The New York Racing Association announced May 27 the addition of two executives to its senior management team, naming Lynn LaRocca to the newly created position of chief experience officer and Joseph Lambert as its general counsel.
LaRocca will be responsible for all aspects of the relationship between NYRA and its guests, both current and future. She will oversee NYRA programs that serve on-premise, off-track, and on-line guests as well as developing partnerships with those in the racing industry, sponsors, corporate and governmental entities, and service providers. NYRA's sales, marketing, event planning, guest services, customer relations management, and communications departments will be under her purveyance.
In the hiring of LaRocca, NYRA joins the health-care industry and several other customer-centric organizations in bringing in a CXO who will use new technologies and analytics to understand what guests want and then meeting, and exceeding, those needs.
Formerly a senior vice president in marketing for Modell's Sporting Goods, LaRocca served as a member of its executive committee and led the company's development of its brand and marketing strategy. A graduate of Syracuse University, LaRocca previously served in a range of senior management positions at Bob's Stores; TJX, Co., Inc.; and Paramount Pictures.
"Lynn will help in our continued emphasis to connect with the great fans of our sport in new and innovative ways," NYRA president Chris Kay said.
Lambert comes to NYRA from Unitedlex Corp., where he served as executive managing director and general counsel. Prior to that, he was global general counsel for 15 years at DeLoitte, one of the largest accounting and service firms in the world. Lambert, who holds a Juris Doctor from Suffolk University and a Master of Laws degree and PhD from Cambridge University, began his career at Dewey Ballantine, where he practiced corporate law.
Lambert will lead the NYRA legal team and will advise senior management on all legal, intellectual property, board, governance, and regulatory issues.
"Having Joe on board is crucial to affirming our legal and financial accuracy and integrity," Kay said. "Together, Lynn and Joe bring a wealth of hands-on experience, creativity, and proven track records to their new positions at the New York Racing Association."