SeatGeek has hired ticketing veteran Doug Lyons as its executive vice president of client services.

According to Amplify Magazine, Lyons will focus on growing the SeatGeek Open platform, the operator’s recently-launched primary ticketing site.

SeatGeek, which focused on the secondary market until recently, said its SeatGeek Open platform allows sports franchises, artists and others to sell tickets directly through third-party websites and apps, including online retailers, social media websites and travel tools.

“Doug is the most knowledgeable primary ticketing person I’ve ever met, and I knew very early on that his experience, detailed understanding of and passion for live event ticketing would be powerful and essential for our success in expanding our business in new ways,” said SeatGeek co-founder Russ D’Souza in a statement.

“We are on a mission to move the ticketing space radically forward and Doug is equally committed to such revolutionary change – and has the skills to help us make it happen rapidly.”

D’Souza hired Lyons as an advisor last year and said that they shared a “vision and passion for fundamental changes to how ticketing is handled”.

Lyons was previously a partner at ticketing solution consulting company Futuretix. Lyons also once held roles at ticketing companies Spectra and Ticketmaster and also served as vice president at both and AEG-founded AXS.

“I thought I had worked for my last ticketing company,” Lyons said in a statement. “In a way I was right, because SeatGeek is not a traditional ticketing company. The potential SeatGeek has with far superior technology, fan-centric focus and belief in broad distribution as a way to grow ticket sales and revenue is matched only by the incredibly smart and talented staff that makes up the team. The opportunity they’ve offered me is virtually my dream job. I’m so honoured and excited to be part of such a great culture and organisation.”