CRM Manager - iGaming
Job in
Edmonton, Alberta, Canada
Listing for:
PURE Canadian Gaming
Full Time
position
Listed on 2026-06-24
Job specializations:
-
Entertainment & Gaming
Event Manager / Planner
-
Marketing / Advertising / PR
Marketing Strategy, Marketing Communications, Event Manager / Planner
Job Description & How to Apply Below
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 '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 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…
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