2023 Women Of Live: Helen Strus

Vice President, Marketing and Communications | MetLife Stadium

The return to full-capacity, in-person events meant a reboot of the box office at MetLife Stadium in East Rutherford, New Jersey.

“The demand for live entertainment is greater than ever before and we are fortunate to be in a major market where the fans embrace all genres of music,” said Helen Strus, vice president of marketing and communications at the 82,500-capacity stadium that is home of the NFL’s New York Giants and New York Jets.

The open-air stadium has a record 16 concerts announced for 2023 featuring an eclectic mix of country, pop, rock and K-pop, many of which are multi-night engagements, including three sold-out nights for Taylor Swift and Bruce Springsteen & the E Street Band to go along with two nights each of Morgan Wallen, Ed Sheeran, Beyoncé and Metallica.

“The biggest marketing challenge we face is finding unique ways to promote the shows with less emphasis on traditional media,” Strus said. “An ongoing challenge is developing engaging content to grow our socials and we look forward to launching our official stadium TikTok channel this summer.”

MetLife Stadium had a record 13 concerts last summer with full-capacity crowds, their two NFL teams had exciting seasons and the venue was officially selected as a host venue for the 2026 FIFA World Cup.

“We have been working on that event for five years since the initial bid process and it was thrilling to finally hear New York/New Jersey and MetLife Stadium announced as a host city and venue,” Strus said. “I worked on the event in 1994 at Giants Stadium and look forward to its return in a few years. The event has grown exponentially, and it will be a true challenge for all of us to bring this global event to the New York/New Jersey Region.”

Strus has had strong role models along the way, including Michael Rowe, who gave Strus her start when he was general manager of Meadowlands Arena and Giants Stadium, and Ron VanDeVeen, president and CEO of MetLife Stadium.

“I have worked with Ron since day one and am fortunate to be a member of his team today,” Strus said.