AXS Hires Former Roku Executive Sweta Patel as Chief Marketing Officer

AXS has named veteran media and technology executive Sweta Patel as its new Chief Marketing Officer.

Patel joins AXS at a key moment for the Los Angeles-based ticketing and live entertainment technology company as it continues expanding its platform and strengthening its position across the live events industry. In her new role, she will lead AXS’ global marketing organization, overseeing brand strategy, demand generation, customer engagement and marketing efforts designed to deliver greater value for venues, teams, promoters and artists.

Most recently, Patel served as Vice President and Head of Marketing & Merchandising at Roku, where she led global marketing for both Roku and The Roku Channel. During her tenure, the streaming platform grew from nearly 40 million households to more than 100 million, with Patel overseeing initiatives focused on platform engagement, content discovery, premium subscriptions and viewership growth.

“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 AXS CEO Bryan Perez. “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.”

At AXS, Patel will be responsible for developing a unified global marketing strategy that supports the company’s expanding portfolio of partners while enhancing the end-to-end fan experience. Her responsibilities will also include elevating the AXS brand, expanding data-driven customer engagement capabilities and aligning marketing initiatives with product innovation and platform adoption.

“What drew me to AXS is the opportunity to help shape how fans discover, engage with, and remember the events that matter to them,” Patel said. “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.”

Across more than two decades in marketing, Patel has played key roles in launching and scaling major consumer platforms and services, including Apple TV+, Hulu and Roku Originals. Her experience spans brand marketing, CRM, performance marketing, AI-powered personalization, lifecycle marketing and customer engagement.

Patel will be based in Los Angeles and report directly to Perez.