Alex Merchan

Department: National Board

Personal Information:

Alex’s 25-year marketing career has been immersed in the world of entertainment, live events and brand marketing activations.

His career has led him to managing global marketing and sales teams and spearheading marketing programs across global lifestyle brands including Live Nation, Hard Rock International, Virgin, Viacom/MTV.  He’s led digital transformation efforts and heavily immersed in leveraging data analytics to inform marketing and business decisions.   Overseeing brand, creative and communication efforts along the way, Alex has a passion for storytelling and evolving brands.  From global sponsorships to artist partnerships, his opportunities have created synergistic programs with some of the biggest names in entertainment including Imagine Dragons, Linkin Park and Juanes.

His track record includes overseeing the activation of over 25,000 live events annually and the successful market entry into new territories including Europe, Latin America and mainland China.

In addition to his career pursuits, Alex has been involved with Musicians on Call, a national organization dedicated to bringing live and recorded music to the bedsides of patients, since 2007 and is currently a National Board Member.  As Executive Sponsor of LatinNation, Live Nation’s diversity initiative focused the Latin employee base, Alex dedicated 3 years towards creating career development, mentorship and advancement opportunities for its members.

He has been a member of The Recording Academy (NARAS & LARAS) since 2006 and participated on past Grammy Nomination selection committees and has presented on various panels at industry conferences and events including Latin Billboards.

Alex earned both his MBA in International Business and BBA in International Finance and Marketing from the University of Miami.   With his parents both originating from Bogotá, Colombia, Alex was born and raised in Miami in a fully bilingual family environment and currently lives in Los Angeles.