Live entertainment and venue management company ASM Global has appointed Alex Merchán (pictured) as its new executive vice-president of marketing.
Merchán was formerly executive vice-president of marketing for entertainment company Live Nation’s Clubs and Theatres division. In his new role, he will be responsible for all marketing, data analytics, digital, creative and communications efforts for ASM worldwide.
Merchán will also oversee ASM’s strategic development across multiple divisions, supporting marketing and sales efforts across customer experience, global partnerships, data analytics, revenue growth, new venue partners, food and beverage, content and programming.
ASM Global president and chief executive, 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.”
Prior to his stint at Live Nation, Merchán spent a decade at global restaurant chain Hard Rock International overseeing the continued development of 175 venues in 74 countries, focusing on sales and marketing for the billion-dollar franchise.
Merchán said: “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 centres and theatres.”
Merchán has already made an impact and has been heavily involved in the implementation of ASM’s recently announced partnership with tech business management firm, Qualtrics.
The new partnership will allow ASM Global and its partner clients to receive industry insights into fan behaviour to enrich the company’s marketing efforts.
Merchán added: “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.”