Merchán magic to ASM marketing platform

Article posted by Coliseum, November 23^rd, 2022

Image: ASM Global

ASM Global – the world’s leading producer of entertainment experiences, venue management and event strategy – has promoted industry veteran, Alex Merchán, to Chief Marketing Officer overseeing the global portfolio that represents 20,000 events across 350 venues, hosting more than 164 million guests worldwide.

‘ASM Global’ stated that in making the announcement, ASM President and head honcho 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.”

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 350 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.

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In his new role, Merchán, whose most recent ASM Global position was Executive Vice-President of Marketing, will spearhead the company’s branding and positioning across key areas including global partnerships, digital and customer relationship management (CRM) strategy, business development, advisory, and investing efforts across the United States and internationally.

Exulted Merchán, “This is the thrill of a lifetime. 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.”

‘ASM Global’ further stated that since joining ASM Global, Merchán has also overseen all strategic marketing, public relations (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 (American experience management company), 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 corporate social responsibility (CSR’s) Global Acts commitment to sustainability, community and diversity, equity and inclusion (DEI) efforts.

Prior to his time at ASM Global, Merchán oversaw marketing for Live Nation’s (American global entertainment company) Clubs and Theaters division following a decade-long stint 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.

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