Marketing Manager - iGaming Acquisition

Edmonton hybrid preferred for in-property campaign oversight; remote within Alberta/Canada may be considered

Employment Type

Full-Time, Permanent

AGLC Registration

Required - appointment conditional on AGLC registration/background check

The Marketing Manager, iGaming Acquisition owns the planning, execution, optimization and performance of player acquisition for  This role develops and manages the acquisition strategy, paid media plan, affiliate program, creative development, local Alberta media, retail/in-property activations, budgets, tracking and conversion funnels from awareness and registration through first deposit.

Reporting to the Director of iGaming and working in collaboration with the CRM Manager, VIP/Player Development, retail property teams, creative partners, Boyd and media/affiliate partners, this role ensures all acquisition activity is high-quality, brand-aligned, compliant and measurable. The Marketing Manager is expected to continuously monitor performance, identify opportunities for improvement, test new approaches, and optimize activity to improve CPA, ROAS, registrations, first deposits and long-term player value.

A key part of the role is translating Pure’s retail casino footprint into an acquisition advantage by connecting online casino and sports marketing with Pure’s physical casino properties, helping drive play both online and onsite.

• Own the iGaming acquisition plan across casino and sports products, including channel strategy, budget allocation, forecasts, campaign roadmap, performance targets and ongoing optimization.
• Plan and execute integrated acquisition campaigns across paid search, paid social, programmatic/display, affiliates, local Alberta media, organic/SEO opportunities, in-property media and other relevant acquisition channels.
• Manage acquisition budgets and performance against approved CPA, ROAS, registration, first-deposit and payback targets, with clear recommendations on where to scale, adjust or pause activity.
• Own the acquisition funnel from awareness to registration to first deposit, working with the CRM Manager on pre-registration, welcome, first-deposit and second-deposit conversion activity.
• Monitor campaign performance on an ongoing basis and proactively optimize audiences, offers, creative, landing pages, channel mix, timing and spend levels.
• Build a structured testing roadmap across messaging, creative, offers, audiences, placements, landing pages and calls to action.
• Report regularly on acquisition KPIs, including spend, CPA/CAC, registration volume, registration-to-FTD conversion, FTD volume, cost per FTD, ROAS, channel mix, affiliate performance and early player value indicators.
• Coordinate Apps Flyer attribution, Google Tag Manager, pixel/event setup, UTM governance and tracking QA with Boyd and internal stakeholders to ensure performance is measured accurately.

• Manage branding, positioning and creative development as it relates to marketing  to prospective online casino and sports players.
• Lead campaign brief development for acquisition creative, ensuring briefs clearly outline the audience, objective, product focus, offer, channel requirements, compliance requirements and measurement plan.
• Manage creative agencies, designers, copywriters and internal stakeholders through concept development, production, review, compliance approvals, trafficking and launch.
• Maintain a high standard of quality control across all marketing outputs, including copy, creative, offer presentation, legal copy, tracking links, landing pages, creative specs and channel readiness.
• Develop a creative testing and refresh plan to avoid fatigue, improve relevance and maintain a strong, consistent…