Live Nation merges marketing depts under new CMO

Live Nation has consolidated its US concert and corporate marketing divisions under a new chief marketing officer (CMO), Lisa Licht.

Under Licht, who joined the company as executive vice-president of corporate marketing from Yahoo in February 2015, one centralised marketing department 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,” says Live Nation. She will report directly to co-president of North America concerts Bob Roux.

“As the world’s leading live entertainment company, innovating our marketing tactics can provide significant results for our artist partners,” Licht says.

“We want to get more fans out to see more artists … Bringing these teams together to create a central marketing organisation is just the thing to get that done”

“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.”

Roux adds: “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.

“Lisa has a long history of creating groundbreaking 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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