StubHub on Building a Challenger Brand in New Markets

StubHub, an ebay, inc. company, is a live entertainment ticket marketplace facilitating a transparent and secure environment for both businesses and consumers to trade tickets. After 12 years of impressive growth in the U.S., StubHub’s path to global expansion began in March 2012 with a UK market launch.  Although powered by a global brand, at the individual market level StubHub is a new and disruptive player operating in a sensitive and often highly regulated industry.  As such, Stubhub has had to overcome misperceptions and/or lack of awareness from consumers, industry and government stakeholders around its value proposition and transparent operating model.  StubHub will continue to challenge the status quo and accelerate growth in the UK and beyond by building strategic industry partnerships and delivering exceptional customer experiences, efforts which are underpinned by leading technology innovation and regulatory compliance. The session will also cover StubHub’s approach in planning international expansion strategies and market prioritisation.

Maren Coleman
Head of International Strategy & Market Development
Maren is an accomplished strategy, management and marketing executive, with extensive international business experience across entertainment, travel/tourism, hospitality and telecom industries. She is responsible for defining the market entry plans and business approach to accelerate global expansion for the company. Prior to StubHub, Maren spent 5 years at Wyndham Worldwide, most recently as Vice President of Marketing & Operations for Europe & the Middle East, based in the UK.  She also spent two years leading the e-Commerce and Product Development teams for the Latin America & Caribbean business unit, based in Mexico City. Before Wyndham, Maren worked as an consultant for boutique consulting firm in Buenos Aires, and prior to that led Program Management for an International Development NGO in San Francisco.   

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