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.

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. Then the global COVID pandemic hit the world, shutting down all live events for over two years and they laid off almost all marketing and design team positions, with the exception of a skeleton team of 2-3 people. When the world began to reopen, the existing team was too stretched so ASM brought in a senior leader who hired me (via and kudos to Creative Circle) to consult on how to strategically rebuild an in-house team from the ground up.

I gathered insights from key leaders, consultants, and staff to gain an understanding of the business and culture, and presented a phased roadmap to serve both immediate and long term needs, maximizing efficiencies and ROI. The goal was not only to explain what was needed, but more importantly why it was critical to business success and growth. My client was subsequently promoted from Executive Vice President to Chief Marketing Officer.