Live Nation has appointed Patricia Flores as vice-president of marketing for its newly formed Live Nation Latin group.

Live Nation officially formed its Latin department in 2017 to increase the company’s presence in the growing Latin live events market in the United States, including touring, festivals, and artist development.

Based in Los Angeles, Flores’ responsibilities include tour branding, digital ad allocations and fan engagement across social media.

Flores most recently served as head of Latin Marketing at AEG Concerts and Goldenvoice, overseeing all national marketing strategies and campaigns for major Latin acts such as Mana, Juanes (pictured) and JLO with Enrique Iglesias.

“Patty has a unique way of tapping into the hearts and minds of Latin music fans to help connect them with artists from across the globe,” said Hans Schafer, senior vice-president of Live Nation Latin.

“We’ve worked together in the past, and I’ve seen her creative marketing strategies elevate countless projects, so I’m very we excited to have her as a key member of the Live Nation Latin team.”

Live Nation Latin is already involved in a number of projects, and in 2018 Latin music fans can look forward to a 33-city world tour for Shakira.

IMAGE: Gils Weber/Live Nation