AEG’s ticketing arm AXS has announced two senior hires as it scales across Europe. First, Peter Quinlan becomes Managing Director, Europe. Next, Hannah Rouch joins as Vice President of Marketing, Europe. Both roles are based in London and underscore AXS’s regional push.
Operational Expertise
To begin with, Quinlan brings nearly 20 years of live-entertainment experience. Moreover, he held senior roles at Live Nation and served in a global executive position at Ticketmaster. As a result, he will oversee European operations and report to Blaine Legere, President of International. Consequently, his remit will include unifying strategy, improving operational performance, and strengthening commercial partnerships. In addition, Quinlan’s background in sponsorships, payments, and fraud operations gives him a broad view of industry challenges. Therefore, he is well placed to align AXS’s technology with promoter and venue needs.
Meanwhile, Rouch will lead AXS’s marketing in Europe and collaborate closely with Quinlan. Additionally, she joins from Gumtree/Ebay, where she led a major brand repositioning. Furthermore, her roles at Motors.co.uk and Bauer Media brought deep media and agency experience. Thus, she will focus on boosting brand awareness, accelerating customer acquisition, and building marketing as a scalable growth engine. Importantly, her work aims to improve the fan experience from discovery to the live event. Moreover, Rouch’s emphasis on purpose-led branding should help AXS connect more meaningfully with local markets.
Legere’s Perspective on Growth
According to Blaine Legere, these hires mark a pivotal step for AXS in Europe. He called the region a “critical growth engine,” and he praised both leaders’ complementary strengths. Likewise, he said the new structure will help scale, unify, and empower international teams. As a result, AXS expects to deliver stronger support for promoters, venues, and artists across multiple territories. In addition, the company aims to use its expanded leadership to refine product roadmaps and accelerate go-to-market plans.
In summary, AXS is combining operational leadership with marketing expertise to accelerate its European expansion. Ultimately, the company aims to offer clearer, more transparent, and technology-driven ticketing solutions. Finally, as AXS grows, it will remain focused on fan-first service, stronger partner relationships, and measurable results for the live events ecosystem.
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