June 4-5, 2018
San Francisco, CA

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Evan Parker

Managing Director, Series Marketing & Content Strategy , NASCAR

Evan Parker

Managing Director, Content Strategy


Evan Parker is Managing Director of Content Strategy for NASCAR, where he oversees all content creation and distribution functions, including social media, digital video, editorial, creative design and partner engagement.

The NASCAR content group, formed in 2017 with Parker at the helm, plans and executes content strategy across the company to engage fans, drive consumption, generate revenue and support industry initiatives.  

Parker had an integral role in the new department’s creation, serving as chairman of the company’s first Content Committee, established to align all content-creating business units, elevate strategic planning and enhance collaboration within NASCAR.

Now, Parker guides the overall strategy for editorial and video content on, a massive platform through which millions of fans engage with the sport. The site eclipsed one-billion page views for the fourth-consecutive year in 2017.

In NASCAR Social Media, Parker oversees an award-winning team that produces and distributes content on Facebook, Twitter, Instagram, Snapchat and YouTube. In 2017, social engagement across NASCAR platforms increased 32-percent year-over-year.

Parker continues to lead NASCAR Creative Design (NCD), managing an internal agency responsible for all creative and graphic design work – from social media content to brand mark development to digital advertising. In 2016, NCD was instrumental in developing the company’s first new logo in 40 years.

Prior to his current role, Parker managed series marketing for NASCAR. In 2016, he was appointed the lead role in onboarding Monster Energy – the sport’s third premier series sponsor in more than 70 years – and managing the new partnership.

He also managed all facets of NASCAR’s partnerships with entitlement partners Comcast (XFINITY) and Camping World, and key marketing initiatives related to the national series.

Parker joined NASCAR in June 2011 as Director of Entertainment Marketing and Content Strategy. Based in Los Angeles, he worked with Hollywood executives and producers to integrate NASCAR into television shows and films.

In 2015, Parker was promoted to Senior Director, Brand Platforms and relocated to Charlotte, where he developed NASCAR’s annual marketing calendar and managed industry-wide, tentpole marketing initiatives, including Season Launch, NASCAR Playoffs, NASCAR Salutes and Race to Green.

In 2005, Parker began his career working for Edelman, a leading global public relations and marketing firm, where he supported the global Xbox business. He helped launch the Xbox 360 and managed communications around Xbox Live.

Beginning in 2009, Parker was promoted to Director of Sports and Entertainment Marketing, creating partnerships, content and marketing programs for Edelman clients including Clorox, Wrigley and AstraZeneca.

Parker holds a B.A. in Broadcast Journalism from the University of Maryland. He resides in Charlotte, N.C., with his fiancé, Maggie.

Tuesday, June 05

Compelling Video Content that Drives Social Engagement and Amplifies Sports Partnerships

Video marketing is one of the best ways to create engagement with sports fans on social media platforms. Video has a unique ability to connect with viewers — whether it’s prerecorded videos that are socially shareable or live social videos that are about real-time engagement. In this session, you will hear how sponsors and their partners are using social media to create and promote authentic and emotional content that drives fan engagement. You’ll hear from:

Kevin Cote, Head, Sports Partnerships, Teams and Athletes , Facebook
Jayar Donlan, Executive Vice President, Digital & Social Content, WWE
Sam Li, Head, Content Acquisition and Strategic Partnership, Sina Sports
Evan Parker, Managing Director, Series Marketing & Content Strategy , NASCAR
Manny Rodriguez, Chief Marketing and Experience Officer , UCHealth
Moderator: Abraham Madkour, Executive Editor, SBJ / SBD