Tonie Stevens
Summary
Results-driven marketing executive with expertise in generating over $3 million in revenue by orchestrating innovative, multi-channel campaigns. Proven success in driving audience growth and engagement through strategic partnerships and experiential programming at a premier entertainment venue.
Overview
22
22
years of professional experience
Work History
Director of Marketing & Community Relations
NASCAR at Richmond Raceway
Richmond, VA
10.2022 - Current
- Lead strategic planning and execution of large-scale event marketing initiatives for a premier NASCAR-owned venue and multi-use entertainment complex.
- Drive audience growth, brand engagement, and over 3 million in revenue through integrated campaigns, community partnerships, and experiential programming.
- Develop and execute comprehensive marketing strategies for NASCAR race weekends and other annual events.
- Generate demand through multi-channel campaigns (digital, social, partnerships, promotions, SEM, programmatic) targeting new and returning audiences.
- Oversee community engagement strategy, producing 60+ annual events to maintain brand relevance and local impact.
- Built and managed strategic partnerships and promotional offers that reached hundreds of thousands of consumers, enhancing event attendance from 50 states, 29 countries on 6 continents.
- Collaborate cross-functionally with sales, operations, and corporate stakeholders to align marketing with revenue and attendance goals.
- Develop customer journey marketing to target conversion and upselling based on data segmentation and consumer behavior.
- Lead influencer activations, fan engagement initiatives, and in-market appearances to drive ticket sales and brand affinity.
- Lead the Group Sales division and support growth through targeted campaigns, audience segmentation, and B2B outreach strategies.
- Managed marketing budgets, performance metrics, and post-event analysis to inform ROI optimization and enhance future campaign effectiveness.
- Led case study research to assess and refine strategies for future fan engagement.
Event Operations Director
NASCAR at Richmond Raceway
Richmond, VA
10.2022 - 07.2023
- Coordinated facility rental and event operations for 250 annual events across 1,100+ acres, optimizing use of 156,000 square feet of indoor exhibition space.
- Managed 10,000 seat concert venue, securing performances from national recording artists to enhance audience engagement.
- Developed event logistics and operation safety plans for over one million guests annually, ensuring smooth execution and guest safety.
Project Director/Sales
MOI, Inc.
Richmond, VA
01.2019 - 10.2022
- Drive furniture and soft architecture sales by partnering with municipalities, colleges/universities, and health care systems to create intelligent spaces where people want to work/learn, live and stay.
- Generated 2 million in annual sales activity with an 18.5% average GP.
- Expanded customer base and project opportunities through strategic partnerships with organizations having diverse objectives and ongoing furniture requirements.
Director of Sales & Marketing
Strangeways Brewing
Richmond/Fredericksburg, VA
01.2017 - 11.2018
- Expanded brand reach by launching new tasting room and production facility in Fredericksburg.
- Secured distribution partnership, increasing product availability to seven new territories.
- Increased revenue, expanded distribution, and enhanced brand recognition for local craft brewery.
Events & Sales Account Executive
Tap26 Wine Distributor
Ashland, VA
05.2014 - 01.2017
- Increased draft wine placement in restaurant and events by 157% with over 60 account placements in 4 new territories (Charlottesville, Washington DC, New York City and Richmond).
- Coordinated logistical support for festival and event producers to integrate draft wine as a revenue-generating and risk mitigation strategy.
Director of Marketing & Events
Style Weekly Magazine
Richmond, VA
09.2009 - 05.2014
- Initiated non-traditional revenue opportunities for publication focused on festivals and events, enhancing brand equity and expanding market share of attendees and readership
- Conceptualized and produced large scale festivals to include: HOGTOBER Festival, RVA Earth Day Festival, and Shadrock Music Festival.
- Managed all event budgets and expenses, to affect optimum gross profit.
- Secured event funding through sponsorships, vendor opportunities and ticket sales.
- Implemented marketing solutions and promotions to attract top level advertisers and sponsors.
- Analyzed brand performance by monitoring attendance, purchasing, and engagement on social platforms to determine and optimize growth opportunities.
- Developed annual strategic plan and budget for non-traditional revenue department, aligning initiatives with organizational goals.
Display Advertising Director - Sales & Design
Style Weekly Magazine
Richmond, VA
06.2006 - 09.2009
- Lead the sales and design department in producing $2.8 million in annual revenue.
- Developed marketing and strategic advertising schedules/products that attracted advertisers and increased yearly revenue.
- Led team of 9 sales executives and 3 graphic designers to achieve department goals.
- Improved clients’ advertising results by creating new business opportunities through events and special promotions.
Business Development
VA Hispanic Chamber of Commerce
Midlothian, VA
07.2004 - 06.2006
- Secured increased sponsorship funding through targeted outreach efforts.
- Initiated new revenue streams and maximized potential of existing opportunities.
- Developed and implemented state-wide events ranging in revenues from $200,000 - $2,000 and ranging in attendees from first-time immigrant to national and international elected officials, including an annual Hispanic Gala and QuePasa Festival.
Education
Bachelor of Fine Arts - Graphic Design
Virginia Commonwealth University
Richmond, VA01-1995
Academic Excellence -
Loudoun County High School
Leesburg, VA01-1986
Skills
- Marketing Strategy
- Campaign management
- Brand management
- Innovation development
- Market analysis
- Partnership development
- Strategic planning
- Data-driven decisions
- Performance optimization
- Innovation and Conceptualization
- Team leadership
Professional Highlights
- Delivered the first NASCAR Richmond Raceway sell out since 2008.
- Founder and Board of Director: FETCH a Cure, non-profit helping pets with cancer, by providing awareness, vet education and financial assistance for treatment. Founded in 2006 and delivered access to radiation oncology to Central Virginia in 10/2016.
- Developer/Producer: Que Pasa Festival, HOGTOBER Festival, RVA Earth Day Festival, Shadrock Music Festival.
- Event Runner: 2015 Macy’s Thanksgiving Day Parade Marshall/Street Level Producer and 2015 UCI Road World Championship Fan Zone Venue Chief at Libby Hill, 1996 Summer Olympics Centennial Park Sponsor Concierge.
Timeline
Director of Marketing & Community Relations
NASCAR at Richmond Raceway
10.2022 - Current
Event Operations Director
NASCAR at Richmond Raceway
10.2022 - 07.2023
Project Director/Sales
MOI, Inc.
01.2019 - 10.2022
Director of Sales & Marketing
Strangeways Brewing
01.2017 - 11.2018
Events & Sales Account Executive
Tap26 Wine Distributor
05.2014 - 01.2017
Director of Marketing & Events
Style Weekly Magazine
09.2009 - 05.2014
Display Advertising Director - Sales & Design
Style Weekly Magazine
06.2006 - 09.2009
Business Development
VA Hispanic Chamber of Commerce
07.2004 - 06.2006
Bachelor of Fine Arts - Graphic Design
Virginia Commonwealth University
Academic Excellence -
Loudoun County High School