CRM Manager - iGaming

Department

iGaming Reports To

Jon Zworth, Director of iGaming Location

Candidate location may be flexible. Remote, within Canada (Alberta preferred) Employment Type

Full-Time, Permanent AGLC Registration

Required — appointment conditional on AGLC registration/background check Position Summary

The CRM Manager, iGaming is responsible for planning, executing, analyzing and continually optimizing results-driven CRM, lifecycle and promotional marketing campaigns across PureCasino.ca's casino and sportsbook products, while also supporting integrated player engagement across Pure's online and physical casino ecosystem.

This role owns the day-to-day use and ongoing development of Optimove, using segmentation, journey automation, campaign orchestration and player data to deliver relevant, compliant player touchpoints across email, SMS, push, and other owned channels. Working closely with the Director of iGaming, Marketing Manager, VIP Manager, retail marketing and player development teams and platform partners, the CRM Manager will help drive registration-to-deposit conversion, retention, play frequency, cross-sell, reactivation, player value and bonus efficiency, while identifying opportunities to enhance play both online and onsite based on a more complete view of each player's activity and preferences.

Key Responsibilities

CRM Strategy \& Campaign Execution

• Own the CRM and lifecycle marketing strategy and day-to-day campaign execution across casino and sportsbook, including automated journeys, promotional campaigns, segment-led campaigns and ad hoc player communications.
• Design, build and optimize lifecycle journeys, including registration onboarding, first deposit and second deposit journeys, welcome communications, deposit nudges, churn prevention, reactivation, VIP and loyalty touchpoints, product content campaigns and cross-sell between casino and sportsbook.
• Build and maintain the promotional calendar in partnership with the Director of iGaming, Marketing Manager, VIP Manager and relevant product/platform stakeholders.
• Manage the end-to-end campaign process, including briefs, audience selection, offer mechanics, copy and creative coordination, approvals, QA, scheduling, deployment, reporting and post-campaign recommendations.
• Oversee creative and copy development with internal and external creative resources to ensure campaign messaging is compelling, brand-aligned, channel-appropriate and compliant.

• Monitor iGaming CRM best practices, competitor activity and player engagement trends to identify new opportunities, testing ideas and innovative approaches for Pure's CRM program. Optimove, Segmentation \& Channel Ownership

• Act as the operational owner of Optimove, including segmentation, campaign orchestration, automation, personalization, customer attributes, reporting and data feed readiness.

• Build and manage player segments using lifecycle stage, product preference, online and retail activity where available, loyalty status, player value, betting behaviour, bonus usage, engagement, risk and responsible gambling indicators.
• Own email, SMS and push channel strategy and governance, including consent, unsubscribe controls, send cadence, frequency management, deliverability and channel performance.
• Work with ESP and vendor partners to monitor sender reputation, domain health, bounce rates, complaint rates and other deliverability considerations.
• Support ongoing development of player touchpoints across available CRM and owned channels, including email, SMS, push, onsite/in-app placements, campaign landing experiences and retail-to-online follow-up journeys.

• Partner with Boyd/Pala, Optimove and internal stakeholders to troubleshoot campaign, data and platform issues and improve CRM capabilities over time. Retail Integration \& 360-Degree Player Engagement

• Collaborate with retail marketing, Player Development, Guest Services and property teams to connect PureCasino.ca activity with experiences at Pure's physical casino properties, helping drive play both online and onsite.

• Use available online, retail, loyalty and engagement data to build a more complete 360-degree understanding of player activity, preferences, value and engagement across the Pure ecosystem.
• Identify opportunities to enhance the overall player experience based on product preferences, lifecycle stage, loyalty tier, visit/activity patterns and channel behaviour.

• Cater communications, offers and experiences to players in the most relevant way possible, using personalization and segmentation to drive activity, deepen engagement and support long-term value. Promotions, Bonus Management \& Player Value

• Configure and manage bonus and promotional campaigns in the Boyd/Pala platform, or with the relevant platform partner, within approved budgets, controls and approval processes.

• Optimize offer mechanics, eligibility rules, wagering/playthrough requirements, expiry windows and reinvestment levels by cohort based on player value, product, risk, bonus cost and expected return.
• Monitor bonus cost, redemption, GGR/NGR impact, player behaviour, and potential bonus-abuse indicators, and provide recommendations to improve ROI and sustainability.

• Support casino and sports promotional strategy, including product-specific campaigns, provider/game campaigns, event-led sportsbook campaigns, retention offers and cross-sell activity. Measurement, Analysis \& Optimization

• Define, monitor and report on key CRM performance metrics, including registration-to-deposit conversion, first deposits, retention, deposit frequency, frequency of play, active days, ARPU, GGR/NGR, churn, reactivation, campaign ROI, bonus cost and segment-level performance.

• Analyze campaign and lifecycle performance and synthesize results into clear insights, actions and recommendations for the Director of iGaming and senior leadership.
• Own an ongoing A/B and test-and-learn roadmap across audiences, offers, creative, subject lines, send timing, channels, bonus mechanics and lifecycle triggers.
• Maintain a regular reporting cadence and use results to continuously optimize campaign strategy, player journeys, promotional mechanics and communication approaches.

• Operate effectively in a lean launch environment, working independently with limited oversight while proactively escalating risks, blockers and opportunities. Regulatory \& Compliance Responsibilities

• Ensure all player communications comply with AGLC advertising standards, AiGC brand requirements, CASL, internal marketing approval processes and applicable responsible gambling standards.

• Enforce suppression of marketing communications to self-excluded, cooling-off, underage-flagged, opted-out and other restricted accounts, with a zero-tolerance approach to suppression controls.
• Maintain auditable records of campaign approvals, audience selection, consent status, send logs, suppression-list application, bonus terms and QA evidence for regulatory and audit requirements.
• Embed GameSense Alberta and responsible gambling messaging within lifecycle and promotional communications where required.

• Partner with Compliance, Responsible Gambling, AML, platform and product stakeholders to ensure campaign mechanics, audience rules, terms and conditions and player communications are accurate and approved before deployment. Required Qualifications

• 3-5+ years of CRM, lifecycle marketing or retention marketing experience in regulated online gaming, preferably with online casino and/or sportsbook experience.

• Proven experience owning results-driven CRM campaign strategy and execution for an online operator, with accountability for campaign performance, retention, player engagement and ROI.
• Hands-on experience using a CRM/orchestration platform to build segments, journeys, campaigns and reporting; direct Optimove experience is strongly preferred.
• Strong understanding of casino and sports player behaviour, promotional mechanics, bonuses, segmentation and lifecycle marketing levers.
• Strong analytical capability, including cohort analysis, campaign measurement, player-value analysis, Excel/Tableau/BI reporting and the ability to translate data into clear recommendations.
• Demonstrated knowledge of CASL or equivalent anti-spam/privacy regimes and experience operating within a regulated marketing approval workflow.
• Strong written and verbal communication skills, with the ability to communicate results, risks and recommendations clearly to senior stakeholders.
• Highly organized, detail-oriented and comfortable managing multiple campaigns, priorities, approvals and deadlines at once.

• Ability to collaborate cross-functionally with retail/property teams, marketing, VIP/Player Development, product, compliance and platform partners to deliver integrated player experiences. Preferred Qualifications

• Experience working for a regulated Canadian iGaming operator, particularly in Ontario or Alberta, or comparable regulated markets.

• Direct Optimove experience, including segmentation, automation, campaign orchestration and reporting.
• Experience with the Boyd Interactive/Pala platform preferred or comparable iGaming player account management and bonus-management platforms.
• Experience working with Kambi sportsbook
• Experience with ESP deliverability management, sender reputation, domain health, email QA and channel governance. Ideal Candidate Profile

The ideal candidate is a hands-on CRM operator from a regulated iGaming environment who has personally managed and optimized player journeys and promotional campaigns inside a CRM platform. This is not a purely strategic or agency-management role; Pure is a lean launch team, and the CRM Manager must be comfortable being in the platform daily while also thinking commercially about player value, retention, reinvestment and long-term program performance.

This person should be entrepreneurial, analytical, compliance-minded and highly execution-oriented. They should understand the casino and sports betting categories, have a genuine interest in the player experience, and be able to translate product, promotional, retail and data opportunities into practical CRM activity. They should be comfortable taking direction, collaborating across online and retail teams, raising recommendations constructively and operating with urgency in a fast-moving launch environment.

The successful candidate will also be expected to participate in required provincial training, including responsible gambling, AML, privacy and any other regulatory or operational training required for the role.