Camella Agabalyan

Senior Marketing Manager

London, United Kingdom
Locked Pro Plan feature

Projects credited in

About me

Over the last 10 years, I have built a career in the marketing, planning and production of music focused events. As a very social and creative person, I love to bring people together and enable long-lasting memories; whether that’s for an artist, a brand experience, an event or the launch of a new product. A sharp focus for detail and imagination as well as an ability to manage extremely high-pressure environments ranging from the marketing and running of London festivals to large branded events has helped me contribute to a range of fantastic events in different roles over the years. I am bilingual, personable and extremely efficient and have extended experience in managing a team and contributing to the future vision for my department and company. I can develop ideas, strategies and creative solutions as well as execute with numerous and competing deadlines. My greatest results lie in projects where I have been involved in end to end execution.


  • Music
  • Marketing
  • Creative
  • Management
  • Project Co-ordination
  • Ideas Development
  • Partnerships
  • Budgets
  • Strategy
  • Digital

People I’ve worked with

Companies I’ve worked with

  • VICE


    • Publishing
  • Live Nation

    Live Nation

    • Events


    • Marketing & PR
  • Festival Republic

    Festival Republic

    • Music

Work history


Marketing Manager

MAMA Festivals

Dec 2013
  • London, United Kingdom
  • Full Time
  • I am currently the Marketing Manager for both Lovebox and Citadel Festivals. Having worked for the company for nearly 5 years I manage a team of 5 people and sit on the board for executive decisions to be made within the company. A brief overview of my main responsibilities and accomplishments: Brand Strategy and Identity ● Repositioning Lovebox worldwide as one of the most influential festivals targeting a young diverse audience at the center of urban culture. The festival has sold out every year under my campaigns – relaunching in 2014 with a 30,000 per day target growing to 2018 with 40,000 tickets per day ● Successfully launching a new festival proposition into the market (Citadel) in 2015 overseeing the development of its visual identity, market positioning and strategic promotional execution. The festival has sold over target every year since launch starting at 20,000 sales in 2015 and growing to 30,000 sales in 2018 ● Creating the brand strategy, identity and marketing collateral for each of the festivals including: ○ Building Marketing GANTTs and Schematics alongside Strategy Decks ○ Developing the brand visual identity ○ Overseeing the production of necessary marketing assets, from OOH, print and digital ○ Identifying and elevating creatives through partnerships that fit within the identity Budget Management, Partnerships and Media Relationships ● Managing and operating budgets between two festivals, adapting in relation to ticket sales and market shifts ● Brokering media partnerships to raise brand awareness and help promote the show (i.e. Evening Standard, Time Out, Metro etc,) ● Identifying and maintaining relationships with key partners in relation to our brand values to develop brand equity (previous examples include VICE, i-D, gal-dem, Visions, NTS, Keash & Bambrows, Pxssy Palace etc.) ● Liaising with PR teams to secure listings, previews, reviews, editorial features and covers for the campaigns Team Management and Content Creation ● Overseeing a team of 5 people and their weekly schedules (Marketing Assistant, Senior Designer, Junior Designer, Digital Strategist and Web Developer) ● The creation of an official video and photo team, developing strict content creation briefs to leverage in future Marketing campaigns as well as commissioning smaller creatives for editorial projects ● Managing a team of over 40 staff members onsite to cover Marketing, PR, Photo & Video teams and liaising with different onsite teams from production to bars to stage managers to directors for the smooth running of the shows


Head of Events


Sep 2010 - Sep 2013
  • London, United Kingdom
  • Full Time
  • • Planning, coordinating and implementing campaigns and high-profile events across the country for external clients and for the VICE/Noisey brand. • Organising bookings, entertainment and experiential production in addition to basic event procedures. • Managing budgets across overall campaigns and generating considerable profit margins for the company. • Project managing within the company (design, editorial, activation, production etc.) and externally (pitching, updating and reporting to clients). • Developing and strengthening the VICE/Noisey brand by solely negotiating beneficial media deals (screenings, monthly events, gigs and festival stages). Clients include: adidas, Desperados, Dr Martens, Grolsch, Intel, Lacoste, Marshall,Palladium, Philips, Warner Bros., Sony Music, Puma, Sony, Mindshare, Tiger and more. Bookings include: Live: Crystal Castles, The Vaccines, Wretch 32, Iggy Azalea, Danny Brown, Wiley, Giggs, The Rapture, Tom Vek, Factory Floor; Andrew W.K., Trash Talk, Pulled Apart By Horses, Mount Kimbie, Is Tropical, PEACE, Gabriel Bruce, Swim Deep, Wolf Alice, Superfood, The Wytches, Maxixe, Charlie Boyer and The Voyeurs, Temple Songs and more. DJ sets: SebastiAn (Ed Banger), The Kills, Bobby Gillespie (Primal Scream), Toddla T, The Big Pink, Mark Ronson, Jamie Reynold (Klaxons), Toy, Fred Macpherson (Spector), Jen Long (Radio 1), Seb Chew (YoYo), Mary Charteris, NTS, Kutmah, Bullion, Braiden, and more.


Jun 2010 - Sep 2012
  • London, United Kingdom
  • Freelance
  • • Pre-event organization (booking, promoting, coordinating). • On-site assistance to all positions (head of production).



MA MBM (Hons), Music Business Management

University of Westminster

Sep 2009 - Sep 2010
  • London, United Kingdom


BA (Hons), Business

London South Bank University

Sep 2008 - Sep 2009
  • London, United Kingdom


Sep 2005 - Sep 2009
  • Paris, France