The Role

We’re looking for a Head of Marketing, Live Events to lead the strategy and execution of marketing campaigns across concerts, tours, and festivals.

This role is responsible for turning a high-volume pipeline of shows into sold-out events—owning marketing strategy from announcement through performance across multiple venues, markets, and genres.

You’ll work directly with agents, talent buyers, promoters, managers & venue partners to develop a concise and effective plan, ensuring every show is positioned, marketed, and optimized for success.

This is a full-time, in-office role based in Toronto, ON

What You’ll Own

Ticket Sales Strategy Across Portfolio

• Own marketing strategy and ticket sales performance across a high-volume slate of concerts, tours, and live events
• Partner with agents and talent buyers to bring shows to market and maximize sell-through
• Build scalable frameworks to support marketing across 200+ artists and multiple venues

Show & Campaign Lifecycle

• Lead end-to-end marketing for each show—from announcement, presale, and on-sale through final ticket push
• Develop repeatable campaign structures that can scale across venues and artist tiers
• Identify priority shows and allocate resources to maximize revenue impact

Venue & Market-Level Marketing

• Oversee marketing across TFA-supported properties, including:
• The Bowl at Sobeys Stadium
• Regional theatres
• Partner venues
• Develop localized strategies based on market demand, artist profile, and venue dynamics
• Work with venue partners to align on media, promotions, and audience development

Artist Demand Generation

• Support agents in building visibility and demand for roster artists
• Identify opportunities to market artists across multiple shows, tours, and properties
• Collaborate on positioning, timing, and campaign strategy to strengthen ticket performance

Performance Marketing & Data

• Lead paid media and digital strategy across all campaigns
• Leverage ticketing data, CRM, and audience insights to drive conversion and efficiency
• Track pacing, sales velocity, and campaign performance, adjusting in real time

Partnerships & Promotions

• Build and execute promotional partnerships with media, brands, and platforms
• Drive awareness through contests, influencer campaigns, and local activations
• Expand reach across both artist-driven and venue-driven campaigns

Leadership & Cross-Functional Alignment

• Work directly with agents, talent buyers, managers and leadership to align on priorities
• Lead and scale a marketing team and external partners
• Establish processes that improve coordination across a high-volume event pipeline

What You Bring

• 5–10+ years in marketing, with strong experience in live events, concerts, or venue marketing
• Proven track record of driving ticket sales across multiple shows and markets simultaneously
• Experience working with talent agencies, promoters, venues, or ticketing platforms
• Deep expertise in paid media, digital marketing, and campaign optimization
• Strong understanding of fan behavior, touring cycles, and live event economics
• Ability to operate in a high-volume, fast-moving environment

What Sets You Apart

• You understand both sides of the business: artist representation and event promotion
• You can prioritize across dozens of competing shows and opportunities
• You think in terms of portfolio performance, not just individual campaigns
• You combine data-driven decision making with cultural instinct
• You’re comfortable building structure in a fast-growing, evolving environment

Why This Role

This is a unique opportunity to build and lead marketing across a fully integrated live entertainment ecosystem supporting both artist careers and the venues they play.

You’ll play a central role in shaping how TFA brings shows to market, drives ticket sales, and scales its live events business.

About TFA

TFA is one of Canada’s leading talent agencies, representing a roster of 200+ artists across music, comedy, and live entertainment. In addition to artist representation, TFA plays a key role in programming and talent buying across a growing network of live properties, including theatres, partner venues, and large-scale outdoor stages such as the Bowl at Sobeys Stadium.