Juan Carlos Aguirre

In charge to localize the company in Mexico, in all aspects:

-Marketing

-Compliance

-Acquisition

-Media

-Social Media

-Staffing

-Payments

-CRM

-Affiliation

The main purpose of this role, is to set up the company correctly in the Country marketing wise and to create a competitive sportsbetting offer for the local user.

-Adapt the user journey for the Mexican user.

-Set un an acquisition strategy with the in-house team.

-Build a small local team.

-Integrate user relevant casino products, full KYC automated process.

-Integration of Local payment processors.

-Elaboration of a dedicated CRM flow to ensure the right treatment of the user.

-Create a whole Media flow focused on a all cable strategy.

-Integration of a new affiliate program.

-Set up an organic social media strategy, relevant, new, based on AI.

-Working closely with the license holder for approvals and submissions of new promos and bonuses.

Novibet and myself both agreed on signing an 8 month contract as the company does not have a local entity,

The main purpose of my role was to localize the platform (and the gaming product) alongside with the relevant departments on Head Quarters (marketing, media, acquisition, finance, business development, affiliation, compliance ,content, SEO, trading, commercial),CRM , together we managed to deliver an amazing gaming product with a whole set of USP´s like no other gaming company in Mexico, the user journey was designed in detail to assure a great gaming experience from the sign up to the withdrawal process.

As part my responsibilities was to allocate a multi-million Euro investment in media, I did manage to create extremely relevant media flows based in selling our unique USP´s and betting narratives and allocating resources for content related to our casino audience, with a delicate segmentation (slots, live tables and video bingo) in the most relevant media networks in Mexico (ESPN,Televisa,Azteca,Fox Sports and Warner) and also to promote our gaming platform with our brand ambassador Mexico´s National Goalkeeper, Guillermo Ochoa.

Leading the company to have a great presence among the mexican bettors, healthy acquisition and a fantastic user journey.

I was in charge to integrate the relevant casino providers proven to perform in the market, and I was deeply involved in the sportsbook integration with some commercial alliances (BetGenius) to boost the american sports offers.

For 10bet, my role was to lo localize and manage the whole mexican operation , all the way from the ground.

• Hire a local skilled team (marketing, fraud & payments, Finance, Design, Affiliation, Social Media, CRM, Content, CS)
• Government negotiations and approvals
• Setting up alliances with specialized experts in gaming laws, taxing ,PSA and AML policies.
• Integration of casino product relevant for the country.
• Set up of the CRM/CS strategy and customer flow.
• Integration of relevant payment processors and bioethical KYC processes
• Create the look and feel concept of the platform along with the head quarters.
• Designed the marketing strategy for acquisition based on niches (slots and sports),
• In charge of the affiliate structure in mexico , prospection and attraction
• Designed the whole user journey of the platform from the sign up to the withdrawal process.

I was in charge of all the commercial and acquisition efforts in Mexico (both online and media) the main purpose of this role was to lead the company to achieve the best acquisition on both verticals Casino and Sports, working together with media agencies, sports networks (Fox, ESPN, Azteca, Televisa and Warner) running a multi-million budget on media, and elaborating relevant hand made media flows on all the networks.

Also I was in charge to manage and activate mayor sponsorships like NFL, Mexico National Soccer Team, MLB, Pachuca FC and Atlante FC and successfully managed to make all the sponsorships profitable and relevant to the audience with super media and social campaigns for the Super Bowl, World Cup and World Series, running successful campaigns on site (stadiums ) and huge social media giveaways, raffles and contests.

• During the COVID years, I had the chance to take intern roles for companies who where having difficult times, unfortunately, there was no way to take a long term agreement as there was no way to know what will come in the future. All the companies mentioned above stopped operations in Mexico eventually.
• London Betting Shop, My main role in was to stablish a 100% casino focused acquisition on digital channels, Affiliates and VIP customers, providing a 24 hour support team, aggressive KYC bonuses to avoid chargebacks , dedicated CRM campaigns to incentivize conversion and retention. The site was licensed by SEGOB.
• Ainsworth, mustangmoney.mx was Ainsworth´s first online gaming platform (fully licensed by SEGOB), the role consist on pushing Ainsworth gaming products (very popular on land based operations in Mexico) on the online channel, we did a fantastic job on selling the product efficiently , providing an amazing UX, lowering down the charge back rates, incentivizing cash deposits and a really strong welcome bonus, with just a team of 4 people, we managed to acquire 250 customers in average per day with a 22% conversion rate, and a depositing mix of 40% cash depositing players (chargeback risk free), super dedicated customer service, fantastic CRM segmentation on live tables, video bingo and slots and promoting super fast payments as our main USP.
• Betmotion, is a gaming company from Brasil , not regulated (in Mexico), I was hired 11 months before COVID, to localize the platform on the UX side, CRM structure for the mexican market, to provide knowledge about american sports and how to promote them to the audience, this was not an easy task because the platform was not regulated and we where not able to acquire players on google and paid social media, so our main source of traffic was based on affiliates , the results so far where not good as the life time value of the players was low and the investment was very poor, the company ceased operations as soon as COVID arrived in Mexico.

Before COVID, I did a lot of consultancy for private investors (local and international) on several relevant issues, such as: Licence holders research, taxing strategies, localization of a local entity, prospection and selection of certain employees profiles , market research, sponsorships, media deals and elaboration of whole media flows (for open TV and Cable), local marketing agencies and taking part of the operations with a local team based outside Mexico City in my own facilities for marketing, design and content creation.

• Before becoming an affiliate manager, I was a successful affiliate, SponsorPalace, was the best online casino affiliate program in LATAM, I had the opportunity to be the best affiliate of 888.com and Partycasino.com, both wonderful platforms, after one year of promoting, I was invited by the owner of the platform to work with them, with the intention to replicate my success to another affiliates and create the landing pages and content for the affiliate program, and we actually did it. even today, I can find copies of the landing pages I created in 2005, and they still convert.
• In a country with almost no gambling culture, education is the key.