Entertainment experiences, venue management and event strategy specialists ASM Global has promoted industry veteran, Alex Merchán (pictured), to chief marketing officer. He will oversee the global portfolio that represents 20,000 events across 350 venues.
In making the announcement, ASM president and CEO Ron Bension said: “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.”
Merchán, whose most recent ASM Global position was executive vice-president of marketing, will now spearhead the company’s branding and positioning internationally.
“This is the thrill of a lifetime,” Merchán 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.”
Since joining ASM Global, Merchán has also overseen all strategic marketing, PR, creative services and digital efforts across ASM Global’s portfolio’s stadium, arena, convention centre and theatre network worldwide. This has included a focus on such initiatives as prioritising the customer experience and elevating the guest insights database via innovative partnerships with Qualtrics XM, which Bension said has redefined the guest experience across “all venue types”.
Prior to his time at ASM Global, Merchán oversaw marketing for Live Nation’s Clubs & Theatres division following a decade-long stint at Hard Rock International.
