Jonathan Lowe, Chief Marketing Officer of the LA Auto Show and AutoMobility LA, is a live entertainment and sports executive with over 20 years of experience overseeing strategic marketing, brand and business development, digital media and event production for some of the world’s most iconic sports teams, live events and venues.
Lowe oversees all aspects of Marketing, Digital Media, Brand Development and Communications, bringing his passion for live events and love of all things automotive to further the brand development and business goals of the iconic LA Auto Show and AutoMobility LA.
Prior to joining the LA Auto Show in March of 2020, Lowe enjoyed a 17-year run with AEG, the world’s leading sports and live entertainment company. Lowe most recently served as Senior Vice President, Business Development and Brand Strategy for the LA Kings/AEG Sports.
In that role, beginning in 2016, Lowe focused on introducing innovative technologies, strategic partnerships and successfully launching new business units / joint ventures for the LA Kings designed to grow non-traditional revenue while expanding brand and audience growth. Lowe also assumed control of the team’s merchandise efforts with a goal of making its merchandise a powerful tool to grow the team’s brand. Additional key responsibilities for Lowe involved building and cultivating an Advisory Board of the area’s top tech, entertainment and business minds, as well as negotiating media rights deals and managing civic relationships. Lowe also led the organization in a key area of the team’s multicultural growth strategy, focusing on the Latino market in Los Angeles.
Lowe’s deep understanding of digital media and marketing originally brought him to AEG in 2002 through his work on AEG Presents’ successful Celine Dion in Las Vegas residency, A New Day, where he helped to create AEG’s first in-house digital media division. Branching out from the Celine Dion show, Lowe quickly became involved in creating digital campaigns for AEG’s music tours and concert Pay-Per-Views including Beyonce, KISS, and Prince before transitioning into the sports division of the company.
Over the years, Lowe held several different marketing titles within AEG, including Senior Vice President of Marketing and he became widely recognized as a marketing leader and innovator. At different points, Lowe was responsible for overseeing creative, branding, advertising/media buying, game presentation, event production as well as digital and social media departments across multiple professional sports teams and events. Key properties Lowe oversaw marketing for included the LA Kings, the LA Galaxy soccer team of Major League Soccer, the Amgen Tour of California cycling race and strategic consulting for AEG’s European sports teams.
Lowe also led multi-faceted campaigns for many high-profile sporting events and family shows at Dignity Health Sports Park (formerly StubHub Center) as well as STAPLES Center. He led marketing for AEG’s Sports Division during many of the company’s most iconic sporting moments including the LA Kings’ franchise-record 297 game home sell-out streak at STAPLES Center, the first two Stanley Cup Championships in franchise history, two MLS Cup Championships with the LA Galaxy and the outdoor NHL game at Dodger Stadium which was played in front of 54,099 fans.
With the LA Kings, Lowe launched several ground-breaking “firsts” involving Twitter, augmented reality, blockchain, Pandora and digital broadcasting. The team’s marketing campaigns and digital initiatives under Lowe received recognition in media outlets including the Los Angeles Times, Los Angeles Daily News, ESPN, Los Angeles Business Journal, Fox Business, Forbes.com, Inc.com, Fast Company.com, Sports Illustrated.com, Yahoo! Sports, The Athletic and Bleacher Report, among others. He is often a speaker at business forums on marketing, digital innovation and brand development. Some of his speaking highlights include being a two-time panelist at SXSW and many additional events throughout the U.S., and Lowe has also been the recipient of multiple industry awards for his lead in marketing campaigns including a Clio Award. In 2015, the LA Kings earned the Sports Business Journal’s coveted Team of the Year Award with Lowe playing an important role in the team’s collective success.
In addition to his role at the LA Auto Show, Lowe has also served as an Adjunct Professor at the University of San Francisco’s Graduate Program in Sports Management since 2009. Additionally, he serves on the board of non-profit dance company Contra Tiempo and the Argyle Executive Forum CMO Advisory Board as well.
Lowe enjoys balancing his career with spending meaningful family time with his wife AnaMaria and their two young sons, Sidney and Luca, at their home in Mar Vista. He is also an avid classic car and fitness enthusiast.