2025 Women of Live: Suzanne O’Neill

Suzanne O’Neill
SVP of Experiential & Events, Live Nation Media & Sponsorship | Live Nation

WISE WORDS | “Never stop asking questions and don’t ever hesitate to seek guidance from those with more experience – they’ve been in your shoes and have invaluable insights to share.”

With more than two decades of experience at Live Nation, Suzanne O’Neill has seen the evolution of the concert business and been at the forefront of enhancing experiences at events — and making sure they are impactful and effective.

“As head of experiential and events, I lead brand activations across concerts, festivals, hospitality and venues, ensuring brand partners do more than just show up – they add real value to the fan experience,” she says. “Unlike festivals, where brands have an entire weekend to engage, venues operate in a high-energy, short-window environment – meaning every activation needs to be immediate, impactful, and seamless. The days of basic pop-up tents and forgettable swag are over. My team and I work with hundreds of brand partners to craft tailored, culturally relevant experiences that fans remember long after the encore.”

With Citi VIP clubs at the Brooklyn Paramount and Northwell Jones Beach venues in New York “we’re helping brands set a new standard for premium experiences,” O’Neill says. Other partners she’s led experiences for at Live Nation venues and festivals include Salesforce, Bacardi, Liquid Death, Defender, Verizon, Procter & Gamble, Chase and more.

“When I started in this business, fewer women were in the room, but we worked hard to change that by pulling each other up and creating space for more women to thrive,” she said, noting Live Nation president of national and festival sales Maureen Ford as a mentor and inspiration. “Now, they’re not just fighting for a seat at the table, but claiming it. To keep this momentum going, we all need to listen to, support, and amplify the next wave of women in music – both on stage and behind the scenes!”

Looking ahead, O’Neill says the upward momentum continues.

“As Live Nation’s global footprint continues to grow, I’m focused on how experiential marketing can fuel that expansion in even bigger ways,” she says. “It’s about taking what works in one market, adapting it to other cultures, and unlocking new opportunities — finding fresh ways to drive connection, impact, create value, and elevate the fan and brand experience on a global scale. All brought together by the one thing that connects us universally – live music.”