Summary
Overview
Work History
Education
Skills
Marketing Expertise
Personal Information
Languages
Timeline
Generic
GERMAN A DE BUSTOS

GERMAN A DE BUSTOS

San Jose, Costa Rica

Summary

Results-driven marketing executive with 28+ years of experience in the iGaming industry, specializing in brand growth, revenue optimization, and data-driven marketing strategies. Proven track record of leading high-impact campaigns that increase customer engagement, conversion rates, and ROI.


Expert in affiliate marketing, SEM/Evergreen content, social media marketing, brand positioning, EDM, and performance analytics. Adept at aligning marketing initiatives with business objectives to maximize profitability.


As Chief Marketing Officer at Skybook, BetPhoenix, and BetMania, led a marketing transformation that increased revenue, improved retention and boosted customer acquisition by 4x. Skilled in scaling operations, enhancing brand positioning, and driving sustained growth in competitive markets.

Overview

29
29
years of professional experience

Work History

Chief Marketing Officer

Skybook / BM and BP
11.2018 - 07.2024
  • Spearheaded comprehensive marketing strategies resulting in a increase in customer base and 4x growth in sales and profits across multiple brands
  • Oversaw and strategically guided all Sports and Casino business operations, successfully managing mergers and acquisitions, focusing on aggressive growth and improved financial performance
  • Led marketing initiatives across all channels (web, email, social media, content marketing) to elevate customer engagement, resulting in a increase in website traffic, social media engagement
  • Developed, implemented, and optimized marketing campaigns exceeding KPIs by driving improvements in customer retention, loyalty program and acquisition cost
  • Conducted thorough market research to adapt to evolving market dynamics and deliver exceptional customer experience improvements, resulting in a increase in customer satisfaction scores
  • Managed and mentored a high-performing marketing team, fostering strong relationships with internal and external stakeholders
  • Successfully launched new products/features, achieving positive results in market share, revenue targets
  • Collaborated with Customer Service to create integrated customer loyalty campaigns, leading to an increase in customer retention

Brand Development Consultant

Independent Contractor
04.2017 - 10.2019
  • Led and managed cross functional teams (Marketing, Customer Service, IT) to develop and execute successful offline and online marketing campaigns
  • Oversaw website redesign and content strategy, aligning brand messaging across all platforms
  • Implemented and managed loyalty programs and VIP initiatives that increased customer retention
  • Successfully directed the creative development of online campaigns, sponsorships, events, and promotional materials for brand awareness
  • Managed and optimized ECRM efforts (email marketing, social media, live chat)

Social Media Specialist

SBR - Sportsbook Review
08.2014 - 04.2017
  • Developed and implemented a comprehensive social media strategy based on competitive analysis and platform specific best practices to increase traffic, followers, brand awareness and engagement
  • Collaborated effectively with Customer Service to boost customer satisfaction and loyalty
  • Created and curated engaging content (text, images, videos) that increased audience engagement
  • Optimized social media profiles across various platforms, leading to improved brand visibility

Brand Manager

AHR.com
04.2012 - 01.2014
  • Managed marketing services, communications, and IT teams, successfully overseeing the launch of a new Loyalty Program that increased member participation
  • Led website redesign, resulting in improved user experience and conversion rates
  • Oversaw the development and execution of successful marketing campaigns, driving lead generation and sales conversions

Chief Brand Officer

Sportsbook.com (now Sportsbook.ag)
01.1996 - 10.2011
  • Developed and maintained accurate, consistent, and timely brand messaging for 40+ brand associates, resulting in improved brand consistency across all channels
  • Collaborated with various departments to resolve customer service issues, leading to improved customer satisfaction scores and reduced customer churn
  • Generated weekly and monthly reports providing actionable insights to senior management
  • Advised associates on website productivity enhancements, leading to improved performance and user experience
  • Oversaw the development and execution of successful marketing campaigns, driving lead generation and sales conversions
  • Successfully launched new products/features, achieving positive results in market share, revenue targets

Education

NLP Neuro Linguistic Programming -

The Knowledge Academy
01.2013

eCRM & Business Intelligence -

Certiport Pearson Vue
01.2011

Service Quality - First Time, Every Time -

Coach Silvia
01.2007

Marketing, Communication and Digital Business -

Geneva Business School
01.1995

Bachelor of Business Administration -

Universidad Complutense
01.1995

High School Diploma -

Liceo Maria Auxiliadora
01.1992

Skills

  • Customer Service
  • Customer Relationship Management (CRM)
  • Content Creation and Strategy
  • Strategic Planning and Execution
  • Performance Metrics and Analytics
  • Brand Development and Management
  • Budgeting and Financial Management
  • Digital Marketing (Social Media)
  • Campaign Management
  • Market Research and Analysis
  • Data-Driven Decision Making
  • Cross-functional Collaboration
  • Team Leadership and Development
  • Product Launch and Go-to-Market Strategy
  • Strong work ethic
  • Attention to detail
  • Creative thinking
  • Decision-making

Marketing Expertise

  • Developed and managed high-performing affiliate programs, cultivating a network of over 8,000 active bettor leads and a VIP portfolio of 483 high-value players, resulting in a fourfold increase in customer acquisition and revenue.
  • Successfully negotiated and optimized performance-based partnerships (CPA, revenue share, hybrid models) that consistently exceeded ROI targets.
  • Built and maintained strong relationships with key influencers and partners, driving successful campaigns that leveraged top influencers, streamers, and KOLs across social media channels, leading to a significant increase in website traffic.
  • Developed and implemented effective SEO strategies focused on evergreen content, driving organic traffic and improving search rankings for key terms.
  • Created and executed comprehensive social media strategies across multiple platforms to enhance brand awareness, engagement, and customer acquisition, resulting in notable growth in followers, engagement rates, and website traffic from social media referrals.
  • Secured and managed strategic sponsorships and influencer partnerships to effectively reach target audiences, significantly enhancing brand awareness as measured by social media mentions and surveys, directly attributed to campaign efforts.
  • Developed and executed targeted email campaigns to nurture leads and promote products/services, leading to increased open rates, click-through rates, and conversion rates.

Personal Information

Name: German Alberto De Bustos Aguilar 

Address: Av 3 Basil de Santa Ana Santa Ana, San Jose, Costa Rica 

Mobile: +506 72971543 

email 1: adebustos@icloud.com

email 2: alberto@debustos.net 

LinkedIn Profile: https://www.linkedin.com/in/albertodebustos

Nationality: Spain

Legal Condition: Costa Rican permanent resident free of conditions ID: #172400000519.

Languages

Spanish
Proficient
C2
English
Proficient
C2

Timeline

Chief Marketing Officer

Skybook / BM and BP
11.2018 - 07.2024

Brand Development Consultant

Independent Contractor
04.2017 - 10.2019

Social Media Specialist

SBR - Sportsbook Review
08.2014 - 04.2017

Brand Manager

AHR.com
04.2012 - 01.2014

Chief Brand Officer

Sportsbook.com (now Sportsbook.ag)
01.1996 - 10.2011

eCRM & Business Intelligence -

Certiport Pearson Vue

Service Quality - First Time, Every Time -

Coach Silvia

Marketing, Communication and Digital Business -

Geneva Business School

Bachelor of Business Administration -

Universidad Complutense

High School Diploma -

Liceo Maria Auxiliadora

NLP Neuro Linguistic Programming -

The Knowledge Academy

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GERMAN A DE BUSTOS