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
a portfolio that represents 20,000 events across 350 venues, hosting more
than 164 million guests worldwide.
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.”
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 CRM strategy, business development, and advisory and
investing efforts across the U.S. and 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 center, and theatre
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 with the global standard in achieving
customer experience success.”
He has also actively been involved with ASM Global’s CSR Global
Acts committed 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.
Media Enquiries
Jim Yeager, breakwhitelight (for ASM Global)
M: 818-264-6812 E: [email protected]
Media Enquiries
Gail Sawyer, Group Communications Manager – ASM Global (Asia Pacific)
M: +61 439 733 509 E: [email protected]
Date published: 17 November 2022
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ABOUT ASM GLOBAL
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.
Follow us on Facebook [4], Instagram [5], LinkedIn [6], and Twitter [7].
Visit asmglobal.com [8]
ASM GLOBAL (ASIA PACIFIC)
From its Asia Pacific regional headquarters in Brisbane, Australia, ASM
Global operates a network of venues that includes:
* Entertainment and Sports Arenas – Qudos Bank Arena, Sydney; RAC
Arena, Perth; Brisbane Entertainment Centre; Newcastle Entertainment
Centre; Aware Super Theatre at ICC Sydney; BCEC Great Hall, Brisbane;
Cairns Arena: Bangkok Arena and EM Live Theatre, Bangkok (under
development), Coca-Cola Arena, Dubai; Kai Tak Sports Park Indoor Arena
(under construction), Hong Kong; Axiata Arena, Kuala Lumpur; and Jeddah
Arena, Saudi Arabia (under development),
* Live Performance Theatres – Brisbane, Cairns, Darwin, Sydney, Kuala
Lumpur and Bahrain,
* Convention & Exhibition Centres – Brisbane, Cairns, Darwin,
Newcastle, Sydney, Christchurch, Kuala Lumpur, Shenzhen, Bahrain (under
construction), Jeddah (under development), and;
* Stadiums – Suncorp Stadium in Brisbane, National Stadium Bukit Jalil
in Kuala Lumpur, Kai Tak Sports Park Main Stadium, Hong Kong (under
construction) and significant ownership of VenuesLive, the operator of
Stadium Australia, Sydney; CommBank Stadium, Parramatta; Optus Stadium,
Perth and service provider to WIN Stadium, Wollongong; McDonald Jones
Stadium, Newcastle; Netstrata Jubilee Stadium, Sydney; and Central Coast
Stadium, Gosford.
For more information, visit [9]asmglobal.com [10]
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