Mullock, was previously group sales and marketing director for ecommerce at the tour operator, joins Seatwave with a remit to drive international growth via new digital channels and help build the reputation of the brand.
The company operates in a number of territories including the US, Canada and Europe.
Mullock will report to Seatwave founder Joe Cohen and oversee local soperations supported by UK marketing director James Hamlin. She is a former head of online sales and marketing at Sky.
Seatwave competes with online brands such as Viagogo in the secondary ticket market. The sector has come in for criticism in the past for exploiting fans and essentially “touting”.
A Channel 4 Despatches programme in February this year called the The Great Ticket Scandal looked at the ticket reselling market.
Before the programme aired Cohen wrote a letter to Seatwave’s customers defending the model, saying “…we have consistently led the ticketing market towards more customer-friendly practices. Transparency and security were, and still are, our top priorities.”
A Parliamentary select committee conducted an inquiry into ticket touting in 2007 and published a report in 2008 that identified a number of key benefits that a legitimate secondary ticket market provides to consumers.