Marketing ace Alex Merchán joins ASM Global


ASM Global Alex Merchán new VP of Marketing Image: ASM Global

ASM Global (US) – the world’s leading producer of live entertainment experiences, venue management and event strategy – has named Alex Merchán as Executive Vice-President of Marketing as part of a plan to substantially increase the company’s programs benefiting its far-reaching venues across five continents.

Alex Merchán was one of the Speakers at the Coliseum Online US Conference held in October 2021.

Los Angeles (US)-based ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of more than 325 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.

The ‘ASM Global’ stated that in making the announcement, ASM President and CEO Ron Bension said, “There are tremendous opportunities for us to bring substantially increased value to our clients through strategic marketing initiatives. Alex is uniquely qualified to harness the power of the world’s largest live-event marketing platform to drive sales, revenues and awareness to our partner venues around the globe.”

In Merchán’s new role, the former Executive Vice- President of Marketing for Live Nation’s Clubs and Theaters division is responsible for all marketing, data analytics, digital, creative, and communications efforts for the company worldwide and will oversee strategic development across company divisions, supporting all marketing and sales efforts across global partnerships, customer experience, data analytics, revenue growth, new venue partners, food and beverage, content, and programing.

The ‘ASM Global’ further stated that Merchán has been instrumental in the execution and implementation of ASM’s recently announced strategic partnership with Qualtrics that will allow ASM and its partner clients and venues to receive unprecedented industry insights into fan sentiments, needs and habits, which will further enrich and inform the company’s marketing and analytics efforts to create unparalleled live experiences across even more data touchpoints at more than 20,000 events annually.

He will evolve the core marketing strategies and develop the marketing team to drive growth across company divisions and further expand the portfolio such as recent openings in the 5,000-capacity Coca Cola Music Hall (San Juan, Puerto Rico), Capital One Hall (Tysons, Virginia, US) and Tacoma Theater (Tacoma, Washington, US), all now part of the portfolio.

Prior to his tenure at Live Nation, Merchán spent 10 years at the 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.

Said Merchán, “ASM’s multichannel digital platform leverages a global footprint and rich live-event data to create and power impactful marketing campaigns, drive guest engagement and grow ticket sales. Our global scope and expertise, technology infrastructure, and strategic partners provide an exciting foundation to leverage on the ground marketing activation with a robust integrated digital network and deliver engaged audiences across all our stadiums, arenas, convention centers, and theaters.”

Added Merchán, “No one in the live entertainment business can match – among many things – our ability to deliver and market to a captive global audience through cutting-edge technology, creative partnerships and a well-researched and charted guest experience.”

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