It's also a force behind Infield Parking, Dale Jr's
social networking web site.
While Dale Jr owns the company, and his sister Kelley
Earnhardt Elledge is listed as co-manager, the firm is
actually ran by marketing whiz Thayer Lavielle.
In addition to her duties at Hammerhead, Lavielle
also heads up all marketing and branding for JR
Motorsports.
Stock car racing is a long way from her previous
position as a vice president for L'OREAL USA in New
York.
There Lavielle successfully re-launched the men's
cologne brand Drakkar Noir by tying it in with an
endorsement and sponsorship with Dale Jr.
Junior's No. 8 Chevrolet sported Drakkar decals, and
he appeared in advertising for the product.
In the ads Dale Jr appeared in designer fashions, and
not the usual t-shirt and jeans he wore around his
friends.
That earned Junior a new nickname from his friends
and crew guys -- Rico Suave'.
Lavielle also has television experience. She worked
at ABC for 5 years as a producer for Good Morning
America.
At L'Oreal Lavielle began her career in public
relations, but her bosses saw she had a talent for
marketing, where she found her niche.
The Dale Jr deal with Drakkar Noir was such a success
that Lavielle scored a promotion -- L'Oreal tapped her
to head up it's Lancôme business.