Patron Technology has further bolstered its leadership team with the addition of former NASCAR executive Betsy Grider as chief strategy officer.

Patron is looking to propel its expansion through Grider’s experience as managing director of technology development and integration role for NASCAR.

She led a cross-functional team to enhance NASCAR’s entire operation through the strategic integration of new technology. Most recently, she focused on Virtual and Augmented Reality, Visual AI, Data Science, and Digital Transformation.

“We are excited to add Betsy’s strategic approach and high energy for growth to a strong management team,” said Jenkins.

“Pairing Betsy with the investment resources of Patron Technology through Providence Strategic Growth will be a powerful combination as we build an innovative live experience and ticketing company.”

The company, which received an investment in June 2017 from Providence Strategic Growth, the growth equity affiliate of Providence Equity, now includes PatronManager, ShowClix, Ticketleap, and SeatAdvisor.

Grider said: “This is a dream opportunity to work across strategy, technology, and corporate development to build amazing live event experiences.”

Patron Technology last month saw Eugene Carr, founder of the firm, step into the newly created position of president in a management reshuffle designed to boost the firm’s expansion.

Marc Jenkins, the former chief operating officer at Learfield Communications, will replace Carr as chief executive.

Image: Grider’s Linkedin