Marketing Manager

Edmonton hybrid preferred for in-property campaign oversight; remote within Alberta/Canada may be considered Full-Time, Permanent 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. 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. Brand, Creative & Campaign Development 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. Retail, Omni-Channel & Local Market Activation 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 asset