ASM Global has promoted 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.
“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,” said ASM President and CEO Ron Bension.
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 centre and theatre network worldwide.
This has included a focus on such initiatives as prioritising the customer experience and elevating the guest insights database via innovative partnerships with Qualtrics XM.
“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.”