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Alex, previously ASM’s 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, as well as its advisory and investing efforts across the U.S. and internationally.
Alex Merchán
ASM’s portfolio currently consists of approximately 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, Alex has overseen all strategic marketing, PR, creative services and digital efforts, and developed initiatives such as prioritizing the customer experience and elevating the guest insights database via a partnership with Qualtrics XM.
He has also been involved with ASM’s commitment to sustainability, community and DEI efforts.
Prior to his time at ASM, Alex 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 and overseeing both sales and marketing in that capacity.
“This is the thrill of a lifetime,” Alex 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.”
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