Dawn Farrow
Global Experience Marketing Leader
Founder, On Sale Group
Described by Exhibition News as ‘The accidental architect of a live experience revolution’, Dawn Farrow has won leadership and marketing awards, is often called upon to speak and share her knowledge and to write about her refreshing approach to the live experience sector. She works as a consultant marketer as well as being the founder of On Sale Group a business dedicated to the marketing and communications professionals working within the experience economy.
After a career at Livenation working for David Ian and Garry McQuinn, Dawn went on to refine her marketing skills working for Adam Kenwright at aka. Between 2012 and 2020, Dawn became the founder of her own multi-million pound marketing agency Boom Live which delivered integrated sales and marketing campaigns globally for a broad range of theatrical, cinematic, leisure and immersive experiences including; Walking with Dinosaurs, Alice’s Adventures Underground, The Luna Cinema, Birmingham Royal Ballet, Nitro Circus, Grand Designs Live and Secret Cinema.
As a freelancer for hire, Dawn works across multiple projects and clients crafting campaigns for Squid Game: The Experience, The Friends Experience ( London and Europe), developing and implementing commercial models for Peter Rabbit and Paddingtonadventures, bringing new timed-entry leisure events to market including Kingdom of Winter at ExCeL London and establishing new Global IP for Warner Bros Discovery with Batman Unmasked, The Exhibition.
In 2025, Dawn launched On Sale Group which is the driving force behind On Sale Live, the industry-leading annual conference and exhibition (confex) dedicated to commercial events and live experience marketing and communications professionals.
Through training, networking opportunities, and thought leadership, On Sale Group empowers professionals to gain insights, develop skills and connect in today’s dynamic and demanding experience economy.
AWARDS: Dawn’s business leadership and career success has been recognised by a series of high profile organisations including being named as a ‘Power Founder’ in the Timewise Power 50 list, being recognised in the Women In Marketing Awards and being shortlisted in the top 50 of Management Today’s ‘35 under 35’. Her marketing agency Boom Live was awarded ‘Best New Business’ in the Top 100 UK Start Up Awards and was shortlisted in the top ‘Best Small Agencies’ in the UK Agency Awards.
