Former Ticketek CMO and country chief promoted as ticketing giant restructures

TEG group says its decision to unify marketing, technology, ecommerce and product innovation into one regional group is about a new era of ticketing services for consumers

TEG, owner and operator of the Ticketek business in Asia-Pacific, has appointed its former CMO and local country manager to a newly created regional operations role as part of plans to transform its business approach.

Cameron Hoy, who has been CEO of Ticketek Australia for the past three years, has been moved into the new role of COO and head of ticketing for TEG group, a position overseeing ticketing, marketing, technology, client services, ecommerce and product innovation. These functions were previously siloed but are being unified into a single stream, a move the company said is about meeting the challenges of a new era for its ticketing and technology operations.

Hoy has been with Ticketek for more than 11 years, initially joining as director of sales and marketing before becoming the chief marketing and commercial officer across TEG under Nine Live ownership in 2014. He was then promoted to MD of Ticketek Australia in September 2015. Hoy’s resume also includes sales and advertising positions with Nine Entertainment and Emap.

In a statement, TEG CEO, Geoff Jones, said the restructure was about strengthening TEG’s core focus on solutions that deliver better experiences for modern fans while lifting its client game. It follows the acquisition of the Ticketek business by private equity in 2015, and the subsequent purchase of several ticketing outlets across Asia in recent years.

The TEG group has also been making significant investments into its audience data capabilities over the past four years, a move that saw it launch an analytics division in 2016 focused on monetising and opening up its first-party data sets to commercial partners.

“This restructure will ensure TEG becomes even more dynamic in an environment where the live economy is experiencing rapid changes in the way customers want to search for, buy and redeem tickets,” Jones said.

“This, in turn, impacts the way promoters, sports bodies and venues engage with fans. Ticketing provides the crucial connection and that is why we are dedicated to developing customised ticketing technology solutions and delivering seamless integration with our venues, partners and stakeholders.”

Having Hoy strategically positioned in a role working closely across group operations will also allow him to share best-practices with international businesses, as well as TEG’s rapidly expanding Asian division, Jones continued.

“Cameron has been on the journey with me for over a decade and has proven his leadership in this dynamic business. I’m delighted to appoint him to the important role of COO and head of ticketing,” he said.

TEG is also looking to bring on a chief technology officer as well as GM of Ticketek Australia, both of which will report to Hoy. Group marketing and digital meanwhile, is under the remit of Karen Chapple, the former head of marketing who was elevated to the senior management team late last year as GM, TEG Digital, after spending the last few years running Ticketek's in-house digital agency, Boost.

TEG also confirmed

For his part, Hoy said he was looking forward to innovating TEG’s business model and customer approach.

“We have seen more change in the past three years than in the previous 30 and ticketing has expanding its importance in the value chain of the live economy,” Hoy claimed. “TEG is leading that change.

“I am proud TEG, through Ticketek, is the only major ticketing operating in south-east Asia that has a local, dedicated and highly sophisticated technology development team. Our new structure will unleash even more potential for innovation for fans, clients and partners.”

Similar to Qantas’ Red Planet division, TEG Analytics pulls together data on 12 million Australian members across 24 million experiences to create a ‘database of affinity’, which can be used to better target consumers based on their intent, passions and event interests.

Helping TEG is its investment into a DMP from Krux (now Salesforce), which both provides marketing teams with a single customer view for media targeting, as well as a platform for engagement for promoters and partners.

More recent innovations to Ticketek’s front-end consumer services, meanwhile, including the launch in November of Ticketek Marketplace, a secure online ticket exchange portal; the launch of Google Pay payments in December; and a new Singapore-based ticketing platform this month.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu  

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