Luz Maribel Vallejo - Head of Operations at Tio Rico
Luz Maribel Vallejo – Head of Operations, Tio Rico
Before her time at Tío Rico, Luz led the support area at Gangabet as Head of Support, where she integrally managed the operational and customer service area. During this stage, she was in charge of the coordination and execution of promotional campaigns, configuration and validation of bonuses with technological providers, implementation of new functionalities, complaint management, satisfaction surveys, and supervision of team performance indicators. During that period, she was also involved in tasks aligned with compliance and the delivery of regulatory documentation to MINCETUR. Her journey also includes more than three years at Solbet, working in various positions such as support, complaint management, casino host, and supervision. This trajectory allowed her to develop a deep understanding of the entire customer cycle, from acquisition and gaming experience to loyalty and retention, consolidating a solid base in operations within the betting and online casino sector.
With a background in Systems Engineering and a Master's in Business Administration and Management, Luz combines an analytical vision, process structure, and operational leadership. In this interview for More than a Game, we discuss her history, the lessons learned from her time in different areas, the challenges of leading teams in high-demand contexts, and her perspective on how to build consistent, player-centric operations prepared to scale in increasingly competitive markets.
The Origin
Where were you born?
Lima - Peru.
If you could walk through the neighborhood where you grew up as a child today, what would you remember?
Although I still live in the same place, the neighborhood no longer feels the same. I would remember the endless afternoons playing, the peace of that stage where the most important thing was to enjoy the moment.
If you could go back in time to those years, what would you like to be doing?
I would like to be enjoying the process more, without such a hurry to grow up.
What part of that child is still present in your life?
My love for cartoons hahaha, I get hooked on the Goku series (Dragon Ball).
What did that child dream of working as when they grew up?
Being a dance teacher.
Professional Path
What was your first paid job?
It was in a sales call center as a Sales Executive. There I learned discipline, resilience, and working focused on goals and results from a very young age.
What was your first job in the world of betting/gambling?
Solbet, as a support assistant; for me, it was a completely new, dynamic, challenging world, and very different from everything I had known before.
What do you enjoy most about this industry?
The intensity and constant movement. It is a living industry that doesn't stop, where every decision has an immediate impact. It motivates me to know that behind the numbers there are behaviors and experiences that we must manage responsibly.
What trends will mark the future of betting in the next 5 years?
Greater regulation in LATAM, more focus on compliance, and intensive use of AI for personalization, fraud prevention, and responsible gaming. It will be a more technological and demanding industry.
What concerns you most about gambling addiction?
That growth does not go hand in hand with responsibility. Responsible gaming must be a real commitment, not just a regulatory requirement.
If you had to choose a boss who marked your professional career, who would it be?
The one who gave me autonomy and confidence to make decisions, even to make mistakes, and that is definitely Don Fernando (during my time at Gangabet).
What was the best professional advice you have received?
There are two: “Difficult decisions are also part of leadership” and “Choose wisely which battles you want to fight.”
If you had to summarize your leadership philosophy in a single phrase, what would it be?
Leading is achieving results by developing people and building trust in the process.
What do you value most in a job, beyond the salary?
Constant learning and the trust to make decisions; the feeling that the work I do generates a real impact on both the team and business growth.
If you hadn't worked in this industry, what other profession would you have liked to pursue?
I would have loved to be a dance teacher.
Q&A Ping-Pong
A book you would recommend?
The 7 Habits of Highly Effective People.
A movie that marked you?
Gravity.
A favorite food?
Ceviche.
Wine or beer?
Craft beer.
A place in the world to live?
Brazil.
A pending dream?
To be part of a dance cast.
A hobby or passion outside of work?
Dancing and cycling.
A personality you admire?
Definitely my mother, Gabina Aguilar. Her perseverance, strength, and ability to move forward under any circumstance have been a constant inspiration.
Office work or at home?
At home.
A day at the beach or in the countryside?
Countryside.
Employee or entrepreneur?
Entrepreneur.
Are leaders born or made?
They are made.
Family & Friends
If your parents had to describe you without mentioning your title or achievements, what would they say about you?
That I am a strong and resilient person.
How would your friends describe you?
As a very extroverted person.
Who is the person who still dares to tell you 'you're making a mistake' when everyone else says yes?
My best friend from school and university, Celeste Arredondo.
How much has your family influenced you to be where you are today?
A lot, since my children and my mother are my greatest engine and the reason why I wake up every day with purpose.
Which person, who is far away or no longer physically here, would you like to give a hug to? What would you say to them?
To my father, who is now far away. I would give him a very big hug and say thank you for being a good father and for giving me the values that allow me to be who I am today.
Successes and Failures
What would you say to your younger self who was suffering or about to give up at some point?
I would tell her not to give up, that everything will be okay. Every fall is preparing her to become the strong person she will be.
What was the most difficult decision you made in your career and what did you learn from it?
Leaving a job where I felt comfortable to continue growing professionally. I learned that growth involves uncertainty and courage.
What has been your greatest achievement and what did it mean to you?
Becoming a mother of two children and moving forward as a single mother. It proved to me that it is possible to grow professionally without stopping being a mother.
The Legacy
Where do you see yourself in 5 or 10 years?
Leading strategic projects and operations at a regional level, maintaining the balance between professional development and personal life.
How would you like to be remembered?
As a good person, happy and challenging.
If you had to give life advice to someone, what would it be?
Trust your process and don't give up. Consistency and faith in oneself always make the difference.
What question have you never been asked in an interview and would like to answer?
About my children, Fernando and Moana. I want them to know that every step I take is for them; they are the biggest inspiration behind everything I build.
Which colleague from the industry would you like to see answering this?
Nemesis Campos Ascue.