05/27/2014 3:37PM

NYRA hires chief experience officer, general counsel

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The New York Racing Association announced Tuesday that it has hired Lynn LaRocca to be the company’s chief experience officer and Joseph Lambert as its new general counsel.

In her role as chief experience officer (CXO), LaRocca will oversee NYRA programs designed to serve ontrack, offtrack and online fans as well as try to develop partnerships with those in the racing industry, sponsors, corporate and governmental entities, and service providers. LaRocca will oversee NYRA’s sales, marketing event planning, guest services, customer relations, and communications departments.

A graduate of Syracuse University, LaRocca was a former senior vice president of marketing for Modell’s Sporting Goods and led the company’s development of its brand and marketing strategy. LaRocca also held positions at Bob’s Stores, TJX Co., and Paramount Pictures.

Lambert comes to NYRA from Unitedlex Corp., where he served as executive managing director and general counsel. Prior to that, he was global general counsel for 15 years for DeLoitte, one of the largest accounting and service firms in the world.

In May 2012, NYRA fired Patrick Kehoe as its general counsel. He was replaced by Ken Handal, whose contract was not renewed last fall.

In February, NYRA hired Kevin Rogan to serve as the company’s chief compliance officer.