Michelle Lucia

Head of Commercial Marketing
Live Nation Australasia

With 15 years’ international experience, Michelle Lucia is a seasoned marketing professional with a proven track record of creating successful campaigns that deliver meaningful connections for brands and their audiences.

Having worked in various Marketing and Digital roles across Australia, New Zealand, United Kingdom and Singapore, Michelle started at Live Nation in 2017 where she heads up the Commercial Marketing team. In this role, Michelle is responsible for delivering a portfolio of high-profile brand partnerships with the likes of Amex, Optus, Virgin Australia, NAB and Air New Zealand.

Michelle’s remit also includes leading a team to deliver the Live Nation Fan Experience suite of products, including Live Nation VIP, which aim to deliver premium and once in a lifetime live experiences across a range of artist tours and events.

Prior to her time at Live Nation, Michelle was at Perx in Singapore leading brand communications, mobile customer and app engagement, marketing and content strategies across key markets Malaysia, Philippines, Indonesia and India.

Before these roles, Michelle served at Viacom International Media Networks as Senior Brand Manager in London and Sydney for six years, responsible for the development and execution of marketing strategies and campaigns for MTV and Comedy Central , driving engagement on both linear and digital platforms for a number of iconic shows and media properties including the MTV EMAs, Jersey Shore and South Park.

Michelle began her career in 2004 working agency side, first as a Marketing Assistant at Jenni Carbins Marketing in Sydney, before quickly moving into roles and climbing the ranks at Brass Tacks and Be.interactive.



Thursday, 12 April
10:25 – 10:40

Michelle shares Live Nation research in to the power of live, for bands, brands and fans.

View Schedule