Summary
Overview
Work History
Education
Skills
Timeline
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Laura McGrath

Los Angeles,CA

Summary

Experienced and passionate entertainment executive with a demonstrated history of driving ticket sales and fan engagement in live events. Highly skilled in marketing strategy, branding, media buying, publicity, event production, product management and digital/social content. Proven leader, team builder, effective communicator, problem solver, innovator.

Overview

25
25
years of professional experience

Work History

Marketing & Creative Consultant

INDEPENDENT
06.2022 - Current
  • Operate a full-service independent agency blending strategic creative thinking with a deep understanding of the latest marketing trends and analytics. Clients include Boots & Brews Country Music Festival, SnowNGlow, Surfer’s Point Live, Tequila & Taco Music Festival, and more.
  • Build & Implement Diverse Marketing & Creative Strategies: Design and execute all aspects of marketing including content creation, social strategy, digital advertising, email marketing, media buys, promotions, OOH, and PR.
  • Optimize Campaign Performance: Research trends, analyze and optimize campaign performance; provide clients with expert guidance to achieve business goals; establish and maintain influencer team relationships.
  • Elevate Branding: Design innovative rebranding standards to overhaul and realign brands; develop state-of-the-art digital content; ensure robust social engagement; design compelling event signage, reels LEDs, banners, and sponsorship collateral.
  • Business Development: Write and design elaborate pitch decks to secure new business and sponsorship income. Communicate with sponsors and business leads on behalf of clients.

Director of Immersive Events

CBF PRODUCTIONS
07.2021 - 10.2022
  • Transformed vacant buildings into dazzling immersive art experiences with full-scale event staff. Oversaw all aspects of planning, budgeting, and day-to-day logistics from concept to completion. Exhibitions include The Art of Banksy, Michelangelo’s Sistine Chapel, and Museum of Failure.
  • Project Management: Oversaw multi-million dollar budgets for concurrent large-scale events; built detailed plans for all phases including planning, rollout, build, and marketing; maintained detailed accounting settlements.
  • Built Immersive Event Venues & Teams Nationwide: Researched and identified markets with the highest gross potential. Scouted, negotiated, and secured venue locations. Reviewed and fully executed venue contracts. Built venues from scratch in SF, San Diego, Minneapolis, Charleston, and Omaha.
  • Team Leadership: Oversaw all aspects of staffing; hired all production, marketing, customer service, accounting, box office, security, doctors, and stagehands, and merch & concession sales. Worked with local IATSE unions. Established and maintained relationships with fire marshals and local law enforcement.
  • Collaboration: Worked closely with clients, stakeholders, and internal teams to understand their vision to ensure alignment with business objectives.
  • Built new revenue streams: Developed special events including live music, orchestral performances, wine tastings, yoga, and exclusive private events. Increased revenue by 38% by building unique VIP packages and improving new merch items.

Vice President – Marketing

AEG PRESENTS / GOLDENVOICE
05.2018 - 06.2021
  • Multi-Disciplinary Team Leader: Oversaw a team of 20 staff. Led all aspects of Goldenvoice concert & tour marketing efforts including PR, social media, creative content, design, sponsorship, and branding in North America.
  • Expertise and Leadership in Marketing Diverse Levels of Disciplines and Events: Expertly marketed a diverse roster of shows from the highest-grossing stadium acts (McCartney, AC/DC, Elton John) to developing 500 cap club acts. Oversaw and planned digital and social strategy across all platforms including promoter, venue, event, festival, and artist on FB, IG, Twitter, TikTok.
  • High-Volume Multi-Tasker: Prioritized and optimized extensive duties by balancing marketing a diverse roster of events in addition to Department Head / HR responsibilities:
  • Oversaw all department functions and staffing needs
  • Marketed a high volume of shows
  • Planned, negotiated & executed paid advertising campaigns with budgets of $1,000,000 - $5,000
  • Produced strong promotions with media, radio & TV, social, sponsorship, influencers, and local partnerships
  • National Tour Management: Handled all aspects of national tour marketing for artists including BTS, BLACKPINK, Monsta X, Leonard Cohen, and Nick Cave.

Senior Director – Marketing

AEG PRESENTS / GOLDENVOICE
02.2015 - 05.2018
  • Served as Head of Marketing Department overseeing all aspects of Goldenvoice marketing for Los Angeles team of 14 staff.
  • Handled all aspects of marketing for AEG Presents, Goldenvoice, Concerts West tours, one-offs, and regional festivals.
  • Grew department: Built new roles and brought in staff to bolster social media, graphic design and PR teams.
  • Conceptualized, wrote scripts & collaborated with production houses to build original ad collateral.
  • Developed strong relationships with artists, agents, talent buyers, local media, promotions departments, account executives, venues, and localized resources.

Director of Marketing

AEG PRESENTS / GOLDENVOICE
07.2006 - 02.2015
  • Oversaw all stadium, festival, theater, and club marketing for Goldenvoice & AEG tours and shows throughout California, Arizona, Alaska, Hawaii, and Canada.
  • Delivered highest-performance results and top grosses above any marketer in region.
  • Handled diverse genres and risks: Skilled in diverse genres, venue sizes, artists, or tours (from 500 cap clubs to 60K cap stadiums).
  • Planned & negotiated media spends between $250,000 - $1,000 and strong promotional support adhering to tight deadlines.

Senior Manager - Alternative Marketing

CAPITOL RECORDS
01.2006 - 06.2006
  • Developed marketing initiatives and generated new opportunities for retail, lifestyle, and college outlets.
  • Channeled mass marketing on a niche marketing budget:
  • Created and developed relationships with vendors to promote artists at little or no cost to label
  • Conceptualized special print and online marketing opportunities with national magazine outlets through advertorials & contesting.
  • Pitched & positioned artists to tastemaker, lifestyle, and retail outlets securing hundreds of thousands of impressions at minimal cost:
  • Arranged album positioning, in-store play programs and content placement. Secured in-store play in Anthropologie and Urban Outfitters store and national contesting with Sephora , Benefit, and more.

Manager - Tour Marketing

CAPITOL RECORDS
05.2000 - 01.2006
  • Managed artist schedules and identified markets for greatest impact promotional touring.
  • Maximized and generated promotional opportunities specifically built by tour markets to boost ticket sales and raise artist visibility
  • Integrated radio, retail awareness, publicity (print, television & digital), and advertising/merchandising plans with alternative marketing opportunities.
  • Prepared and administered tour support budgets, oversaw spend, and initiated cost-saving measures.

Education

Bachelor of Arts - Communication Studies and English

Loyola Marymount University
Los Angeles, CA

Skills

  • Event Management
  • Project Management
  • Content Strategy
  • Digital Marketing Techniques
  • Data & Marketing Analytics
  • Social Media Tools
  • Adobe Suite - Photoshop, InDesign, Illustrator
  • MS Office
  • PowerPoint
  • Ad Manager
  • SEO/SEM
  • Lead Generation
  • CRM Software
  • Open AI
  • Jura
  • Office Efficiency Tools: Slack, MS Teams, Monday

Timeline

Marketing & Creative Consultant

INDEPENDENT
06.2022 - Current

Director of Immersive Events

CBF PRODUCTIONS
07.2021 - 10.2022

Vice President – Marketing

AEG PRESENTS / GOLDENVOICE
05.2018 - 06.2021

Senior Director – Marketing

AEG PRESENTS / GOLDENVOICE
02.2015 - 05.2018

Director of Marketing

AEG PRESENTS / GOLDENVOICE
07.2006 - 02.2015

Senior Manager - Alternative Marketing

CAPITOL RECORDS
01.2006 - 06.2006

Manager - Tour Marketing

CAPITOL RECORDS
05.2000 - 01.2006

Bachelor of Arts - Communication Studies and English

Loyola Marymount University

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