VENUE-OPERATIONS giant ASM Global has made Alex Merchán its chief marketing officer overseeing a global portfolio representing 20,000 events across 350 venues hosting more than 164 million guests worldwide.
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 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 United States and internationally.
ASM’s portfolio includes conference and exhibition centres, and sports and entertainment arenas including the forthcoming Kai Tak Sports Park in Hong Kong.
“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 strategic marketing, PR, creative services and digital efforts across stadium, arena, convention centre and theatre network worldwide. He has also been active in ASM Global’s CSR’s Global Acts commitment to sustainability, community and DEI efforts.
Merchán previously 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.