Geoff Lester is the new chief commercial officer at Vivid Seats.

Geoff Lester is back in the secondary ticketing game. Vivid Seats has hired the former StubHub executive as its chief commercial officer.

Lester spent seven years with StubHub in partnerships and business development before working the past six months for Fox Networks Group as senior vice president of global solutions. It was during his time at Fox when Lester met with Vivid Seats co-founders Eric Vassilatos and Jerry Bednyak about signing an advertising deal.

“At that point, they were growing consistently and were strong in technology,” Lester said. “They were moving tickets but didn’t have the brand recognition. I got to know them and they eventually offered me a job. It was compelling, the opportunity to expand on the good things they’ve already done. These guys are smart and hungry.”

To date, Vivid Seats has about 50 secondary ticketing deals in sports and entertainment, including exclusive partnerships with about a half-dozen National Football League (NFL) teams and a handful of colleges. Lester said he plans to grow the company’s roster to include deals with more teams and facilities, as well as leagues, promoters and artists.

“Our goal is to grow the Vivid brand and deliver a bigger audience,” he said. “I’ve been in the business long enough to know that we want to get tickets in the hands of the fans.”

“It all comes down to price, which changes dynamically,” Lester said. “We have the ultra-premium inventory for the 50-yard line at the Super Bowl, as well as value inventory for that show on a Tuesday night in chilly Minneapolis. We want to help put butts in seats using technology and anywhere people look for tickets.”

Before StubHub, Lester held multiple roles at NASCAR across broadcasting, digital media and marketing. Lester will work in Los Angeles for Chicago-based Vivid Seats and report directly to Vassilatos.