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

Arlette Fernandez is the Senior Managing Director of International Business Operations for NASCAR, based in Charlotte, North Carolina. Originally from El Salvador, she oversees the strategic management of NASCAR's international series across Brazil, Canada, Europe, and Mexico, while also serving as Chair of NASCAR's PRIDE+ Employee Resource Group.

For Arlette, a career in NASCAR wasn't part of the plan; it happened through a series of conversations after moving to Charlotte.

“I moved to Charlotte, and here all roads lead to NASCAR,” Arlette tells Females in Motorsport. 

“They were looking for someone to lead the multicultural marketing team, and I was completely transparent. I had worked in multicultural marketing, but I'd never dedicated all of my time to it, and I'd never even been to a NASCAR race.

“Pete Jung saw something in me and believed I was ready for the challenge. I threw myself into learning the sport, the business, and the multicultural marketing landscape. After two years leading that work, I transitioned to the international team in 2024. "Looking back, joining NASCAR was completely unexpected, but it's been an incredible experience. Every day I've learned something new, and one of the things I love most is that we're a small, nimble team."

Having experienced multiple sides of the business, Arlette believes success at NASCAR has less to do with technical expertise and more to do with mindset.

"The biggest thing I tell every intern is to show that you want to get things done,” she says.

“No task is too small.  One day, you might be working on strategy, and the next you're packing influencer boxes or holding a backdrop in Victory Lane. That's the NASCAR mentality: whatever needs to get done, you do it. Skills can be learned, but the right attitude is what matters most."

While technical skills can always be developed, Arlette believes the qualities that truly set people apart are the ones that can't be taught as easily.

"People talk a lot about AI, but I still believe soft skills are incredibly important,” she says.

“Every day, I work with people from different backgrounds and personalities, so knowing how to communicate, adapt, and find common ground is essential. Technical skills will come with time, but mindset and strong communication are what make people successful."

Arlette has led several initiatives spanning multicultural marketing and international business. From audience growth campaigns and brand collaborations to strengthening NASCAR's international operations, she says the most rewarding work is the kind that creates lasting impact.

"Everything I did in multicultural marketing was incredibly meaningful,” she says.

“We made a real impact in growing awareness and fandom among new audiences through experiential events, media campaigns,  influencer partnerships, and licensing collaborations. One of my favorite projects was our collaboration with Born x Raised for the Clash at the LA Coliseum. "It was a true 360-degree campaign, from content and influencers to a merchandise collection that people still ask me about today. Seeing NASCAR connect with a new audience in such an authentic way was incredibly rewarding."

"On the international side, we're doing a lot of foundational work, including revamping the broadcast experience for the NASCAR Canada Series. It's not always the most glamorous work, and it takes patience because progress can be slow, but those foundations are what make everything else possible. "I'm proud of what our team accomplishes every day, even the small wins, because they all contribute to building something bigger."

 From multicultural marketing to international business, Arlette Fernández has helped NASCAR reach new audiences while staying true to one simple philosophy: no task is too small, and no opportunity is too big if you're willing to learn.