In 2024, Spanish music promoter Starlite Music was expanding rapidly, adding new venues and festivals to its portfolio (Marbella, Madrid, Alicante, Torrevieja, Benicassim). The company also announced plans for a permanent entertainment campus in Estepona and future international expansion into Mexico.
 

I was tasked with transforming their legacy ticket shop into a scalable platform that could:
 

• Unify multiple music properties under one brand to facilitate cross-selling.

• Add advanced functionalities such as dynamic pricing, 3D model seat maps, and personalized purchase flows.

• Maximize ticket sales and ancillary revenue from restaurants, merchandise, transportation, parking, and hotels.

• Extend beyond Starlite to serve other event promoters and generate new revenue streams.

• Create Tickex Live:  Brand Strategy Document, Brand Identity Toolkit, Messaging Framework and Market Launch strategy.
   

I inherited a 10-year-old ticketing and CRM system and transformed into a new business unit: Tickex Live — the first digital concierge for music fans. As the Business Unit Leader, I recruited and trained an entire team. As Product Owner, I oversaw the selection, negotiation, and implementation of all partners, ensuring best-in-class solutions across the ecosystem:

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• 🖥️ Tech Partners: Vivenu, 3DD

• 💰 Finance Partners: Stripe, Scalapay

• 📊 CRM Partner: Arenametrix

• 🧑‍💻 App & Web Development: Bjaland

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⚡ In February 2025 we launched the first iteration of the Starlite Occident Marbella ticket shop, going live with 60+ concerts on sale.
 

🎥 Here’s a video preview.