Jeff Burch has been named senior vice president of NTRA Advantage, the National Thoroughbred Racing Association's group-purchasing arm.
Burch will assume the new role June 22 and will be based out of the NTRA's main office in Lexington, officials said June 1. The role had been filled by Steve Driskill on an interim basis.
As head of NTRA Advantage, Burch will oversee the racing industry's most successful group purchasing plan, responsible for more than $700 million in sales of goods and services since its inception 2002. The NTRA said the program has resulted in more than $120 million in savings to members and affiliates.
Burch comes to the NTRA after 10 years as vice president of advertising at Daily Racing Form.
"Jeff's experience in sales and marketing will be especially valuable because of his extensive contacts within the horse industry nationally," NTRA president and chief executive officer Alex Waldrop said in a release.
Burch also has held leadership roles in advertising, sales, and marketing at publications and companies including Advertising Age, Time Inc., Primedia Enthusiast Group, Petersen Publishing, and the Hearst Corp.
"NTRA Advantage is one of the great success stories on the business side of racing," Burch said. "The existing strength with partners and members exemplifies how important this mutually beneficial program has become. Building broader recognition and use of NTRA Advantage across all aspects of the racing world will be an exciting and rewarding challenge."