Event Merchandise Sales Lead

Event Merchandise Sales Lead

Guest-Facing | Sales-Driven | Travel-Heavy Role

The Event Merchandise Sales Lead is a highly visible, guest‑facing role responsible for leading merchandise sales operations at live driving events across the country. This position is ideal for someone who thrives in high-energy, fast‑paced environments
, enjoys engaging with guests, and is motivated by sales goals and team success.

This role requires frequent travel (approximately 50%) to race tracks nationwide and plays a key part in delivering exceptional guest experiences while driving merchandise revenue. The Event Merchandise Sales Lead serves as a brand ambassador at events and a collaborative partner to internal teams year‑round.

• Lead on‑site merchandise sales operations at assigned events, actively engaging guests to drive interest and purchases
• Responsible for the setup, teardown, and relocation of merchandise displays for each event
• Serve as a visible, approachable point of contact within the merchandise area throughout the event day
• Drive sales performance by initiating guest conversations, recommending products, and supporting upsell opportunities
• Ensure merchandise displays are organized, professional, and aligned with brand standards

• Deliver exceptional customer service to participants and spectators, ensuring a positive, memorable experience
• Answer guest questions related to products, programs, vehicles, and event‑day logistics accurately and confidently
• Resolve guest concerns or complaints with professionalism, empathy, and a solution‑oriented approach
• Communicate clearly with guests regarding event updates, schedule changes, or operational adjustments

• Proactively communicate updates related to products, processes, pricing, or promotions
  
  Collaborate with Event GMs, Event Coordinators, Guest Services Associates, and HQ teams to support smooth operations
• Model strong teamwork, professionalism, and guest engagement standards at all times

• Become fully trained and proficient in the POS system and support team members in its use
• Ensure accurate capture of sales data and key performance metrics at all events
• Monitor inventory levels and provide recommendations on replenishment and ordering needs
• Assist with inventory management and report analysis when working in the office
  
  Identify trends, guest preferences, and opportunities for improvement and provide feedback to leadership

• Support Guest Services needs during events, including guest check‑in, outlining the event experience, and reviewing guest media
• Leverage product and program knowledge to support light inside sales opportunities and revenue goals
• Maintain a working knowledge of refund, reschedule, and weather‑related SOPs to support effective problem‑solving

• Travel to approximately 25+ events per year at race tracks across the country
• Work event‑based schedules, including weekends, holidays, and extended event days as required
• Adapt to changing environments, schedules, and priorities inherent to live events

• Enjoys frequent guest interaction and thrives in social, high‑engagement environments
• Is energized by sales goals, performance metrics, and team success
• Takes initiative and ownership in a live‑event setting
• Communicates clearly and works effectively as part of a collaborative team
• Is comfortable with frequent travel and dynamic work environments

• Prefer minimal guest interaction or limited face‑to‑face engagement
• Are uncomfortable initiating conversations or recommending products to guests
• Prefer predictable schedules or do not wish to travel frequently
• Are not interested in sales‑driven roles or performance‑based outcomes
• Struggle in fast‑paced environments with changing priorities

• This role does not directly supervise employees; on‑site teams collaborate under the guidance of the Event GM and Event Coordinator
• Other related duties may be assigned by management as needed

We are committed to providing equal employment opportunities and will provide reasonable accommodations for qualified individuals with disabilities. If you require accommodation to perform the essential functions of this role, please inform us during the application or interview process.