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AXS appoints Sweta Patel as chief marketing officer
Patel brings more than 20 years of experience in technology, media and entertainment marketing
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Malvika Choudhary - Tue, 30, Jun 2026
- 18:04 EDT
- 26
Sweta Patel / LinkedIn/ Sweta Patel
California-based ticketing and live events technology company AXS has appointed Sweta Patel as its chief marketing officer, the company announced June 30.
Patel will oversee AXS's global marketing organization, focusing on strengthening fan engagement across digital and live experiences, enhancing value for partners, and driving demand generation as the company expands its ticketing technology platform and presence in the live entertainment industry.
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She will report directly to AXS chief executive officer Bryan Perez and will be based in Los Angeles.
Patel brings more than 20 years of experience in technology, media and entertainment marketing. She most recently served as vice president and head of marketing and merchandising at Roku, where she led global marketing for Roku and The Roku Channel. During her tenure, Roku expanded its reach from nearly 40 million to more than 100 million households while growing platform engagement, premium subscriptions and content discovery.
Before joining Roku, Patel led the global launch marketing of Apple TV+ at Apple, overseeing awareness and subscription acquisition campaigns. She also held senior marketing roles at Hulu, where she helped drive subscriber growth from 6 million to 28.5 million, and at The Walt Disney Company, where she led customer relationship management and campaign marketing initiatives across several businesses. Earlier in her career, she built Cox Communications' database marketing and analytics organization.
"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 said.
"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," he added.
In her new role, Patel will lead AXS's unified global marketing strategy, supporting the company's network of venues, sports teams, promoters and artists. Her responsibilities include elevating the AXS brand, expanding data-driven customer engagement capabilities, and aligning marketing more closely with product innovation, partner growth and platform adoption.
"AXS sits at the center of one of the most dynamic spaces in entertainment, connecting fans with the power of live experiences," Patel said. "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 major consumer platforms her experience spans brand marketing, lifecycle marketing, customer relationship management, performance marketing, merchandising, AI-powered personalization and go-to-market strategy.
Patel studied Design and Technology at the University of the Arts London and completed the Executive Leadership Development Program at the University of Virginia Darden School of Business.
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