No. 32

Executive VP of marketing, Live Nation Entertainment


For Live Nation Entertainment executive VP of marketing Jackie Wilgar, game-changing marketing tools and her social, digital and mobile teams have proved successful across multiple platforms in 2013. “This past year for me was a big turning point,” she says. “We really started to see the digital tools have notable impact in our ticket sales, the efficiencies of dollars spent on digital media, an increase in email as an awareness mechanism, the social footprint grew, and mobile became a very big factor in our downloads of the Live Nation mobile app and the positive response from fans as an awareness mechanism and e-commerce tool.” This was the year digital clearly moved the needle. Wilgar’s team was responsible for a more than 100% increase in Live Nation’s social footprint this year, which now reaches 4.2 million people, driving about $12 million in ticket revenue year to date. Wilgar also introduced targeted “push” marketing programs, with email promotions responsible for an average per-show increase of 15% in ticket sales for 2013. While lack of awareness has historically been the bane of the concert industry, social media has been a significant factor in changing that, she says. As the year ended, Wilgar left the Live Nation team in North America for London, but will continue working with the company in a role to be determined. “I am currently in discussions with the Live Nation U.K. team about ongoing global and international digital marketing growth,” she says. —Ray Waddell