AXS Expands European Leadership Team With New Hires

AXS is ramping up its European ambitions with two senior executive hires designed to accelerate the ticketing company’s growth across the region. The company has appointed Peter Quinlan as managing director of Europe, and Hannah Rouch as vp of marketing in Europe — both newly created roles that will operate out of London and report to AXS’s international division.

Quinlan will oversee all European operations and lead the company’s regional strategy, reporting to Blaine Legere, president of AXS International. Rouch will report to Quinlan and spearhead marketing efforts across the continent, with a mandate to expand brand awareness and drive audience growth for the ticketing platform.

“Europe remains a critical growth engine for AXS, and these appointments mark an important step forward in our continued evolution,” Legere said in a statement. “Peter’s global experience and operational acumen, combined with Hannah’s deep marketing expertise and track record of execution, will be instrumental as we continue to scale and deliver across the region.”

Quinlan joins AXS after 18 years at Live Nation Entertainment, where he held leadership roles across marketing, sponsorship, and ticketing. He most recently served in a global executive capacity at Ticketmaster, overseeing commercial partnerships, payments, fraud operations and other revenue initiatives. His new role puts him at the center of AXS’s European expansion strategy at a time when the company continues to compete with Live Nation’s Ticketmaster, CTS Eventim and other players across the territory.

“There’s tremendous opportunity for growth — especially in Europe, where promoters, venues and artists are looking for innovative, transparent partners with technology that can scale and deliver,” Quinlan said. “I’m excited to help lead that charge.”

Rouch joins AXS from Gumtree/eBay, where she led a brand repositioning for the marketplace and previously held marketing leadership roles at Motors.co.uk and Bauer Media. Her remit will include strengthening the AXS brand across all European markets and building a marketing infrastructure to support both promoter clients and consumer initiatives.

“I’m thrilled and energized to take on this role at a time of significant growth for AXS across Europe,” Rouch said. “Our focus will be on strengthening our brand and reach across Europe and building out marketing as a growth engine for the business – accelerating our ability to deliver for our clients and enhancing our efforts to ‘hold the hand of the fan’ from show discovery to live event.”

The hires come as AXS continues to grow its international footprint, with partnerships spanning festivals, arenas, sports franchises, and touring artists. The expansion also reflects the company’s broader strategy to scale its global technology platform and deepen its presence outside the U.S.

“These new appointments reflect AXS’s ongoing commitment to scale, unify, and empower our international teams,” Legere added. “With this expanded leadership structure, we’re better positioned than ever to deliver world-class support for our clients and partners.”