Global live entertainment and ticketing platform AXS has appointed Indian American media executive Sweta Patel as its new Chief Marketing Officer to enhance fan engagement and drive growth.
AXS, a prominent player in the live entertainment and ticketing industry, has announced the appointment of Sweta Patel as its new Chief Marketing Officer (CMO). Patel, an Indian American media and technology veteran, will lead the company’s global marketing strategy, focusing on deepening fan engagement and enhancing partner value.
Based in Los Angeles, Patel will report directly to AXS Chief Executive Officer Bryan Perez. Her appointment comes amid a significant global expansion for the ticketing industry, which collaborates with over 1,600 venues, sports teams, promoters, and artists worldwide.
In her role as CMO, Patel will manage a unified global marketing playbook that integrates data-driven customer acquisition with product innovation and platform adoption across North America, Europe, and the Asia-Pacific region. Her extensive experience in scaling major consumer media and technology platforms positions her well to drive AXS’s marketing initiatives.
Patel brings more than 20 years of experience to AXS, having previously served as Vice President and Head of Marketing and Merchandising at Roku. During her tenure at Roku, she directed global marketing operations for both the hardware platform and The Roku Channel, significantly increasing the company’s household reach from nearly 40 million to over 100 million homes worldwide.
Before her time at Roku, Patel played a pivotal role in the global launch marketing for Apple TV+ at Apple, where she managed awareness campaigns and subscriber acquisition strategies. Her career also includes key positions at Hulu, where she contributed to expanding the streaming service’s subscriber base from 6 million to 28.5 million users.
Patel’s background further includes managing data-driven customer relationship management and campaign initiatives at The Walt Disney Company, as well as building the core database marketing and analytics infrastructure at Cox Communications earlier in her career.
“Sweta is a proven marketing leader with deep experience building global brands, scaling high-performing teams, and connecting customer insight with measurable business impact,” said Perez. “Her background across entertainment ecosystems makes her uniquely suited to strengthen fan retention and drive fresh revenue opportunities for AXS partners.”
AXS, which is owned by AEG, serves as the ticketing architecture for high-profile live events, including the Coachella Valley Music and Arts Festival, Stagecoach, Red Rocks Amphitheatre, and the upcoming LA28 Olympic and Paralympic Games.
Reflecting on her new role, Patel expressed enthusiasm for the opportunity to shape how fans discover, engage with, and remember the events that matter to them. She highlighted AXS’s long-term corporate vision and collaborative culture as key factors in her decision to lead the company’s next chapter of growth.
According to The American Bazaar, Patel’s appointment marks a significant step for AXS as it continues to innovate and expand in the competitive live event landscape.