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.
