Max SteventonAEG-owned ticketing company AXS has appointed Sweta Patel as its new chief marketing officer.
AXS said Patel will lead its global marketing organisation, overseeing brand strategy, customer engagement, and demand generation across digital and live event touchpoints.
Patel joins during a period of continued expansion of its technology platform and its role in the live entertainment sector, said AXS.
Patel has more than 20 years of experience in marketing leadership roles across technology, media and entertainment companies, including Roku, Apple, Hulu and The Walt Disney Company. She most recently served as VP and head of marketing & merchandising at Roku, where she led global marketing initiatives for Roku and The Roku Channel. She will be based in Los Angeles and report directly to the CEO Bryan Perez.
“Sweta is a proven marketing leader with deep experience building global brands, scaling high performing teams and connecting customer insight with measurable business impact,” said Perez said. “Her background across technology, entertainment and subscription platforms makes her uniquely suited to help AXS strengthen how we grow, engage and retain our global database of fans and drive revenue opportunities for our partners.”
Patel said, “What drew me to AXS is the opportunity to help shape how fans discover, engage with, and remember the events that matter to them. Just as compelling were the people behind the business – the authenticity, ambition, and clear vision for the future.”