Global live entertainment and ticketing platform AXS has appointed Indian American media and technology veteran Sweta Patel as its new chief marketing officer.
Patel is set to oversee the company’s global marketing infrastructure, focusing on deepening fan engagement, enhancing partner value, and accelerating demand generation across digital and live channels.
Based in Los Angeles, Patel reports directly to AXS Chief Executive Officer Bryan Perez. Her appointment comes at a time during an ongoing global expansion for the ticketing industry, which partners with more than 1,600 venues, sports teams, promoters, and artists worldwide.
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In her new role, she will manage a unified global marketing playbook, integrating data-driven customer acquisition with product innovation and platform adoption across North America, Europe, and the Asia-Pacific region.
Patel brings more than 20 years of experience scaling major consumer media, subscription, and technology platforms. She spent her foundational years studying design and technology at the University of the Arts London before completing the Executive Leadership Development Program at the University of Virginia’s Darden School of Business.
Most recently, Patel served as Vice President and Head of Marketing and Merchandising at Roku. During her tenure there, she directed global marketing operations for both the hardware platform and The Roku Channel, supporting content discovery and premium subscription growth. Under her leadership, Roku successfully scaled its household reach from nearly 40 million to more than 100 million homes globally.
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Prior to her role at Roku, Patel spearheaded global launch marketing for Apple TV+ at Apple, where she managed awareness campaigns and initial subscriber acquisition strategies.
Her extensive background also includes key leadership roles at Hulu, where she contributed to marketing efforts that expanded the streaming service’s subscriber base from 6 million to 28.5 million users.
Additionally, she managed data-driven customer relationship management and campaign initiatives at The Walt Disney Company and built the core database marketing and analytics infrastructure earlier in her career at Cox Communications.
“Sweta is a proven marketing leader with deep experience building global brands, scaling high-performing teams and connecting customer insight with measurable business impact,” Perez stated. “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 landmark live accounts, including the Coachella Valley Music and Arts Festival, Stagecoach, Red Rocks Amphitheatre, and the upcoming LA28 Olympic and Paralympic Games.
“What drew me to AXS is the opportunity to help shape how fans discover, engage with, and remember the events that matter to them,” Patel said regarding her appointment. She noted that the platform’s long-term corporate vision and collaborative culture anchored her decision to lead its next chapter of growth.