NAME : Lito German
COMPANY : SandBox Middle East
POSITION : CEO
LOCATION : Dubai, UAE
Growing up, SandBox Middle East CEO Lito German would sit at the dinner table, all ears as he listened to his father go on about his day. A well-renowned “spin doctor and advertising guru”, his dad would tell great stories of his latest campaigns with his wide-eyed son hanging on his every word. So as Lito grew up and built a career of his own, it comes as no surprise that he too went into the realm of public relations and marketing.
“I often joke that I have more than 40 years of marketing experience, even though I’m only 51,” he smiles. “Thanks to my dad, my training started at an early age.”
Throughout his career, Lito has worked with top marques, including Coca-Cola, BMW, Toyota and Lexus. But most of his time was spent in the automotive industry. “It perfectly aligned my passion with my profession,” he explains. “I’ve lived the cliche of loving my job and, therefore, not having to work for the past few decades.”
Lito’s stint with BMW taught him German precision, attention to detail and the value of luxury marketing. With Toyota, he was inspired to pursue constant improvement, which taught him the importance of establishing and adhering to standard processes. The collective experience, he claims, has made him the leader he is today.
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