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Live entertainment and venue management company ASM Global has appointed Alex Merch\u00e1n (pictured) as\u00a0its new executive vice-president of marketing.<\/p>\n
Merch\u00e1n was formerly executive vice-president of marketing for entertainment company Live Nation\u2019s 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.<\/p>\n
Merch\u00e1n will also oversee ASM\u2019s 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.<\/p>\n
ASM Global president and chief executive, Ron Bension, said: \u201cThere 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\u2019s largest live-event marketing platform to drive sales, revenues and awareness to our partner venues around the globe.\u201d<\/p>\n
Prior to his stint at Live Nation, Merch\u00e1n 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.<\/p>\n
Merch\u00e1n said: \u201cASM\u2019s 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.<\/p>\n
\u201cOur 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.\u201d<\/p>\n
Merch\u00e1n has already made an impact and has been heavily involved in the implementation of ASM\u2019s recently announced partnership<\/a> with tech business management firm, Qualtrics.<\/p>\n The new partnership will allow ASM Global and its partner clients to receive industry insights into fan behaviour to enrich the company\u2019s marketing efforts.<\/p>\n Merch\u00e1n added: \u201cNo one in the live entertainment business can match \u2013 among many things \u2013 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.\u201d<\/p>\n<\/div>\n