Global ticketing program
From one pilot event to a 14-event, 9-country league program.
Program Manager · LIV Golf · 2025–2026
A CEO-mandated move to a new ticketing model, under executive scrutiny from day one.
In early 2025, LIV Golf ran ticketing in-house. The CEO decided to move it to a global ticketing and demand-generation partner, a change that touched almost every team in a young league still building its operating backbone.
I joined as Program Manager, embedded full-time through Tech Holding, to run the pilot: a single event in Chicago. Within weeks, the scope became the full 2026 international season.
I was the single point of accountability across ticketing, hospitality, marketing, CRM, technology, legal and event operations. My job was getting every team to launch-ready, on time, with nothing falling into the gaps between two companies.
ROLE
TIMELINE
Feb 2025 – Jul 2026
Program Manager, contract via Tech Holding
TEAMS
SCOPE
LIV Golf and its global ticketing partner
Ticketing, marketing, CRM, legal and event operations
14
9
6
400+
countries
events in the 2026 season
tasks in one program framework
languages
THE PILOT
The pilot was the first event under the new partnership and the proof point for everything after it. I owned the launch-readiness plan: what every team had to deliver, by when, and what stood in the way.
Go-live readiness across the partner, ticketing, marketing, CRM and legal
Website integration and go-live validation
250+ creative assets kept moving through review and approval
On-site readiness: scanners, access control and day-of support
Chicago, August 2025. One event, end to end.
The largest open-gates event in the league's US history at the time.
Revenue 24% over goal and up 55% year over year. Tickets sold 12% over goal and up 25%.
THE SCALE-UP
While Chicago was still in execution, the league moved to announce the full 2026 season and open presales across nine countries on an accelerated timeline. Three timelines ran at once, and keeping all three moving was the day-to-day job.
Mid-pilot, the brief became the whole 2026 season.
01
Event execution
Chicago in August 2025: the on-sale, three marketing phases and on-site operations.
02
14 events across the US, Australia, South Africa, Saudi Arabia, England, Spain, Mexico, Singapore, South Korea and Hong Kong.
Season announcement
03
Global presales
A short presale window per market to capture demand and waitlists ahead of each full on-sale.
No one was bringing a program framework, so I built one.
THE FRAMEWORK
Coordinating 14 events, 5 workstreams and two companies needed structure, and the partner didn't bring any. I built the framework from scratch, and both organizations adopted it as their single source of truth.
A master tracker of 400+ tasks across 14 events and 5 workstreams: launch readiness, concert announcements, ancillary campaigns, event operations and 2027 announcements
Automated alerts for overdue tasks and blockers
An executive dashboard of upcoming launches, plus a simplified view for the C-suite
Biweekly check-ins, internally and with the partner
Teams went from scrambling on the first launches to working weeks ahead.
When two department heads left mid-season, I kept the launches moving.
LEADERSHIP
With the season rolling out across continents, two department heads left within weeks of each other. I formed a cross-functional working group that grew from 5 to 12 people, spanning marketing, partnerships, digital, ticket operations, sales and hospitality.
Together we built a 14-month master plan covering all 14 events, marketing tentpoles, CRM and on-sale milestones, with recurring working sessions to hold everyone to it.
It wasn't in my job description, and I didn't have the title. The launches stayed on schedule.
The season the program launched.
THE RESULTS
Year-over-year revenue change by event.
+55%
Chicago
Largest open-gates event in the league's US history at the time
+17%
Adelaide
Biggest event in LIV Golf history at the time
+146%
Riyadh
+74%
Hong Kong
+35%
Singapore
+34%
Mexico City
NEW
South Africa
The league's first event in Africa, and its third biggest ever