ASM Global, a leading producer of
entertainment experiences, venue management and event strategy, has
appointed Alex Merchán as Chief Marketing
Officer.
Alex, previously ASM’s Executive Vice President of
Marketing, will
spearhead the company’s branding and positioning across key areas
including global partnerships, digital and CRM strategy, business
development, as well as its advisory and investing efforts across the U.S.
and internationally.
ASM’s portfolio currently consists of
approximately 20,000
events across 350 venues, hosting more than 164 million guests
worldwide.
“In less than one year with our company, Alex
has been responsible for reimagining our marketing support
infrastructure while simultaneously dramatically enhancing our
network’s external initiatives for our clients and partners,” said
ASM President and CEO, Ron Bension.
Since joining ASM, Alex has overseen all strategic
marketing, PR, creative services and digital efforts, and
developed initiatives such as prioritizing the customer experience
and elevating the guest insights database via a partnership with
Qualtrics XM.
He has also been involved with ASM’s commitment to sustainability, community
and DEI efforts.
Prior to his time at ASM, Alex oversaw
marketing for Live Nation’s Clubs & Theaters division following a
decade-long stint at Hard Rock International establishing the
strategic direction for 175 venues in 74 countries representing a
billion-dollar business and overseeing both sales and marketing in
that capacity.
“This is the thrill of a lifetime,” Alex said.
“The biggest sandbox in the world and the opportunity to engage
with fans across entertainment, sports and business … that’s what
our marketing team gets to work in – with the most prestigious
collection of venues on Earth. That means we know the rules of the
game better than anyone else, and we play it better than anyone
else.”
