Live Nation has expanded Lisa Licht’s role at the company, giving her oversight of a combined portfolio of concert and corporate marketing. Named Chief Marketing Officer of the U.S. Concerts division, Licht will report to Bob Roux, Co-President, North America Concerts.

Having overseen corporate marketing functions since joining Live Nation in February as EVP of Marketing, she now oversees one centralized marketing team. The team is responsible for digital marketing, creative, social media and promotional marketing as well as corporate marketing functions such as research and insights, strategic partnerships and corporate branding.

“Lisa has a long history of creating groundbreaking promotional programs, and together with her new team will craft an end-to-end music marketing platform that adapts to the changing demands of artists, fans, and most importantly, new technologies,” Roux said.

Prior to Live Nation, Licht was SVP, marketing and partnerships at Yahoo!, and had worked for Hasbro and 20th Century Fox.

“We want to get more fans out to see more artists, which will ultimately grow the bottom line for both our clients and the company,” Licht said. “Bringing these teams together to create a central marketing organization is just the thing to get that done.”