Head of Promotions - Music Festivals (African and Urban music genres)

Our client is a next-generation live entertainment company rooted in African culture and global storytelling.

They are the executive producers behind many culturally defining events, including their flagship music festival which is dedicated to showcasing African and urban music genres, with a focus on Afrobeats, Amapiano, R&B, Hip Hop, and more. It's known for uniting the African diaspora and celebrating diversity through music, food, fashion, and art. The festival has become a prominent event in Europe, attracting a large audience each year. 

They build experiences that move people emotionally, physically, and globally. They are building a world-class team to shape the future of live festivals, content, and branded culture.

As they continue to expand, they are seeking a Head of Promotions to drive the strategic and financial success of their event portfolio, ensuring their shows remain highly profitable, culturally relevant, and in constant demand.

The Role: Head of Promotions

The Head of Promotions will be responsible for overseeing a diverse portfolio of ticketed events, leading a team of senior/junior and regional promoters to drive consistent revenue growth, audience expansion, and brand positioning.

This is a highly strategic, commercially focused leadership role that requires expertise in event curation, ticketing strategy, pricing, sponsorship integration, and multi-market expansion.

Experience:

10+ years in live event (ideally music festival)  promotions, talent booking, or ticketing strategy, with a track record of profitably scaling events.
Extensive experience managing multi-city or international event portfolios.
Proven ability to lead data-driven ticketing and pricing strategies.
Strong industry relationships with talent agencies, ticketing platforms, and brand partners.
Leadership experience in managing high-performing teams across multiple locations.
Exceptional financial acumen, including P&L management, sales forecasting, and revenue optimisation.
Experience working at a major event promotion company (Live Nation, AEG) or a leading independent promoter.
Strong understanding of sponsorship integration and brand activations within live events.
Experience in expanding event brands into new markets or launching new festival properties.
Familiarity with global music trends, cultural movements, and emerging audience behaviours.

Success in this role means:

Maximising event profitability through strategic forecasting, pricing, and data-driven sales tactics.
Driving market expansion, talent strategy, and audience growth through deep industry relationships and insights.
Leading and developing a high-performing team of promoters, ticketing strategists, and commercial partners.
Shaping the future of the company’s event portfolio, ensuring each event aligns with the company’s long-term growth strategy, mission, and values.
 

Key Responsibilities

1. Event Portfolio Strategy & Growth

Owns the long-term strategic vision for the company’s event portfolio, ensuring each event is financially and creatively optimised.
Develops and executes a multi-year event expansion strategy, identifying new markets, audience segments, and growth opportunities.
Works closely with the artist booking team to secure talent that aligns with brand positioning and audience demand.
Ensures a balanced event calendar, maximising opportunities across seasons, locations, and audience demographics.
 

2. Ticketing & Pricing Strategy

Develops and leads dynamic pricing models, including tiered ticketing, VIP offerings, and loyalty programs
Owns P&L responsibility for the event portfolio, working closely with finance to manage budgets and revenue targets.
Collaborates with ticketing partners and platforms to optimise sales channels and enhance the customer buying experience.
Analyses past sales data and real-time trends to make data-backed adjustments to pricing and promotional efforts.
 

3. Commercial & Sponsorship Integration

Works closely with brand partnerships and sponsorship teams to integrate sponsorship activations seamlessly into events.
Leverages industry relationships to secure long-term commercial partnerships, adding value beyond ticket sales.
Develops high-impact marketing and promotional strategies that align with both ticketing and sponsorship goals.
 

4. Leadership & Team Development

Manages a team of senior and regional promoters, setting clear performance goals and ensuring alignment with company objectives.
Invests in mentoring and succession planning, ensuring a strong pipeline of future leadership within the promotions team.
Fosters a culture of innovation and risk-taking, encouraging new ways to engage audiences and drive demand.
 

5. Market Positioning & Industry leadership

Acts as an industry thought leader, representing the company at conferences, speaking engagements, and industry panels.
Maintains a deep understanding of consumer behaviour, global music trends, and competitive positioning in the live event space.
 

Key Skills & Competencies

Strategic Leadership – The ability to balance big-picture vision with day-to-day execution.
Data-Driven Decision Making – Uses insights and analytics to optimise ticket sales and pricing models.
Negotiation & Influence – Strong ability to secure top-tier talent, venues, sponsorships, and partnerships.
Market Expansion & Growth Strategy – Understanding of how to scale event brands across regions and audience segments.
Crisis & Risk Management – Ability to anticipate and navigate challenges in ticket sales, partnerships, and event execution.
Cross-Functional Collaboration – Works seamlessly with booking, finance, sponsorship, and marketing teams to deliver best-in-class events.
 

What We Offer

This company believe in creating extraordinary experiences—for their fans, partners, and team. As part of the leadership team, you’ll enjoy:

Competitive Salary (£80,000) & Bonus Structure – Incentives tied to event performance and revenue growth.
Health & Wellness Benefits – Private health and dental coverage.
Flexible Work Model – Hybrid work options with on-site access to major events.
Leadership Development – Executive coaching, industry networking opportunities, and strategic growth planning.
Parental Leave & Additional PTO – Enhanced maternity policy and tenure-based leave benefits.
 

Why Join?

This is more than a Head of Promoters role—it’s an opportunity to shape the future of live music and entertainment. If you’re a strategic thinker, a data-driven decision-maker, and a leader who thrives in high-growth, high-energy environments, we want to hear from you.