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.
Verlatti officially joined the company last fall after leading ISM Connect’s NASCAR smart screen network deployment from its inception at Daytona International Speedway in February 2017. 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 Series Operations based in Daytona Beach where he was responsible for all 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.
In 2015, Verlatti founded Traction Event Labs. This company consisted of 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.