Messina Touring Group Elevates Six

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Pictured (clockwise): Nick Ayoub, Kara Smoak, Meesha Kosciolek, Madison Machen, Lucy Freeman and Alvin Abshire.

Live entertainment promoter Messina Touring Group has promoted six of its team members across various departments.

“It thrills me to see our MTG team grow as each of these individuals are incredible at what they do,” says CEO Louis Messina. “Watching them achieve new heights makes me so happy. The success of the entire team and everything they touch is my proudest accomplishment.”

Nick Ayoub has been elevated to Head of Digital Strategy and Operations, where he will lead the companies digital operations, streamlining internal processes and data strategies. Recognized as the youngest honoree on Billboard’s 2024 40 Under 40 list and a recipient of Pollstar’s 2024 Impact: NextGen award, Ayoub has been critical in creating digital strategy for some of the biggest stadium acts, including Taylor Swift, Ed Sheeran, The Lumineers and Phoebe Bridgers. In his new role, he will oversee the company’s technology, data infrastructure and cross-functional operations, giving artists access to their touring data, and how to utilize it.

Kara Smoak has been promoted to Director of Digital Marketing. In the new role, she will continue to lead digital marketing and creative strategy for the companies’ country roster, including George Strait, Kenny Chesney, Eric Church, Blake Shelton, Old Dominion and Zac Brown Band. She has been key in 100+ stadium shows, including Strait’s record-breaking “The King at Kyle Field” (with 110,905 in attendance), and has been recognized as a 2023 Nashville Briefing 30 Under 30 honoree. Smoak works on digital partnerships, content creation, paid media and data-driven insights across all stages of the tour life cycle.

Meesha Kosciolek has been upped to Director of Production, MTG Nashville. In his five years with the organization, he has worked on major tours for Strait, Shelton and Church, among others as a production promoter representative. In his new role, Kosciolek will continue to oversee smooth production execution and grow production capabilities across the artist roster.

Alvin Abshire has been elevated to Digital Operations Manager. He has been key in developing the creative strategy and digital operations for tours by Strait, Chesney, Swift, Sheeran, The Lumineers and more. In his new position, he will develop the company’s digital initiatives, streamline cross-functional processes and bring forth digital innovation.

Lucy Freeman has been promoted to Digital Marketing Manager, where she will foster innovative digital strategies for Sheeran, Strait, and Kenny Chesney, among others. She joined Messina Touring Group in 2022, and has been key in marketing over 450 shows, driving paid and organic media campaigns, providing data-driven insights and lead creative project management.

Madison Machen has been upped to Manager, Partnerships and Branding, where she will lead partnership strategies for pop and country tours including Shelton, Sheeran, Strait, Chesney, The Lumineers and more. Machen has spent eight years in the industry honing her skills in tour marketing and working with streaming platforms, content creators and influencers to boost live event visibility.

Madison Hahnen
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