Mtheory Management Services & Artist Marketing Firm Promotes Two

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Ed Rivadavia, Kaitlyn Moore

mtheory, the management services and artist marketing & strategy firm, has promoted Ed Rivadavia to EVP of Marketing & Operations and Kaitlyn Moore to General Manager.

Formerly SVP of Marketing & Digital, Rivadavia was born in São Paulo, Brazil, and has nearly 30 years of experience in the transition to digital business models: from Napster to A.I. He earned his masters from Columbia Chicago and began his career as an intern at Polygram Group Distribution and radio promotion regional for A&M Records. Rivadavia implemented innovative marketing and digital strategies at New York labels including Wind-up Entertainment, Palm Pictures, Roadrunner Records, and RCA Records.

He later accumulated experience in music licensing, editorial, eCommerce, DSPs, and influencer marketing after moving to Austin, and later moved to Nashville, where he led digital marketing efforts at Sony Music and comedy label 800 Pound Gorilla. With the rise of TikTok, Rivadavia took over business development duties and industry relations at Genni/Songfluencer before joining manager services pioneers mtheory as SVP of Marketing & Digital.

Moore was formerly Senior VP of Marketing at mtheory. A seasoned marketing professional who has overseen the development and execution of comprehensive marketing strategies for artists such as Tyler Childers, Kacey Musgraves, Jelly Roll and Alison Krauss, she has been instrumental in managing tour and album marketing, optimizing digital accounts, and collaborating with partners across labels, agencies, and management teams to maximize artist exposure and engagement. Prior to her tenure at mtheory, Moore served as the eCommerce Marketing Manager at Maverick, where she managed digital and merchandise strategies for artists like Brooks & Dunn and Rascal Flatts.

She has also held leadership roles at Checkd.In and Borman Entertainment working in project management, fan engagement, and social media marketing. Moore was named to the Country Music Association’s Women’s Leadership Academy in 2023 and was the first graduate of Syracuse University’s Bandier Program for Music & Entertainment Industries in 2010.

“Titles don’t build companies – people do,” says mtheory CEO Cameo Carlson. “Ed and Kaitlyn have been doing the work at the highest level for a long time, and this is a recognition of the leadership they’re already showing every day. As the industry continues to evolve, we need leaders who can navigate both the complexity and the opportunity, and they bring that rare combination of strategic vision and execution as we build what’s next for mtheory.”

Rivadavia can be reached at ed@mtheory.com, and Moore at kaitlyn@mtheory.com.

Lorie Hollabaugh
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