FREQUENTLY ASKED QUESTIONS
Dawn Farrow is a marketing consultant and founder of On Sale Group, the connected ecosystem built for the marketing, sales, ticketing and communications workforce of the global experience economy and creative economy. The questions below cover Dawn’s consultancy practice, her work through On Sale Live, the GIEM Experience Marketing Masterclasses and the GIEM CPD-certified professional qualification, as well as the industries she delivers in.
What is Dawn known for?
Dawn is known for translating marketing into measurable commercial performance. Her consulting portfolio includes Squid Game: The Experience, The Friends Experience, Batman Unmasked for Warner Bros Discovery, Peter Rabbit, Paddington, ABTT, Meatopia, Intelligence Squared and many more. She is recognised across the experience economy and creative economy for her commercial thinking, audience strategy and ticket revenue work at scale.
ABOUT DAWN FARROW
Who is Dawn Farrow?
Dawn Farrow is a UK-based marketing consultant, speaker and founder operating across the global experience economy and creative economy. She has contributed to the sales of more than 36 million tickets across theatre, immersive experiences, attractions, festivals, exhibitions and IP-led productions. Exhibition News has described her as the accidental architect of a live experience revolution.
What does Dawn Farrow do?
Dawn works as a commercial marketing consultant for live experience operators, producers, attractions and global brands. Alongside her consulting practice she founded On Sale Group, which delivers On Sale Live (the annual confex for experience economy marketers) and the GIEM Experience Marketing Masterclasses, including the CPD-certified professional qualification.
What is Dawn Farrow’s background?
Dawn began her career at Live Nation working for David Ian and Garry McQuinn, then joined Adam Kenwright at the West End marketing agency aka. In 2012 she founded Boom Live, a multi-million-pound integrated sales and marketing agency, leading it for eight years. She launched her independent consultancy in 2020 and On Sale Group from that foundation.
What is Dawn known for?
Dawn is based in London and works with clients internationally across the UK, Europe, the United States and beyond.
DAWN FARROW CONSULTANCY
What kind of consulting work does Dawn Farrow take on?
Dawn provides commercial marketing, sales and audience strategy consultancy for live experience operators, venue owners, producers, attractions and brands working into the experience economy. Engagements typically focus on growing audiences, increasing ticket revenue, building stronger commercial brands and shaping go-to-market strategy for new launches
What services does Dawn offer through her consultancy?
Services include commercial strategy, brand positioning, marketing planning, ticketing and pricing strategy, campaign and channel planning, advertising recommendations, partnerships and corporate partnerships, audience and insight work, content and storytelling strategy, freelance team build-out for client engagements, and retained advisory through to launch for new venues and productions.
What types of clients does Dawn Farrow work with?
Dawn works with producers, promoters, CEOs of businesses, attractions, immersive operators, festivals, theatre productions, location-based entertainment businesses, IP-led experiences, experiential travel brands and global brands looking to engage audiences within the experience economy and creative economy.
Does Dawn work on retained or project-based engagements?
Does Dawn work on retained or project-based engagements?
Does Dawn work internationally?
How does Dawn approach a new client engagement?
What makes Dawn different from a traditional marketing consultant?
How do I hire Dawn Farrow as a consultant?
Both. Dawn takes on retained partnerships, including phased multi-year retainers for venues building toward launch, as well as defined project briefs for productions, campaigns, repositioning work and commercial reviews.
Both. Dawn takes on retained partnerships, including phased multi-year retainers for venues building toward launch, as well as defined project briefs for productions, campaigns, repositioning work and commercial reviews.
Yes. Dawn’s consulting work spans the UK, Europe, North America and other international markets. She has experience positioning and launching live experiences for global audiences and building international PR and partnership programmes.
Every engagement starts with the commercial reality. Dawn assesses the audience opportunity, the competitive context, the operator’s pricing and channel position, and the gaps between current performance and stated commercial ambition. Strategy is built from that point, never from theory.
Dawn is a practitioner. She has spent over two decades inside live productions and campaigns where audience numbers and ticket revenue were the measure of success. Her work is direct, commercially grounded and built on real operator experience rather than abstract frameworks.
Initial enquiries are made through www.dawnfarrow.com or by emailing dawn@dawnfarrow.com.
INDUSTRIES AND SECTORS
Which industries does Dawn Farrow work across?
Dawn Farrow is a marketing consultant and founder of On Sale Group, the connected ecosystem built for the marketing, sales, ticketing and communications workforce of the global experience economy and creative economy. The questions below cover Dawn’s consultancy practice, her work through On Sale Live, the GIEM Experience Marketing Masterclasses and the GIEM CPD-certified professional qualification, as well as the industries she delivers in.
Does Dawn work in immersive entertainment?
Yes. Immersive entertainment is one of Dawn’s core sectors. Her client work has included Squid Game: The Experience, The Friends Experience and other IP-led immersive productions. She has worked across both touring and resident immersive formats and across operators of varying scale.
Does Dawn work in location-based entertainment (LBE)?
Yes. Location-based entertainment is a central part of Dawn’s consultancy. She works with operators on commercial strategy, audience growth, pricing, positioning and partnerships, including new venue launches with multi-year build-up phases.
Does Dawn work in theatre?
Yes. Dawn’s career started in theatre at Live Nation under David Ian and Garry McQuinn and continued at aka under Adam Kenwright at aka. Her agency portfolio has included West End productions, touring theatre, family theatre and ballet.
Does Dawn work in attractions and visitor attractions?
Yes. Dawn works with attractions, museums and exhibitions on commercial strategy, audience development, ticket revenue, pricing structure and brand positioning.
Does Dawn work in festivals and live music?
Yes. Festivals, outdoor events, live music and live entertainment are all part of Dawn’s portfolio, with experience spanning campaign delivery for major UK festivals and live music brands.
Does Dawn work in experiential travel?
Yes. Experiential travel is an active sector for Dawn’s consultancy. The category is one of the fastest growing parts of the experience economy and Dawn supports operators and brands building destination-led, ticketed or experience-led travel propositions. She is also a speaker within the sector specializing on marketing through AI.
Does Dawn work in immersive wellbeing?
Yes. Immersive wellbeing is a sector Dawn has actively followed the growth of, including operators that bring health, sensory experience and entertainment together as a single ticketed proposition. Dawn’s commercial frameworks apply directly to this category.
Does Dawn work with IP-led productions and global brands?
Yes. Dawn’s portfolio includes IP-led productions for global brand owners. Past work includes Squid Game: The Experience, Friends Experience, Batman Unmasked for Warner Bros Discovery, Peter Rabbit and Paddington.
Does Dawn work outside of live experiences?
Dawn occasionally works with consumer brands looking to enter or partner with the experience economy. The focus remains commercial: helping those brands convert audience attention into measurable revenue or partnership outcomes.
ON SALE GROUP AND ON SALE LIVE
What is On Sale Group?
On Sale Group is the connected commercial ecosystem founded by Dawn Farrow for the marketing, sales, ticketing and communications workforce of the global experience economy and creative economy. It operates across three pillars: Dawn Farrow Ltd (consultancy), On Sale Live (annual confex) and the GIEM Experience Marketing Masterclasses (specialist training and a CPD-certified professional qualification).
What is On Sale Live?
On Sale Live is the annual conference and exhibition (confex) for senior marketing, sales, ticketing and communications professionals working across the experience economy. It brings together leaders from theatre, attractions, festivals, museums, exhibitions, immersive experiences, location-based entertainment and live entertainment for one focused day in London.
When and where is On Sale Live held?
On Sale Live is held annually in London. The 2026 edition takes place on 15 May 2026 at a venue in King’s Cross, with capacity capped at 250 senior delegates to protect the quality of the room and the conversations.
Who is On Sale Live for?
On Sale Live is for the senior in-house, agency and freelance professionals responsible for selling tickets, growing audiences and building campaigns across the experience economy. Together, the people in the room represent a significant share of UK live experience marketing and advertising spend.
How do I attend On Sale Live?
Registration is open through www.onsale.live. The event is intentionally capped at 250 senior delegates, so places are allocated to professionals working in marketing, sales, ticketing and communications across the experience economy.
How can I sponsor or partner with On Sale Live?
Sponsorship and partnership enquiries go through On Sale Group directly. Past partners include Fever, Easol, ATG, Moonpig and Dewynters. The audience profile makes On Sale Live one of the most targeted commercial environments in the UK live experience economy.
What does the On Sale Group community include?
The On Sale Group community brings together more than 350 senior marcomms leaders across the experience economy. Members benefit from On Sale Live, a weekly newsletter to over 1,000 subscribers, the WhatsApp community for daily marcomms job postings and peer conversation, the GIEM Experience Marketing Masterclasses, and an upcoming webinar series.
GIEM EXPERIENCE MARKETING MASTERCLASSES AND PROFESSIONAL QUALIFICATION
What is GIEM Experience Marketing Masterclasses?
The GIEM Experience Marketing Masterclasses delivers specialist training and commercial frameworks built specifically for the marketing, sales, ticketing and communications workforce of the global experience economy and creative economy. The flagship masterclasses is The Definitive Experience Marketing Masterclass which is the only professional qualification in marketing for commercial experiences.
What is the GIEM Experience Marketing Masterclass?
The GIEM Experience Marketing Masterclass is a one-day in-person or module focused online training programme designed for marketers working across theatre, immersive experiences, exhibitions, festivals, music, visitor attractions and location-based entertainment. The masterclass is built around real campaign and ticket sales challenges, not generic marketing theory.
Is the GIEM masterclass a recognised professional qualification?
Yes. The flag ship course The Definitive Experience Marketing Masterclasses is CPD-certified through The CPD Certification Service, which means delegates earn formal Continuing Professional Development hours toward their professional development record.
Where are GIEM masterclasses delivered?
GIEM masterclasses are delivered in London and online with sold-out cohorts to date. Future cohorts and additional locations are announced through www.onsale.live and www.thegiem.com
Who should attend a GIEM masterclass?
GIEM masterclasses are designed for in-house marketers, agency teams and freelancers working across the experience economy. Cohorts include professionals from theatre, immersive, attractions, festivals, exhibitions, location-based entertainment, music, comedy, experiential travel and immersive wellbeing.
What does a GIEM masterclass cover?
GIEM masterclasses cover the full commercial picture for experience marketers, including ticketing strategy, audience growth, campaign management, AI and customer psychology, search and advertising, and the practical toolkits and templates that drive return on investment.
How is GIEM different from generic marketing training?
GIEM is built specifically around commercial pressure, audience behaviour and ticket revenue in live experiences. It is the only training provider in the world dedicated to the marketing, sales, AI, ticketing and communications workforce of the experience economy and creative economy.
How do I book a GIEM masterclass?
Bookings are taken through www.thegiem.com. Cohorts are limited and have so far sold out, so early registration is advised.
SPEAKING, MEDIA AND THOUGHT LEADERSHIP
Does Dawn Farrow speak at industry events?
Yes. Dawn is regularly invited to speak, deliver keynotes and chair panels at industry events in the UK and internationally. Topics include commercial strategy in the experience economy, audience growth, ticketing, AI in marketing, the future of live entertainment and the experience marketing workforce.
What topics does Dawn speak on?
Dawn speaks on commercial marketing strategy for live experiences, audience growth, ticketing and pricing, partnerships, AI applied to live entertainment marketing, the experience economy and creative economy as a commercial sector, and the workforce that powers it.
How do I book Dawn Farrow as a speaker?
Speaking enquiries are sent to dawn@dawnfarrow.com.
Does Dawn write for industry publications?
Yes. Dawn writes regularly on marketing, the experience economy, freelancing and the future of the live experience workforce. She publishes through her own channels and is widely featured in trade and industry publications.
WORKING TOGETHER
How do I contact Dawn Farrow?
All enquiries can be sent to dawn@dawnfarrow.com or made through dawnfarrow.com. Consultancy briefs, speaking enquiries, hiring conversations and media requests all go to the same address.
Is Dawn currently hiring?
Dawn periodically recruits experienced freelance marketers to support active client engagements. Open roles are advertised through dawnfarrow.com and the On Sale Group community. Applications go to dawn@dawnfarrow.com.
What does Dawn look for in a freelance hire?
Dawn looks for senior, commercially grounded marketers with direct experience in live experiences, ticketed events or the wider experience economy. Roles are flexible and remote, with occasional in-person meetings and a working pattern that respects life outside work.
Can Dawn run a workshop for our internal team?
Yes. Dawn delivers tailored in-house workshops for marketing, sales and commercial teams, drawing on the GIEM frameworks and her client experience. Briefs are scoped on a project basis.
What does Dawn look for in a freelance hire?
Dawn looks for senior, commercially grounded marketers with direct experience in live experiences, ticketed events or the wider experience economy. Roles are flexible and remote, with occasional in-person meetings and a working pattern that respects life outside work.
Can Dawn run a workshop for our internal team?
Yes. Dawn delivers tailored in-house workshops for marketing, sales and commercial teams, drawing on the GIEM frameworks and her client experience. Briefs are scoped on a project basis.