Summary
Overview
Work History
Education
Skills
Affiliations
Publications
Timeline
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CAROLINE FRYE BURRUSS

CAROLINE FRYE BURRUSS

CEO / CRO
Austin,VB

Summary

Visionary CEO and Sales Leader with a passion for building meaningful connections across communities, entertainment, brands, and live events. Cultivates high-quality fan experiences and compelling branded content programs with community impact in mind. Highly experienced Global Partnerships Leader with a proven background in founding and leading successful ventures. Leverages an entrepreneurial mindset and leadership skills to navigate dynamic market challenges while fostering team collaboration and driving growth in dynamic and fast-paced environments.


Highlights: Social Impact x Sponsorship that drove community engagement and revenue: Pharrell Williams, Billie Eilish, ASM Global Facilities, Austin City Limits Live and the Live Nation Amphitheatre Network.

Overview

2026
2026
years of professional experience

Work History

Founder, CEO

Good Things Agency
10.2021 - Current
  • Founder Brand Partnerships Agency, specializing in driving sponsorship revenue with community impact in mind. Manage team of 12 + across sales, creative solutions, activation and operations. We thrive with a one team mentality and culture of respect.
  • Clients: Pharrell Williams: Something in the Water 2022, 2023, Mighty Dream Forum 2022, Billie Eilish: Tour + Support & Feed, Presented by Wicked Kitchen; Wicked Kitchen: National Ice Cream Launch, AEG/ASM National Arenas program; Alamo Drafthouse Cinema Network; 20+ Music Festivals; Stage Right and Save Live venue networks; MusiCares, Preservation Hall Foundation, Clifford Antone Foundation.
  • Created organization's brand, mission and vision statements.
  • Driven over $20 Million in revenue since January of 2022, while creating connections with brands and communities, through impact and entertainment partnerships.
  • Guided team members through periods of change by providing clear communication on expectations and objectives moving forward..
  • Built a positive organizational culture that fostered creativity, innovation, and employee engagement.
  • Expanded the company's geographical reach, opening new markets and increasing profitability.
  • Introduced advanced technology solutions which led to increased productivity levels throughout the company.
  • Developed strong partnerships with key industry players, contributing to an increased market presence.

Vice President, Global Partnerships

AEG Presents
01.2016 - 09.2021
  • Led the 20,000 ft vision across cohesive partnership and sales strategy for a national music asset portfolio, including 13 music festivals and 7 nationally-recognized venues to drive over $20M in annual generated revenue.
  • Property Highlights: Coachella, Stagecoach, ASM Venues and AEG Global Network of Entertainment Districts, including London’s O2 and LA Live.
  • Top-tier clients: AB, Red Bull, Toyota, Kellogg’s, Converse, PlayStation, Lyft, Bose, Sirius XM Radio, CMT, You Tube, Estee Lauder, Twitch, Amazon Music and Imagine Entertainment
  • Founding member of AEG Climate Positive Touring, AEG Global Partnership DE&I Council
  • Collaborated with cross-functional teams to drive key projects and align business objectives.
  • Analyzed market trends to inform decision-making and identify growth opportunities.
  • Facilitated executive meetings, providing insights for strategic planning and execution.

Vice President, National Media and Sponsorship

Live Nation Entertainment
01.2014 - 01.2016
  • Spearheaded the Auto category across sponsorship, media sales and streaming. Closed deals up to $5M spanning music festivals, venues, streaming content and branded entertainment. Pioneered streaming partnerships by using cutting edge technology to bring music to fans, while driving revenue.
  • Closed the first, groundbreaking deal in the VR Music Series “On Stage” with HULU featuring Lil Wayne and Major Lazer.
  • Leveraged Ticketmaster data analysis to gain audience insights and influence consumer behavior.
  • Expanded Toyota’s music strategy across additional Live Nation assets by 40%. Advances the Toyota account to secure over $1M in sponsorship deals across a curated portfolio of festivals.
  • Developed and implemented process improvements that increased workflow productivity and reduced bottlenecks.
  • Oversaw budget management, ensuring alignment with organizational goals and financial sustainability.

Co-General Manager / Vice President, Sponsorship, Premium Seats and Brand Development

Austin City Limits Live
01.2010 - 2014
  • “Best New Venue of the Year” - Pollstar
  • Co-General Manager of State of the Art, LEED Certified music venue and home to the historic Austin City Limits television studio and part of Block 21, a multi use hotel, condo, retail and venue project.
  • Specialized in Operations, Marketing and all revenue, including Sponsorship, Premium Seat Sales and Content Distribution of brand new state-of-the art music venue and 4K broadcast studio.
  • Built program to help service W Austin Residents and future condo buyers.
  • Venue operations and facility management for 200+ events annually, integration with W Austin hotel and residences and concessions.
  • Top-tier clients: Tito’s, Jack Daniels, AB, AT&T, Dell, Audi, Constellation Brands, Red Bull, Stratus Properties, Canyon Johnson Urban Fund and Starwood Hotels.

Head of Sponsorship, Marketing and Social Good

Rothbury Festival
09.2007 - 10.2010
  • Built the music festival and brand from the group up, forging a partnership with Madison House and AEG, (later named Electric Forest) and nominated for Pollstar “Festival of the Year.”
  • Led sponsorship and marketing efforts in conjunction with Madison House and AEG. Greening, Sustainability and Social Good were all integrated into the fan and brand experience.
  • Key clients: Red Bull, Toyota, AB, Bell’s Beer, MLB, Michigan Economic Development Council.
  • Self-motivated, with a strong sense of personal responsibility.
  • Worked effectively in fast-paced environments.
  • Skilled at working independently and collaboratively in a team environment.
  • Assisted with day-to-day operations, working efficiently and productively with all team members.
  • Organized and detail-oriented with a strong work ethic.

Vice President, National Media and Sponsorship

Live Nation Entertainment
2002 - 2007
  • One of the first team members on the newly formed national Sponsorship Team in 2002. Dedicated to the sponsorship of Live Nation/ Clear Channel Entertainment assets in Music, Broadway and Motorsports. Sponsorship focus: Global Tours, National Amphitheatre pouring rights, Name in Title Deals, Presenting Sponsorship of Monster Trucks. I was the first to establish significant revenue in the energy drink and gaming categories for the world’s leading live entertainment company.
  • Secured $3.5M SONY deal across Clear Channel Entertainment, Outdoor, and Radio.
  • Quadrupled the size of Ozzfest; liaised between North American Touring (Arthur Fogel) and Sponsorship stakeholders (Sharon and Ozzy Osbourne, CAA.)
  • Top Clients: Monster Energy, Playstation, Jagermeister, Miller Beer, Major League Baseball and Nintendo.
  • Led strategic initiatives to enhance operational efficiency across multiple departments.
  • Collaborated with cross-functional teams to align business objectives and drive project success.
  • Analyzed market trends to inform decision-making and support long-term strategic planning efforts.
  • Facilitated stakeholder engagement sessions to gather insights and refine organizational strategies effectively.
  • Cultivated strong relationships with key stakeholders, including customers, vendors, regulators, and community leaders to promote collaboration and long-term success.

Education

Political Science and Journalism

University of Georgia

Skills

  • Team Leadership across Sales, Creative and Activation
  • C-Suite Relationship Building
  • Sophisticated Sales Strategy Across Global Multi Asset Portfolio
  • Experience Building Multi Year Deals and Client Loyalty
  • Ability to build collaboration across teams to drive revenue
  • Brand Integration strategies driven by innovation and creativity

  • Insights-driven audience analysis
  • Venue Operations & Management
  • Coaching and mentoring
  • Client relationship building
  • Documentation and reporting

Affiliations

  • Women Presidents Organization 2025 - Present
  • Board Member, Ann Richards Foundation 2025 - Present
  • Board of Governors; National Academy of Recording Arts & Sciences 2010 - 2015
  • National Board of Directors, Girls for A Change 2008 - 2010

Publications

  • Sponsorship Marketing Association: 7x7: Caroline Burruss
  • Sponsorship Marketing Association Summit: 2025 Speaker
  • University of Texas: Guest Lecturer - Marketing & Communications
  • Fest Forums: 2024 Speaker
  • University of Georgia: Guest Lecturer - Music Business Program
  • Variety: AEG Presents Unveils “Climate Positive” Initiative for Net-Zero Carbon Emissions Touring Business
  • Billboard: AEG Presents Forms Climate Positive Touring Group
  • SXSW Music: The New Brand Pioneers of Country Music
  • Billboard: The Mane Attraction - An Insider’s Guide to Stagecoach
  • Forbes: The Business Behind Tyler the Creator’s Camp Flog Gnaw Carnival

Timeline

Founder, CEO

Good Things Agency
10.2021 - Current

Vice President, Global Partnerships

AEG Presents
01.2016 - 09.2021

Vice President, National Media and Sponsorship

Live Nation Entertainment
01.2014 - 01.2016

Co-General Manager / Vice President, Sponsorship, Premium Seats and Brand Development

Austin City Limits Live
01.2010 - 2014

Head of Sponsorship, Marketing and Social Good

Rothbury Festival
09.2007 - 10.2010

Vice President, National Media and Sponsorship

Live Nation Entertainment
2002 - 2007

Political Science and Journalism

University of Georgia