ASM Global

Brand Strategy & Team Building

Challenge: Rebuild an in-house brand team from the ground up.

Solution: A strategy to scale and build an effective, efficient team over time.

In the fall of 2019 AEG (the Anschutz Entertainment Group, the world's largest owner of sports teams and sports events) merged with SMG ( a management services company for more than 220 entertainment facilities). Together they became ASM Global, the world's largest venue management and services company. Directly after the merger the global COVID pandemic hit. With the world (and live events) shut down, ASM laid off almost all marketing and design team positions, with the exception of a skeleton team of 2-3 people.

When the world reopened, I was hired to conduct a needs assessment and craft a roadmap to strategically rebuild their in-house creative team from the ground up. I presented a phased roadmap to serve both immediate and long term needs, based on insights from interviewing key leaders, consultants, and staff.