Live Nation has named Lisa Licht as chief marketing officer (CMO) of its US Concerts division.
Under Licht (pictured), one centralised marketing team will drive 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.
“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 organization is just the thing to get that done, and I couldn’t be more excited to lead this team.”
To date in 2016, Live Nation’s North America Concert division has attracted more than 48 million fans to its events, up from 44 million in 2015. In total, Live Nation will reach 70 million fans globally this year across its 26,000 events.
Licht has overseen corporate marketing functions since she joined Live Nation last February as EVP of Marketing. She will now report directly to Bob Roux, co-president, North America Concerts.
“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 groundbreaking promotional programs, 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.”
Licht boasts more tham 25 years of branding and entertainment marketing experience. Prior to Live Nation, she was previously SVP of marketing and partnerships at Yahoo! where she oversaw global video, news, sports, and lifestyle events and marketing campaigns as well as Live Nation's live-streaming partnership. Before joining Yahoo, Licht held senior-level positions at both Hasbro and Twentieth Century Fox.