Live Nation Entertainment has hired Nicole Portwood as chief brand officer, a newly-created position.
In a statement, Live Nation president and chief executive Michael Rapino said, “With Nicole’s expertise we will continue to expand our Live Nation product offering for both artists and fans,” noting that Portwood would be tasked with identifying new opportunities at the company including “onsite experiences” and “new digital content offerings such as NFTs or membership options.”
Portwood described her new job as “a dream come true” that “bridges my personal and professional passions,” adding, “With the return of live events, this is such an exciting moment for the company and in culture more broadly, and I cannot wait for what’s ahead.”
Portwood joins Live Nation from PepsiCo, where she most recently served as vp of marketing for Mountain Dew and the flavored soft drink Portfolio. She previously served as vp and chief marketing officer at Tito’s Handmade Vodka, where she worked for nine years and earned AdAge’s Marketer of the Year in 2017. Portwood studied theater and philosophy at Southern Methodist University and now lives in New York with her husband and two children.