Ducati
Ducati North America
Scalable Motorsport Experience Driving Community, Sales & Sub-Brand Expansion
Scope
design
vendor management
staffing
production
Led creative and operational execution for Ducati Island (MotoGP / WSB), IMS Tour, and Ready 4 Red Tour — transforming race weekends and touring programs into immersive brand ecosystems drawing 3,000–5,000 attendees per activation.
Programs were designed as scalable live environments that merged racing culture with product education, lifestyle engagement, and direct consumer connection. Dual marketing fleets supported multiple sub-brands including Scrambler and Diavel, allowing Ducati to activate distinct audiences within a unified footprint.
Year-over-year program growth expanded audience engagement while maintaining operational efficiency across multiple markets and race calendars. Touring complexity demanded synchronized logistics, fleet transport, sponsor alignment, and high-performance build-outs under tight race-weekend timelines.
Year-over-year program growth expanded audience engagement while maintaining operational efficiency across multiple markets and race calendars. Touring complexity demanded synchronized logistics, fleet transport, sponsor alignment, and high-performance build-outs under tight race-weekend timelines.
Function
Served as full creative and execution lead — developing scalable touring frameworks, managing dual marketing fleets, and directing on-site production across international motorsport environments.
Execution
- Managed multi-city touring activations
- Scaled program year-over-year
- Activated 3,000–5,000 attendees per event
- Directed sub-brand positioning within unified footprint
- Oversaw dual fleet logistics and transport
- Integrated sales and customer engagement touchpoints
- Coordinated high-intensity race weekend build schedules
Impact
Elevated Ducati’s live presence into a measurable brand platform supporting dealer engagement, product education, and potential on-site sales influence within the global motorsport community.
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Ducati North America —