Live Nation has announced the centralisation of its marketing operations in North America following the appointment of a new chief marketing officer for its US Concerts division.
Lisa Licht, who was previously the company’s executive vice-president of marketing, is to lead a unified team tasked with driving digital marketing, creative, social media, email and promotional marketing as well as corporate marketing functions such as research and insights, strategic partnerships and corporate branding.
Live Nation’s North America Concert division has attracted more than 48 million fans to its events, up from 44 million in 2015.
“As the world’s leading live entertainment company, innovating our marketing tactics can provide significant results for our artist partners,” said Licht.
“We want to get more fans out to see more artists, which will ultimately grow the bottom line for both our clients and the company. Bringing these teams together to create a central marketing organisation is just the thing to get that done, and I couldn’t be more excited to lead this team.”
Licht will report directly to Bob Roux, co-president, North America Concerts, who said the new CMO’s 25 years of experience within branding and entertainment marketing made her an ideal candidate to drive the company’s growth.
“Live Nation is on track for yet another record year due to our strong ticket sales, and we will continue to innovate our marketing products and strategies and will invest in the best employees to continue to grow our ticket sales and leadership position within live entertainment,” said Roux.
“Lisa has a long history of creating ground-breaking promotional programmes, and together with her new team will craft an end-to-end music marketing platform that adapts to the changing demands of artists, fans, and most importantly, new technologies.”
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