Ticketmaster

In 2023, we launched a centralised in-house paid media team to address a key challenge: local markets lacked the resources to run effective campaigns at scale. What began as a team of three has rapidly evolved into a high-performing, cross-European operation. We partnered with platform experts and established best-practice frameworks to drive consistency, impact, and growth. Our always-on strategy, powered by automation and machine learning, now supports thousands of events each week, including those that previously lacked the visibility or budget to receive meaningful support. The results speak for themselves: significantly improved campaign efficiency and an 8x higher ROI compared to the previous decentralised model. We’ve earned the trust of local teams, who now depend on us not just for execution, but for strategic guidance. By opening up marketing support to a broader range of events, we’ve driven value across the board - from emerging talent to marquee shows. Culturally, we’ve built a team focused on collaboration, development, and excellence. We’ve doubled in size, promoted from within, and fostered strong cross-market relationships. This isn’t just another in-house team—it’s a true growth engine for Ticketmaster’s business.