCAR, Edwin is responsible for ensuring official partners and sponsor brands are receiving a significant return on their investment across the sanctioning body and its tracks.

Prior to taking on his current role, Edwin led multicultural marketing efforts for NASCAR, developing integrated marketing strategies designed to reach and engage younger and more diverse audiences as part of an effort to expand the sport’s fan base.

Prior to joining NASCAR, Edwin worked for one of NASCAR’s Official Partners, the Coca-Cola Company, as Director of Multicultural Commercialization, where he was responsible for the development of commercial strategies, targeted initiatives, and building cultural competency across the organization, thus helping The Coca-Cola Company maintain its reputation for being one of the top Multicultural marketers.