Live Nation

As Creative Director, my role extended beyond festival branding into business development, revenue strategy, and marketing—demonstrating how a creative lens can drive impact across every facet of a global organization.

Creative Strategy that Drives Partnerships

I oversaw all high-level partnership pitches for Live Nation’s festival and experiential portfolio. This role demanded equal parts design leadership and strategic storytelling: honing the narrative, structuring complex content, and elevating presentations into cohesive, persuasive messages.

To strengthen partner confidence, I also developed proof-of-concept activations—bringing abstract ideas to life through tangible creative visions. This approach positioned Live Nation as an innovative partner of choice for organizations such as the NFL, the Biden White House, and Alliance Insurance.

Setting the Standards for the Global Stage

As Creative Director for Live Nation’s music festival division (C3 Presents), I managed the creative & strategic development of our international festival portfolio. This included everything from designing festival brand kits to partnering with external marketing and production teams to create on-brand experiences.

Turning Audience Data into Festival Revenue & Experiences

I partnered with festival leadership to evolve ticketing and fan experiences. By combining survey feedback, demographic research, and ticketing data, I identified new audience behaviors that led to distinct ticket types and experiential add-ons. This data-driven approach deepened fan loyalty, unlocked new revenue streams, and positioned Live Nation festivals at the forefront of fan-centered innovation.

GA+

Drawing on years of fan survey insights, my team and I identified an untapped opportunity between standard GA and premium VIP tickets. We built the business case and launched GA+, a new ticket tier that balanced fan needs—like shade and private restrooms—with accessible pricing. Rolled out across Live Nation’s flagship festivals (including Lollapalooza, ACL Fest, and Bonnaroo), GA+ quickly became one of the most profitable ticket types in the business, with margins as high as 90%.

Original pitch deck slide

GA+ in action

Bonus Tracks

By analyzing a decade of festival audience trends, my team and I identified an opportunity to create a stage that went beyond traditional performances at ACL Festival. I developed the concept and name Bonus Tracks—a space for added programming such as artist interviews, panels, and daily yoga. Over time, Bonus Tracks has grown into a valuable sub-brand of its own, hosting cultural voices like Billie Eilish, Brené Brown, and Bono, and enriching the festival experience with new dimensions of engagement and brand partnerships.

Original pitch deck slide

Logo Design by Chelsea Guerra

Bonus Tracks in action

High-Impact Strategy, Low-Cost Execution

At ACL Festival, I rebranded the existing Layaway program—where fans secure tickets with a small deposit—into the bold, memorable campaign “2020 for $20 Down.” By transforming a simple payment plan into a branded offering, Layaway became a powerful driver of early ticket sales and accessibility.

I also built follow-up strategies for Layaway purchasers, from upsell opportunities to engagement touchpoints. Although COVID disrupted the 2020 season, the approach established a model for deepening loyalty and maximizing revenue from early buyers.

Grassroots Marketing that Resonates

To launch Live Nation’s newest festival, Sea.Hear.Now, I partnered with two icons of American music culture—writer Tim Donnelly and photographer Danny Clinch—on a limited-edition zine distributed across the Jersey Shore and New York City.

This grassroots piece gave the festival a distinctly local voice, blending surfer stories, an interview with headliner Jack Johnson, and original photography that celebrated the spirit of the shore.

The SHN zine offered a refreshingly authentic way to market a global festival brand—retaining a homegrown, DIY feel while being backed by the world’s largest entertainment company.