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…