Ticketmaster’s live event business thrives on timing, pricing, and data.
As Lead Product Designer for Revenue and Demand, I reimagined how sales teams and clients plan, price, and sell out events—from arena tours to playoff games.
My mission is to make complex sales strategy accessible, actionable, and profitable for everyone involved.
Approach
To truly understand the challenges, I embedded myself with Ticketmaster’s internal pricing teams and external sales analysts—shadowing their day-to-day, mapping decision flows, and surfacing the friction in our legacy tools.
I worked both B2B and client-facing, running agile sprints with cross-functional teams in Chicago, LA, London, and virtually. Quarterly, I joined in-person planning sessions and biannual strategy summits with executive stakeholders to keep our roadmap sharp and future-focused.
A core part of my process was partnering with our data science and engineering teams to automate manual tasks and surface powerful insights—making data not just available, but indispensable.
Solutions
Smart Pricing provided pricers with a visual arena map and AI-driven tools, making premium pricing decisions clear and actionable for every seat, tour, or season.
Insights Dashboard enables sales analysts to forecast demand and optimize event timing with real-time data and AI models.
This project proved the impact of aligning data, design, and strategy. By making premium pricing accessible and actionable, we unlocked new revenue streams and set a new industry standard.
Years later, TM1’s Premium Pricing remains central to Ticketmaster’s continued growth—demonstrating how thoughtful innovation can reshape an entire industry.