At 18, Jayson Alexander wasn't racing go-karts or growing up in a motorsports family. He was in his bedroom, learning to drive through video games. Today, he's a NASCAR driver and founder of Jayson Alexander Racing—running a full-fledged brand while juggling college, lacrosse, and military service.
In this episode of Be A Marketer, Dave Charest, Director of Small Business Success at Constant Contact, talks with Jayson and his teammate, Shane DiMantova, who leads PR and social media for the team. Together, they've built a loyal fan base by treating their racing operation like a business, from segmenting email lists to planning content calendars around class schedules.
"Even when we're not at the track, we still try to build it up as much as possible," Jayson says. "I see a lot of drivers that, if they're at the track, great, they're posting. If they're not, they're just gone. We want to make you think we’re racing every weekend—even if we're off for a month." Shane adds, "Without Constant Contact, we'd be chickens with our heads cut off.”
They share how they use automation, segmentation, and SMS to grow fan engagement, boost merch sales, and pitch sponsors—even on off weeks. Their approach proves that with the right tools and a plan, small teams can move fast and grow big.
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Meet Today's Guests: Jayson Alexander and Shane DiMantova from Jayson Alexander Racing
Jayson Alexander
👤 What he does: Jayson Alexander is a NASCAR driver, entrepreneur, and full-time college student. He's the founder of Jayson Alexander Racing and co-founder of Premier Performance Group, where he helps fellow drivers land sponsorships and navigate professional racing careers, all while serving in the military and playing collegiate lacrosse.
💡 Key quote: "There's so much more than just showing up and driving. We have everything. We have the social media side, we have the sponsorship side, we have the marketing side."
👋 Where to find him: Website | LinkedIn | Instagram
Shane DiMantova
👤 What he does: Shane DiMantova is a sports management student, freelance designer, and Director of PR and Social Media at Jayson Alexander Racing. He helps run the team's day-to-day marketing, from email campaigns to giveaways, bringing fan engagement and brand identity to the forefront of their growing NASCAR presence.
💡 Key quote: "Without Constant Contact, we'd be a bunch of people running around like chickens with their heads cut off, for sure. We'd be all over the place, not knowing what to do, trying to build up our brand."