2026 Women of Live: Justina Omokhua

Justina Omokhua
Parkwood Entertainment | Senior Vice President

WORK-LIFE BALANCE | “Pilates allows me to completely zone out, while strengthening mind and body.”

What Justina Omokhua and her team at Parkwood Entertainment accomplished since her arrival is nothing less than historic, groundbreaking and spectacular – just ask the company’s founder and chairman who welcomed the new hire in February 2023.

“Justina brings a wealth of marketing knowledge and experience to Parkwood Entertainment,” said Beyoncé in a statement.

Omokhu’s impressive bona fides include CMO of Latch, SVP Brand Marketing at Endeavor and Global Head of Content & Lifestyle at Apple.

At Parkwood, the Toronto native applied her top-flight leadership skills to Beyoncé’s record-setting “Cowboy Carter Tour,” which Omokhua called the pinnacle of her achievements. “From a company standpoint and personally, we are proud of what was accomplished,” she said. “The mini-residency style was a new avenue of touring for us, and it was a great model. So many discounted the Cowboy Carter album, before it even came out. Some critics were extremely harsh. But here we were at the end of 2025 being named the Tour of The Year.”

Indeed, “The Cowboy Carter Tour” was Pollstar’s 2025 Top Tour of the Year and crowned the Year End Top 200 Worldwide Touring Artists Chart grossing a staggering $407,600,113 – the highest total of the year – while selling 1.6 million tickets. The run set a touring template playing multiples at nine stadiums while setting more than two dozen touring records and offering a new stadium residency model.

Beyond financial successes, the Grammy-winning “Cowboy Carter” and subsequent tour’s lasting legacy is its enormous historical, cultural and social impact. The music and message reclaimed the foundational – and too often overlooked – contributions of Black musicians to America’s roots-music traditions, from country to Americana to folk and beyond.
“(Beyoncé) taught me so much and connected me with veterans in the live category who did not gatekeep but were willing to share the cheat codes with me for my crash course,” she said. “But there’s no cutting corners, when you are executing the plan of the biggest innovative mind in touring. I took notes. I brought my skills to the table, rolled up my sleeves and learned everything. It’s been an amazing ride.”