In our series Executive Moves, we introduce our new COO, who will oversee operations at ISM Connect and identify the emerging growth company’s future needs.
ISM Connect announced today that Michael Verlatti has been promoted to Chief Operations Officer. Verlatti will oversee the day-to-day event and field operations of the company and formulate creative strategy to help facilitate the ISM’s emerging growth.
A track record of success within NASCAR
Verlatti officially joined the company last fall after leading ISM Connect’s NASCAR smart screen network deployment from its inception. Verlatti’s father, Mike Verlatti Sr., had a 30-year career in NASCAR, so at age 15, the younger Verlatti began to work with NASCAR. At age 18, Verlatti ran one of NASCAR’s regional teams, and then went on to work in the NASCAR Series Operations department based in Daytona Beach, FL where he was responsible for event logistics. In 2001, Verlatti went to JHE Production Group and became the Senior Director of events that produced NASCAR’s opening ceremonies each weekend as well as many other special events.
Becoming a successful entrepreneur
In 2015, Verlatti founded Traction Event Labs. This company built out multiple successful teams to reach its early goals – a social team, partnership team, and a production team that helped create stories around companies and brands. Verlatti was an innovator at Traction Event Labs where he developed apps to manage business operations more efficiently.
“Michael brings with him a deep knowledge and understanding of the inner-workings of NASCAR, as well as first-hand experience leading a company that is focused on creating exceptional event experiences,” said Ryan Owen, President of ISM Connect. “Michael is extremely eager and driven by intangible passion that has led him to create and build extraordinary events. His creativity will be extremely valuable to the services ISM provides. We are extremely excited to have Michael as a part of the ISM team.”
ISM is an industry innovator building the world’s first fully-integrated network of smart engagement technology. ISM’s network of 100 venues, 10k retail locations and reaches an audience of over 100 million consumers. We modernize the way fans experience events, brands market and venues present themselves.