Arlette Fernandez: “No Task Is Too Small at NASCAR"

Arlette Fernandez serves as the Senior Managing Director of International Business Operations for NASCAR. Based in Charlotte, she manages series across Brazil, Canada, Europe, and Mexico. She also leads the PRIDE+ Employee Resource Group for the organization. Her path into the sport was not linear, as she arrived in North Carolina and transitioned into the industry after a career in broader marketing. She initially joined the company to lead multicultural marketing, a field she entered without prior experience in motorsports. She views this lack of background not as a hurdle, but as a chance to learn the business mechanics from the ground up.

Her operational philosophy centers on a willingness to handle any responsibility regardless of its size. She regularly advises interns that success is determined by effort and attitude rather than resume bullet points. Whether the task involves high-level strategy for international series or manual labor like setting up backdrops in Victory Lane, she emphasizes that the team mentality relies on everyone doing what is necessary to get the job done.

Beyond manual and strategic tasks, she prioritizes the development of soft skills over technical ones. In an era where many focus heavily on automated tools, she argues that communication, adaptability, and the ability to find common ground are the true indicators of career longevity. Her work in multicultural marketing, including the notable collaboration with Born x Raised for the Clash at the LA Coliseum, demonstrates her ability to connect the sport with new audiences through authentic partnerships.

Currently, she spends her time building the foundational structures for NASCAR's international growth. This includes improving the broadcast experience for the NASCAR Canada Series. While this work is often behind the scenes and requires significant patience, she views these incremental improvements as the essential building blocks for global expansion. Her perspective remains grounded in the reality that even minor wins contribute to long-term organizational success.