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In January 2005, team owner Rick Hendrick introduced Marshall Carlson as general manager of Hendrick Motorsports. Carlson now oversees day-to-day operations of the company, which employs more than 500 people and fields the stock-car teams of drivers Dale Earnhardt Jr., Jeff Gordon, Jimmie Johnson and Mark Martin.
Carlson started his Hendrick Motorsports career at the ground level, sweeping floors in the chassis department as part of a summer internship in college. After earning a degree in business administration in 1996 from the University of North Carolina at Chapel Hill, Carlson served as team engineer for the organization’s fledgling NASCAR Truck Series team.
Following the 1998 season, Carlson was reassigned to support the team’s sponsorship and marketing efforts. As director of marketing services, Carlson worked on sponsor activation programs, managed the team’s show-car business and launched Hendrick’s first e-commerce Internet site.
From 2002-04, Carlson managed upward of $200 million in real estate projects from as vice president of corporate financial management with the Hendrick Automotive Group, a company owned by Rick Hendrick that operates more than 80 automotive retail locations across the United States.
In 2009, Carlson was named to Street & Smith’s SportsBusiness Journal’s Forty Under 40, which spotlights the 40 top executives in sports under 40 years of age.
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