Leon Munoz

Senior marketing executive with 15+ years of experience building omnichannel growth, CRM, sponsorship, BTL, affiliate, VIP, and customer experience strategies across casino, iGaming, retail and sports entertainment environments. My career has evolved from field marketing execution to leading full marketing ecosystems: connecting physical casinos, digital products, CRM, events, sponsorships, partners, agencies, influencers and commercial objectives into measurable business results. I have managed annual budgets above EUR 200,000, coordinated teams of up to 25 people between internal staff and agencies, trained more than 800 employees in omnichannel operations and executed marketing initiatives linked to properties such as Formula 1, NBA, Diablos Rojos, Sultanes de Monterrey and the San Francisco 49ers.

My strongest value is not only running campaigns, but understanding how each touchpoint affects the customer journey, the brand and revenue growth.

BTL Digital Division Coordinator | Omnichannel Coordinator | Omnichannel Marketing Manager at Codere (2018-11 – 2024)

Mission: To evolve from BTL and retail activations into a nationwide omnichannel marketing leader capable of connecting physical casino operations with digital acquisition, CRM, sponsorships and customer experience.

• Progressed through three roles with increasing responsibility, moving from BTL execution to omnichannel strategy and marketing leadership.
• Designed and executed integrated campaigns connecting retail casinos, digital channels, CRM, street activations, events and sponsorships.
• Implemented street promoter and affiliation initiatives across restaurants, padel courts, football fields, golf courses and baseball fields.
• Collaborated closely with casino operations, CRM, agencies and suppliers to align promotions, events and customer acquisition initiatives.
• Coordinated high-profile sponsorship activations including Formula 1, NBA, Diablos Rojos and Sultanes de Monterrey.
• Created and rolled out omnichannel operating standards and trained more than 800 employees on the omnichannel manual.
• Managed significant annual marketing budgets above EUR 200,000 and coordinated teams of up to 25 people including agencies and internal collaborators.
• Helped generate a 110% increase in omnichannel registrations nationwide according to prior performance reporting.
• Supported a 15% rise in new user registrations through CRM, retail and field marketing collaboration.
• Increased physical casino foot traffic by approximately 25% through targeted street promotions and hybrid events.
• Generated over 4,500 new leads through cohesive BTL and sponsorship campaigns.
• Strengthened brand awareness and cross-promotional activity through sports, events and retail/digital integration.

Omnichannel Marketing Manager at Foliatti Casino

Mission: To take the omnichannel knowledge built at Codere and prove it could be implemented in a different casino environment with faster decision-making, closer leadership exposure and greater ownership over commercial marketing actions.

• Led omnichannel marketing strategy for casino operations, combining customer acquisition, promotions, CRM, events and customer experience.
• Adapted corporate best practices from Codere into a more agile organization where speed and execution were critical.
• Coordinated marketing actions with operations, suppliers and creative resources to strengthen the customer journey.
• Worked on sports entertainment initiatives, including projects connected to the San Francisco 49ers partnership.
• Focused on converting brand presence, promotions and experiences into measurable customer engagement.
• Demonstrated that my omnichannel methodology was not limited to one company and could be transferred to a new brand context.
• Strengthened my ability to operate with more autonomy, faster approvals and direct business impact.
• Expanded my profile from corporate execution into more entrepreneurial decision-making.

VIP Manager at SkillOnNet (2024 – 2025)

Mission: To specialize in the customer value side of iGaming: VIP relationships, retention, CRM, segmentation, loyalty and high-value player experience in an international online gaming environment.

• Managed VIP customer relationships with a focus on retention, loyalty, customer satisfaction and long-term value.
• Supported CRM initiatives designed to improve engagement, reactivation and customer lifetime value.
• Worked with high-value customers requiring personalized communication, trust-building and fast service coordination.
• Collaborated with international stakeholders and operational teams to enhance the VIP journey.
• Developed deeper understanding of segmentation, behavioral marketing and personalized lifecycle management.
• Shifted my marketing perspective from acquisition-first to value-first, understanding the importance of retention and loyalty.
• Added international online gaming experience to my background in retail casino and omnichannel marketing.
• Strengthened my ability to work with premium customers and translate customer behavior into actionable CRM opportunities.

Marketing Manager - Affiliates & Partnerships at Mexiwin (2025 – 2026)

Mission: To build the Mexico marketing operation almost from scratch, covering acquisition, affiliates, influencers, partnerships, BTL, CRM planning, compliance coordination, agencies and commercial growth.

• Developed the Mexico go-to-market approach for an offshore casino and sportsbook brand.
• Built affiliate and partnership strategy, including media, casino directories, influencer relationships and commercial opportunities.
• Coordinated street marketing, BTL activations, sports tournaments, QR-based acquisition mechanics and customer registration flows.
• Worked with agencies for influencer marketing, creative design, community management, production and activations.
• Supported CRM planning, bonus mechanics, landing page needs, tracking requirements and customer acquisition funnels.
• Collaborated on compliance and localization topics including responsible gaming, KYC, AML, terms, privacy and Mexico-specific adaptation.
• Operated with startup-style urgency, managing priorities across brand, acquisition, agencies, events and commercial execution.
• Built a broader executive view of how to launch and grow a market with limited structure and high ambiguity.
• Strengthened my ability to coordinate agencies, affiliates, influencers and commercial partners toward one acquisition objective.
• Expanded my expertise into affiliate ecosystems, influencer-led acquisition, lean execution and market launch strategy.

Bachelor in Marketing and Advertising – Universidad Franco Mexicana

Photography, Digital Design and Communications – Emily Carr University of Art + Design

Graphic Design and Communications – Emily Carr University of Art + Design