ASM Global appoints Alex Merchán executive vice-president of marketing

Global venue and event management group ASM Global has named Alex Merchán (pictured) its new executive vice-president of marketing. This appointment is part of the plan to increase the company’s programmes for its venues across five continents. Ron Bension, president and CEO of ASM, 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.” In Merchán’s new role, the former executive vice-president of marketing for Live Nation’s Clubs & Theatres division is responsible for all marketing, data analytics, digital, creative and communications efforts and oversees strategic development across company divisions. Merchán is tasked with evolving the core marketing strategies and further expanding the portfolio such as recent openings in Coca Cola Music Hall (San Juan, Puerto Rico), Capital One Hall (Tysons, Virginia) and Tacoma Theater (Tacoma, US). Previous to his tenure at Live Nation, Merchán spent 10 years at Hard Rock International establishing the strategic direction for 175 venues in 74 countries overseeing both sales and marketing. Merchán stated: “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.” Photo courtesy of ASM Global