AXS Chief Marketing Officer Sweta Patel has joined the company to lead its global marketing organization. She will focus on strengthening fan engagement, expanding partner value, and accelerating demand generation. As a result, AXS continues investing in marketing leadership as it expands its live event technology platform.
As AXS solidifies its presence in the international live entertainment sector, Patel will help advance the company’s marketing strategy. He will also support its continued growth and drive further innovation. Patel brings more than 20 years of leadership experience across technology, media, and entertainment. Throughout her career, she has held senior marketing roles at Roku, Apple, Hulu, and The Walt Disney Company.
She most recently served as Vice President & Head of Marketing & Merchandising at Roku. In this role, she oversaw global marketing campaigns for Roku and The Roku Channel. She was also responsible for platform engagement, premium subscriptions, content discovery, and audience development. During her tenure, Roku expanded its reach from nearly 40 million households to more than 100 million households worldwide. Consequently, Patel built a strong reputation for driving brand transformation and sustainable business growth.
AXS Strengthens Marketing Strategy with Industry Leadership
As AXS Chief Marketing Officer, Patel will lead a unified global marketing strategy that supports venues, sports teams, promoters, and artists. Moreover, she will focus on improving the complete fan journey across digital and live experiences. Her responsibilities also include strengthening the AXS brand, expanding data-driven customer engagement, and aligning marketing with product innovation, partner growth, and platform adoption. Therefore, the company aims to create stronger connections between fans, partners, and live entertainment experiences.
“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 Bryan Perez, Chief Executive Officer, AXS. “Her background across technology, entertainment and subscription platforms makes her uniquely suited to help AXS strengthen how we grow, engage and retain our global database of fans and drive revenue opportunities for our partners.”
Patel expressed enthusiasm about joining AXS during an important stage of the company’s growth.
“AXS sits at the center of one of the most dynamic spaces in entertainment, connecting fans with the power of live experiences,” said Patel. “What drew me to AXS is the opportunity to help shape how fans discover, engage with, and remember the events that matter to them. Just as compelling were the people behind the business – the authenticity, ambition, and clear vision for the future. AXS has established itself as a leading global platform in live entertainment, and I’m excited to help build on that success and contribute to its next chapter of growth.”
Throughout her career, Patel has helped launch and scale leading consumer platforms, including Apple TV+, Hulu, and Roku Originals. In addition, her expertise spans brand marketing, product marketing, lifecycle marketing, CRM, performance marketing, content marketing, merchandising, AI-powered personalization, and customer engagement.
She has also built and led large cross-functional marketing teams covering digital marketing, social media, creative strategy, content, CRM, product marketing, and go-to-market execution. Consequently, her experience aligns with AXS’s strategy to expand customer engagement while delivering measurable value for partners worldwide.
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News Source: Businesswire.com
