German Alberto De Bustos Aguilar
Santa Ana, Costa Rica
Summary
Accomplished and versatile Chief Marketing Officer professional with a strong and extensive experience in the iGaming industry.
a “Jack of all Trades“ skilled in strategic planning, brand development, and digital marketing. Drives growth through innovative marketing campaigns, data-driven decision-making, and effective team leadership. Expertise in market research, budget management, and cross-functional collaboration enhances customer relationships, manages public relations, and leverages performance analytics to optimize marketing efforts. Proven track record of leading successful product launches and developing comprehensive go-to-market strategies, consistently delivering measurable results.
Overview
29
29
years of professional experience
Work History
CMO Consultant
Freelance
07.2024 - Current
- Streamlined marketing processes for improved efficiency and cost savings.
- Drove revenue growth by identifying new market opportunities and launching successful product lines.
- Strengthened relationships with key industry partners to facilitate strategic collaborations and joint ventures.
- Established streamlined communication channels between departments to enhance collaboration on cross-functional projects.
- Set clear goals for each team member which contributed significantly towards attaining company objectives.
- Achieved stronger brand identity consistency across all platforms through meticulous oversight of creative design elements.
- Boosted customer loyalty through the development of targeted promotions, incentives, and rewards programs.
- Increased brand visibility by developing and implementing comprehensive marketing strategies.
- Enhanced customer engagement through the creation of interactive content and social media management.
- Increased event attendance with well-executed event planning, promotion, and execution strategies.
- Optimized digital presence, enhancing website design and improving search engine rankings.
- Maximized team productivity by providing effective leadership, mentoring, and performance management.
- Developed innovative solutions to address specific business challenges or capitalize on emerging trends in the marketplace.
- Improved overall company reputation, managing public relations efforts and crafting compelling brand narratives.
- Planned and executed marketing campaigns to target groups, areas and wider community.
- Identified value propositions and key messages for company marketing campaigns.
- Collaborated with developers, advertisers and production managers to market products and services.
- Preserved brand integrity by monitoring consistency and quality of marketing content.
- Researched industry and marketplace trends to develop marketing solutions and enhance business operations.
- Directed hiring, training and performance evaluations for marketing and sales staff and supervised daily activities.
- Developed innovative sales and marketing strategies to facilitate business expansion.
- Analyzed industry trends and tracked competitor activities to inform decision making.
- Cultivated company-wide culture of innovation and collaboration.
CHIEF MARKETING OFFICER
Skybook - Betmania and BetPhoenix
11.2018 - 07.2024
- Formulated strategic initiatives to boost customer growth and drive increased sales for several brands.
- Oversaw sports and casino business strategy, focusing on growth and financial performance, including mergers and acquisitions.
- Directed marketing campaigns spanning web pages, newsletters, content creation, visual design, and social media platforms.
- Designed, planned, and monitored marketing campaigns, making necessary adjustments to maximize effectiveness and achieve KPIs.
- Conducted market research to understand changing market dynamics, and implement customer experience improvements to boost visitor conversion.
- Managed retention efforts boosting customer loyalty.
- Developed a high-performing marketing team through collaboration with in-house and third-party entities.
BRAND DEVELOPMENT CONSULTING
Consulting Engagements
04.2017 - 10.2019
- Led and managed marketing services, communications, and IT teams to execute and monitor offline and online marketing campaigns
- Directed creative development for online campaigns, third-party content, sponsorships, events, and promotions
- Oversaw website content, redesign, and creative promotions, ensuring alignment with brand strategy
- Implemented and managed loyalty programs, including VIP initiatives, to enhance customer retention and engagement
- Coordinated ECRM efforts, including weekly mass emails and reactivation/retention campaigns
- Acted as primary liaison with the design team to produce impactful banners and brand creatives
SOCIAL MEDIA SPECIALIST
SBR - Sportsbook Review
08.2014 - 04.2014
- Developed and implemented comprehensive social media strategy through competitive research and platform analysis
- Conducted benchmarking to establish industry standards and identify key areas for improvement
- Curated, created, and shared engaging daily content (text, images, video, HTML) to foster audience engagement
- Enhanced community interaction and encouraged user action through targeted messaging and audience identification
- Monitored and analyzed social media metrics to inform strategy adjustments and optimize performance
- Continuously refined tactics using data-driven insights and best practices to enhance content effectiveness
- Improved visibility of company's social media presence by optimizing company pages across various platforms
BRAND MANAGER
AllHorseracing - GoHorseBetting and HorseBetting
01.2012 - 01.2014
- Managed marketing services, communications, and IT teams to implement and track offline and online marketing campaigns, including third-party creative, sponsorships/events, and promotions
- Led website redesign efforts and assisted in the launch of the first-ever Loyalty Program (MVP Program)
- Oversaw website content, creative development, and promotional strategies
- Directed ECRM initiatives, including weekly mass emails, reactivation campaigns, and retention emails
- Collaborated with the design team to produce effective banner ads and brand creatives
- Coordinated merchandise and regalia for customers, managing related expenses and event logistics
- Organized and reported on events, ensuring smooth execution and detailed event analysis
CHIEF BRAND OFFICER
Sportsbook.com - now Sportsbook.ag
01.1996 - 01.2011
- Developed and maintained accurate, concise, and timely content for 40+ brand Associates, ensuring consistent communication
- Created and distributed regular email newsletters to Associates, enhancing engagement and information dissemination
- Generated weekly and monthly reports on global and individual levels for all Associates, providing actionable insights
- Advised Associates on website productivity enhancements, leading to improved performance and user experience
- Coordinated internal and external efforts, ensuring alignment with campaign goals and departmental requirements
- Monitored and reported on campaign progress and effectiveness, contributing to strategic adjustments and success
- Collaborated with various departments to address customer service issues, optimize implementation activities, and organize merchandise effects and events, reporting directly to the CEO
Education
NLP Neuro Linguistic Programming -
The Knowledge Academy
01.2013
eCRM & Business Intelligence -
Certiport Pearson Vue
Madrid01.2011
Service Quality - First Time, Every Time -
Coach Silvia
01.2007
Marketing, Communication and Digital Business -
Geneva Business School
Madrid01.1995
Bachelor of Business Administration -
Universidad Complutense
Madrid01.1995
High School Diploma -
Liceo Maria Auxiliadora
Nueva Esparta01.1992
Skills
- Digital Marketing
- Market Research and Analysis
- Content Creation and Strategy
- Strategic Planning and Execution
- Performance Metrics and Analytics
- Brand Development and Management
- Budgeting and Financial Management
- Campaign Management
- Data-Driven Decision Making
- Cross-functional Collaboration
- Team Leadership and Development
- Customer Relationship Management (CRM)
- Public Relations and Media Communication
- CRM management
- Creative direction
- Content strategy
- Marketing analytics
- Customer Service-oriented
Product Launch and Go-to-Market Strategy
Languages
English
Spanish
Personal Information
Citizenship: EU citizen with permanent CR residence
Timeline
CMO Consultant
Freelance
07.2024 - Current
CHIEF MARKETING OFFICER
Skybook - Betmania and BetPhoenix
11.2018 - 07.2024
BRAND DEVELOPMENT CONSULTING
Consulting Engagements
04.2017 - 10.2019
SOCIAL MEDIA SPECIALIST
SBR - Sportsbook Review
08.2014 - 04.2014
BRAND MANAGER
AllHorseracing - GoHorseBetting and HorseBetting
01.2012 - 01.2014
CHIEF BRAND OFFICER
Sportsbook.com - now Sportsbook.ag
01.1996 - 01.2011
NLP Neuro Linguistic Programming -
The Knowledge Academy
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
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