Ticketmaster has added three new appointees to its marketing team this week, including a new Chief Marketing Officer.
Kathryn Frederick, formerly the SVP of growth and insights at Ticketmaster, has been promoted to CMO to lead the marketing team. She will “further engage fans across all channels, from the initial event search to the event itself and beyond,” Ticketmaster North America president and COO Amy Howe said in a release. Frederick will be joined by StubHub veteran David Eisenberg as the new VP of partnership marketing and Fox Sports’ Andrew Samson as the new brand marketing VP.
Frederick told Adweek that the marketing team’s goal is to “continue to build upon the trust that fans have in Ticketmaster and connect fans to the artists and live events they love.”
“We will continue deepening our investment in data and technology to leverage our scale and improve the end-to-end live event experience for fans,” she said, noting that “unlocking fan identity” is a focus for the team to “truly understand what it is fans want out of the live event experience.”
In order to improve fans’ views on the company, Frederick will likely have to address some issues the ticketing giant has faced in recent months. Ticketmaster has been sparking headlines for charging fans for “platinum tickets,” which can cost up to three times the amount of a regular ticket; Lizzo’s fans were fuming after seeing tickets triple in price the same day they went on sale earlier this month. Additionally, Ticketmaster’s parent company Live Nation is under fire for admitting that artists scalp their own tickets.