VenueConnect 2025

Sara Winter
Senior Vice President & the Head of Pop and Alternative Marketing
Messina Touring Group (MTG)


Sara Winter is a Senior Vice President & the Head of Pop and Alternative Marketing at Messina Touring Group (MTG) where she develops and spearheads tour marketing strategies for MTG clients Taylor Swift, Ed Sheeran and The Lumineers, while overseeing and leading MTG’s growing marketing staff and business development. Sara has been at the helm of tour marketing for Ed Sheeran in North America since his first arena headline tour in 2014 with album Multiply, to his current record breaking 2023 N.A. Mathematics Stadium Tour. In 2016 Sara began working with The Lumineers, spearheading the marketing for their first arena headline tour in N.A. to their current Automatic World Tour that will include 9 stadium stops in N.A . She’s led Taylor Swift’s tour marketing at MTG from her first headline tour, Fearless, to her most recent record-breaking Taylor Swift / The Eras Tour. Sara is a two-time Forbes 30-Under-30 honoree, Billboard 30-Under-30 honoree, Billboard 40-Under-40 honoree, and a three-time Billboard Women in Music honoree.

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