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AEG’s European festivals division has appointed Clare Lusher as its first marketing and brand director.

Lusher held positions at the Walt Disney Company and Sony Music prior to MAMA. She will lead on all aspects of brand and marketing across events, partnerships and artist channels, as well as developing strategies for future events.

Lusher will be part of the European festivals leadership team, which is led by CEO Jim King. She will build on AEG’s presence in the European festival market, with a portfolio that includes London events British Summer Time Hyde Park and All Points East, as well as Rock En Seine in Paris.

Taylor Swift, Pearl Jam and Little Mix are among those headlining BST this year, whereas Kraftwerk and Tame Impala will head up All Points East, with more acts to be announced.

“The creation of this new leadership position was a hugely important part of the festival division structure,” comments King. “It underlines AEG’s commitment to invest in high-quality marketing, brand and partnership strategies so we can offer even greater value for the fans, artists and partners. “Clare is highly creative and has a proven track record in leadership and delivering excellence so we’re delighted she has chosen to join AEG to drive this key part of our business.”

Lusher said: “The new position presents the ideal opportunity to nurture and develop a multifaceted, creatively insightful and future-fit marketing team. I look forward to maximising the wealth of collaborative potential across brand and media partnerships combined with overarching strategic clarity”.