Macarena Penny

Experience

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  Sony Music Entertainment

  Nov 2013 - Apr 2016

  Member of Soundbed

  - Provide feedback to music label regarding new artists, singles and music videos. - Competition analysis- Proposal of marketing strategies.

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  Red Light Management

  Mar 2015 - Jul 2016

  Assistant Manager

  International Music Management Company. Works with artists such as Bonobo, Ry X, The Acid, Howling, Jens Kuross, Nick Warren, Way Out West, Cedric Gervais, Jagaara, The Family Rain, The Heavy, Taylor McFerrin, William Arcane, among others.- Updating artist’s online listings, websites, social media and newsletters- Production of Tour itineraries including booking all travel arrangements and advancing with show’s details with promoters- Logistical assistance at events where our artists were performing- In charge of the release of the fist EP for Jens Kuross, including: coordination with label, music blogs, cover design, selection of first single and music video commission- Competition and opportunities analysis- Managing the artist’s online stores- Collection of press grabs Show less

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  Inmortal Producciones, I2M, Capitan Simio

  Jul 2015 - Nov 2019

  Hospitality & Artist Liaison

  Events:- Festival Vivo Por el Rock (Lima - Peru | Nov, 2019): Head of International Hospitality + Artist Liaison for The Strokes Party A- Muse (Lima, Peru | Oct, 2019): Artist Liaison Party B- The 1975 (Lima, Peru | March, 2019): Artist Liaison- Lenny Kravitz (Lima, Peru | March, 2019): Artist Liaison Party B- Juan Pablo Vega (Lima, Peru | Octubre 2018): Artist Liaison - Telebit (Lima, Perú - Noviembre, 2017): Artist Liaison - Julian Casablancas & The Voidz (Lima, Peru | Oct, 2017): Artist Liaison Party A- Glastonbury Festival (Somerset - UK |2015 & 2016): Artist Liaison Silver Hayes- Secret Solstice (Reykjavik, Iceland | Jul, 2015): Artist Liaison Show less

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  Universal Music Group

  Aug 2016 - Mar 2017

  GTS Manager Peru

  - In charge bookings for the company’s artist’s roster. - Development of artist’s career and strategies to be executed in Peru. - Coordination with promoters. - Launch of brand and co-production of AFTERCLUV in Lima. Artist Liaison previous to and during their stay in the country.

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  Espacio 22

  Nov 2016 - Dec 2018

  Co-founder and Lead Producer

  Cultural Lab and art gallery focused on emerging talent. - Produced culturally immersive events supporting emerging artists, handling operations, securing long-term sponsorship with Absolut Vodka, and compliance- Designed end-to-end visitor experience, from curation to hospitality, delivering high-impact human-centered outcomes- Formulated and executed comprehensive marketing strategies, including oversight of social media management, advertising campaigns, and PR- Oversaw the acquisition of all necessary legal permits for events, ensuring compliance with regulations Show less

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  Mundaka

  Dec 2016 - May 2022

  Manager

  One of the main artists in Peru’s music scene. Have participated in multiple national and international music festivals and won multiple awards.- ​Directed the strategic development of the band’s growth plan, including market expansion, brand positioning, and international presence- Led strategic branding and growth across multiple channels, reaching over 2.5M Spotify streams- Managed all financial planning and budgeting related to the band’s operation, tours, and strategy- Planned and implemented management and booking strategies that secured performances for Mundaka at Peru’s biggest festivals and international artists like Radiohead (UK). Also facilitated their participation in SXSW and other international events in Argentina and Chile- Won three national funding awards totaling $16,850 and led sponsorship negotiations with brands Show less

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  Sound Diplomacy

  Jun 2017 - Oct 2017

  Research Assistant

  Strategic Consultancy firm based in London, Barcelona and Berlin. Works globally with cities and governments in coming up with development strategies through music. - Developed frameworks and co-authored national export strategy for Peruvian music, commissioned by government stakeholders - Provided actionable insights and strategies for cultural development- Conducted the research, interviews, polls, and write-up

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  Capitan Simio

  Sept 2017 - Feb 2019

  Events Production and Booking Agent

  Music agency dedicated to events and festival production as well as artists management and booking. Worked with artists such as Kanaku y el Tigre, Cementerio Inocentes, Gala Brie, Alejandro y Maria Laura, El Marshall, Los Outsaiders, Francois Peglau and Lorena Blume.- Development and execution of management and marketing strategy both for the agency and the artists. Reports directly to Company’s CEO- In charge bookings for the company’s artist’s roster. - Competition analysis- In charge of the Company's monthly newsletter. Show less

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  Masterlive

  Feb 2019 - May 2022

  Production Assistant and Music Manager

  Largest artist management and music event production company in Peru. - Produced high-impact music festivals of up to 70,000 attendees, ensuring operational excellenceManaged artist bookings, logistics, and hospitality for global acts such as The 1975, Lenny Kravitz, The Strokes, Muse, Martin Garrix, Interpol, and others- Acted as personal Manager of Laguna Pai, successfully developing and implementing the band’s strategy, leading negotiations with promoters, and managing national and international tours - Constructed and controlled budgets for a diverse range of events- Designed and implemented operational protocols for event production, ensuring efficiency and compliance- Reported directly to the CEO weekly, contributing to high-level planning and decision-making Show less

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  APEMM

  Jul 2020 - Dec 2021

  Board of Directors

  APEMM es la primera asociación que agrupa a managers, bookers, productores y trabajadores de proyectos musicales, para lograr una adecuada representatividad ante la sociedad civil, el Estado y el sector privado, que nos permita crear proyectos culturales y acciones comerciales que permitan el desarrollo artístico y sostenibilidad económica de la industria musical peruana en tiempos de crisis mundial.

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  Intercorp

  May 2022 - Jul 2024

  Events Owner en Cometa

  Cometa is a non-profit educational initiative sponsored by Intercorp Group, to close the gaps in higher education access by providing free services and programs to students across Peru.- Led the service delivery of educational hybrid events, ensuring high-quality user experiences across all events and increasing engagement by 50% YOY- Led cross-functional teams to build interactive journeys, curated 90+ national and international speakers, and implemented research-driven service improvements- Played a central role in designing and executing the strategic roadmap for Cometa’s events ecosystem, aligning goals across departments- Developed and managed strategic alliances with 30+ organizations, driving long-term partnerships and collaborative impact- Defined and tracked success metrics, streamlined operations, and built scalable systems - Oversaw event and service delivery budgets, ensuring strategic alignment with organizational priorities and financial efficiency- Planned user research, interviewing over +70 users, and analyzed user feedback to gain insights - Served as a key liaison with internal and external stakeholders, including executive leadership Show less

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  IE University

  Sept 2024 - now

  Master in Customer Experience & Innovation

  Master in Customer Experience & Innovation