Marketing Manager - iGaming Acquisition

Pure Canadian Gaming Corp.•Edmonton, AB

20h•Hybrid

About The Position

The Marketing Manager, iGaming Acquisition owns the planning, execution, optimization and performance of player acquisition for PureCasino.ca. 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.

Requirements

5+ years of acquisition, performance marketing, growth marketing or digital marketing experience, ideally within regulated online gaming, online casino, sportsbook or a comparable regulated digital category.
Proven experience managing acquisition budgets and being accountable for CPA, ROAS, conversion, registration and first-deposit performance targets.
Hands-on experience managing paid media channels such as Meta, Google, paid search, paid social, programmatic/display, retargeting and/or local digital media.
Strong understanding of casino and sports betting products, player motivations, acquisition offers, conversion funnels and responsible marketing considerations.
Experience managing affiliate programs and affiliate partners, preferably using Income Access, MAP or a comparable affiliate platform.
Demonstrated experience working within regulated advertising/compliance approval workflows, preferably AGCO, AGLC, or a comparable gambling regulator.
Strong analytical skills with the ability to interpret channel data, cohort performance, funnel metrics and early player value indicators, then turn findings into clear recommendations.
Experience with attribution, tracking and measurement tools such as AppsFlyer or another MMP, Google Tag Manager, GA4, platform pixels, UTMs and campaign reporting dashboards.
Strong creative briefing and campaign management skills, with the ability to guide agencies and internal teams from concept through launch.
Excellent attention to detail and quality control across copy, creative, compliance requirements, campaign setup, tracking and reporting.
Strong project management skills with the ability to manage multiple campaigns, vendors, stakeholders and deadlines in a fast-moving launch environment.
Ability to work independently, take ownership, solve problems and operate comfortably within a lean team.
Appointment is conditional on completing any required AGLC registration, background check and internal onboarding requirements.

Nice To Haves

Experience working for a regulated Canadian iGaming operator or another regulated North American iGaming operator.
Alberta media market knowledge, local agency relationships or experience marketing to Alberta audiences.
Retail, casino, hospitality, entertainment or omni-channel marketing experience, particularly driving digital signups or engagement from physical venues.
Experience with Income Access, AppsFlyer, and affiliate attribution.
Experience supporting app acquisition, app store optimization, SEO, landing-page optimization or conversion-rate optimization.
Experience partnering with CRM teams to support the planning, promotion, and execution of player campaigns and offers across iGaming and sports betting products.

Responsibilities

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 AppsFlyer 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 PureCasino.ca 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 Pure Casino brand experience across channels.
Work with retail casino marketing, property teams, Player Development, Guest Services, hospitality operations teams to build omni-channel campaigns that leverage Pure’s physical casino properties and customer touchpoints.
Convert Pure’s retail advantage into online acquisition through in-casino signage, digital screens, QR-driven registration, Wi-Fi splash pages, staff/host activation, guest service prompts, property events, hospitality touchpoints and local promotions.
Collaborate with retail teams on experiences and promotions that drive activity both online and onsite, ensuring the online product feels like a natural extension of the Pure casino experience.
Use available online, retail, loyalty and engagement data to support a more complete understanding of player behaviour, preferences and value across the Pure ecosystem.
Identify ways to cater acquisition messages to players in the most relevant way possible based on product interest, channel behaviour, location, lifecycle stage, loyalty status and likely motivations to play.
Own the affiliate program through Income Access or comparable platforms, including affiliate recruitment, onboarding, commercial terms, tracking, creative assets, performance reporting and ongoing optimization.
Monitor affiliate quality and compliance on an ongoing basis, including review of published content, offer accuracy, brand usage, responsible gambling messaging and prohibited claims.
Support development of local Alberta partnerships, media relationships, sponsorship opportunities or community/event opportunities where they can responsibly support acquisition and brand awareness.
Manage key vendor relationships across media agencies, affiliate partners, creative partners, attribution partners and platform partners to ensure work is delivered on time, on brief and within budget.
Act as the accountable owner of public-facing marketing compliance for acquisition campaigns, ensuring all advertising is reviewed against AGLC standards, AiGC brand requirements, CASL considerations and internal approval processes before publication.
Ensure all mandatory advertising elements are applied correctly across channels, including AiGC logo requirements, 18+ messaging, responsible gambling messaging, terms and conditions, and any required disclaimers.
Ensure acquisition campaigns do not target minors, self-excluded players, cooling-off players, prohibited audiences or make prohibited inducement, guarantee or misleading claims.
Maintain auditable records of campaign approvals, creative versions, offer details, landing pages, trafficking details, affiliate reviews and compliance sign-offs.
Work with the Director of iGaming, compliance stakeholders and external partners to ensure marketing activity is practical, commercially effective and defensible from a regulatory perspective.
Escalate potential compliance, brand, tracking or campaign-risk issues quickly and recommend practical solutions before campaigns go live.
Participate in required responsible gambling, AML, privacy, compliance and security training.