ASM Global has promoted Alex Merchán to the position of chief marketing officer with responsibility for its portfolio of 20,000 events across 350 venues hosting more than 164 million guests worldwide.
In his new role, Merchán, who served most recently as EVP Marketing, will spearhead the company's branding and positioning across key areas including global partnerships, digital and CRM strategy, business development, and advisory and investing efforts across the U.S. and internationally.
ASM President and CEO, Ron Bension, says: "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."
"This is the thrill of a lifetime," adds Merchán. "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 center and theater network worldwide. This has included a focus on such initiatives as prioritizing 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 and has provided ASM Global venues the global standard in achieving customer experience success."
He has also actively been involved with ASM Global's CSR's Global Acts commitment to sustainability, community and DEI efforts.
Prior to his time at ASM Global, Merchán 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 overseeing both sales and marketing in that capacity.
