Caroline Waters

Sr. Director of Festival Marketing at AEG Presents and Goldenvoice 

Caroline Waters is a marketing leader at AEG Presents and Goldenvoice, where she helps shape the digital and marketing strategy for some of the world’s largest music festivals, including Coachella, Stagecoach, Electric Forest, and more. She oversees integrated, large scale marketing programs that connect paid media, social strategy, product, CRM, and analytics, with a focus on building cohesive campaigns across the full festival lifecycle.

In her role, Caroline leads a team of nine festival marketers, providing strategic direction, mentorship, and operational oversight across a diverse festival portfolio. Her leadership style emphasizes clarity, accountability, and professional growth, while maintaining a high bar for execution and creative excellence.

Caroline’s career is rooted in live music, with prior experience at Live Nation Entertainment and Q Prime. Her background spans festival marketing, artist and fan engagement, digital content strategy, and touring, giving her a well-rounded perspective on both the business and creative sides of live entertainment. She brings a thoughtful, fan first mindset to her work, building marketing programs that strengthen festival brands and drive ticket sales.