When Entain went looking for a CRM manager in downtown Toronto in June, the headline feature of the job was full ownership of the campaign strategy and promotional calendar for its Sports Interaction casino brand. The posting has since closed, but it described the part of the online casino job market that has little to do with running games: deciding which offers reach which players, and when.

Canada is a useful place to study that market. Two provinces have opened their online markets to private operators, Ontario in 2022 and Alberta this summer, and Ontario’s posting rules now put pay on the record. The jobs that touch promotions pay across a wide band, and the rules that govern promotions decide much of what the people in those jobs do each week.

Where the employers are

Ontario’s regulated market launched on April 4, 2022, and iGaming Ontario’s operator directory listed 49 companies in September. The most recent job estimate iGaming Ontario has published comes from Deloitte’s second report for the agency, released in 2024, which put the figure at almost 15,000 full-time equivalent jobs in 2023-24. Only 2,675 of them were direct jobs at the operators; most of the rest were at suppliers.

Alberta is the newer employer base. Its market officially launched on July 13, and at least one operator started hiring well before that: FanDuel first posted a VIP team manager’s role in February that can be based in Edmonton, Calgary or elsewhere in the province. Remote work widens the map again. PENN Interactive, whose platforms include theScore Bet, lists its current Canadian engineering openings as remote.

The type of work matters as much as the place. This site’s guide to breaking into the sector split the industry’s careers into two tracks, creative game development and operational platform management, and almost every posting in this piece sits on the operational side: marketing, VIP service, compliance and the software behind promotions.

Compliance is a career line of its own. FanDuel is hiring an AML strategy and governance senior manager in Toronto, paying between C$117,000 and C$146,000, and the posting asks for in-depth knowledge of FINTRAC regulations and prefers Certified Anti-Money Laundering Specialist (CAMS) certification.

What the postings paid

Since January 1, Ontario employers with 25 or more employees have had to state expected pay, or a range no wider than C$50,000, in publicly advertised job postings. Those postings must also disclose any use of AI to screen, assess or select applicants, as each FanDuel posting cited here does, and state whether the job is an existing vacancy.

CBC’s summary of the new rules for job postings covers the follow-up duty too: an interviewed applicant must hear within 45 days of the last interview whether a hiring decision has been made. The five postings below trace the promotions pipeline, from the person who sends a campaign to the engineer who builds the system behind it.

Read down the table and both the ranges and their spreads grow, from a C$15,000 spread for the executive to C$48,000 for the engineer. The executive’s range tops out at C$85,000, exactly where the manager’s begins, while the best-paid of the five, the promotions engineer, lists no gambling experience among its requirements, only years of software work on production systems at scale.

A posted range isn’t a promise, though. The province’s guide says the rule creates no obligation to offer the job at the posted figure or within the posted range, and Travis O’Rourke of Hays Canada told CBC that a company can advertise a senior title and salary, then decide to fill a lower-level version of the job and adjust both. Pay above C$200,000, employers with fewer than 25 staff and Crown agencies all fall outside the pay-disclosure rule, so a posting without a number isn’t necessarily breaking it.

What the CRM manager owns

CRM, short for customer relationship management, is the team that manages the relationship with players once they have accounts. Entain framed its manager’s targets as engagement, retention and reactivation, with the work done alongside its product, VIP and creative teams. PENN’s director-level CRM posting in Toronto went one rung higher, making one person the owner of promotions, CRM and retention strategy, with the reactivation of lapsed customers among its goals.

The ladder is short, and each rung asks for more experience inside gambling. Entain’s executive, who would report to the CRM manager, needed proven campaign experience “within a B2C environment” and no gambling background at all, while the manager posting asked for three or more years of CRM work in iGaming or gambling. PENN’s director posting wanted eight or more years in online gaming lifecycle marketing and five or more in a senior leadership role at an online gaming company.

On these postings, the executive level is the way in for a CRM specialist coming from retail, banking or subscriptions. A second language can count as well, and the Sports Interaction manager’s posting listed knowledge of Canadian French, in addition to English, as a preferred skill.

The tools repeat from employer to employer. All three CRM postings named the same platform, Optimove, and all three mention segmentation, the practice of splitting players into groups that receive different campaigns.

Public offers and private ones

The split between new and existing players also decides how much of this work anyone can study from outside. Retention offers, the reload spins for a regular or the win-back offer for a lapsed player, go privately to existing accounts. When they arrive by direct marketing, Ontario’s Standard 2.07 requires the player’s active opt-in first, and Alberta requires express consent. PENN’s Calgary posting asked its director to keep “a high level of awareness of the VIP market offerings from competitors”, intelligence that has to be gathered because those offers aren’t advertised.

Acquisition offers work the other way: they exist to be seen, and FanDuel’s posting makes its acquisition manager responsible for the promotional spend behind them. Ontario’s and Alberta’s rules bar their operators from advertising bonuses in public, so an operator’s own site is the only public place one can appear, but elsewhere in Canada welcome packages and no-deposit spins are published and compared on a few visible terms: spin count, game, wagering multiple, cashout cap and expiry. Those terms change month to month, so a snapshot in an article goes stale quickly.

BonusFinder Canada doesn’t advertise casino bonuses to readers in Ontario, citing local regulations, but for the provinces where it can show offers it tracks one slice of that public half on a page last updated on September 16: its list of free spin no deposit offers gives each listing’s spin count up front and, for most, the wagering multiple in a details panel. What no public list can show is the other half, and that half is the work the CRM postings above were written for.

How a promotion gets built

A promotion starts as a mechanic: what the player receives, whether spins on a named slot, a match on a deposit or cashback, on what conditions, and for which segment. The audience comes next, and exclusions shape it before anyone writes a subject line. Ontario’s Standard 2.03 bars marketing that targets self-excluded or centrally self-excluded players and calls for measures that limit marketing to known high-risk players.

Since May 14, Ontarians have had one portal for opting out of every regulated site at once, OLG’s among them. BetGuard, which iGaming Ontario runs, also tells operators not to send direct marketing to anyone who uses it, and Alberta’s rules require every operator there to connect to a single self-exclusion system run by AGLC.

Consent is the next filter, and beyond the provincial opt-in it has a federal layer. Canada’s anti-spam law, CASL, bars sending a commercial email or text without the recipient’s consent, requires each such message to identify its sender and carry an unsubscribe mechanism, and gives an unsubscribe request no more than 10 business days to take effect. The maximum penalty per violation is C$10 million for a business.

Wording is the last gate before the send. Ontario’s Standard 2.06 bars calling an offer free unless it is, and requires its material conditions to appear when the offer is first presented on the gaming site, with the rest no more than a click away. At Entain, the final stretch was split between two people: the executive would build, QA and deploy each campaign and A/B test its messaging and timing, and the manager would oversee QA across channels and analyse how efficiently the bonuses performed.

Player protection comes with the job

Responsible gambling isn’t left to a single team in these job descriptions. FanDuel’s Alberta VIP posting counted keeping responsible gaming and compliance at the heart of the work among the manager’s duties, and required bonuses, gifts and hospitality invitations to follow business requirements. PENN’s Calgary director was to keep in constant contact with the responsible gaming, payments and AML teams.

The regulators set the floor. Ontario’s Standard 2.12 requires mandatory responsible-gambling training for all employees, refreshed regularly, and further training for anyone who deals with players on spotting and responding to signs of problem gambling. The standard also expects every employee to understand the harms gaming can cause and how the operator’s responsible-gambling commitment is built into its operations. Alberta’s operators must identify and respond to high-risk behaviour and give players financial and time-based limits.

Help lines are provincial, and so are the minimum ages, which are 19 for casino play in Ontario and 18 in Alberta. ConnexOntario, the Ontario service, is open 24 hours a day on 1-866-531-2600 and links callers with gambling support at no cost. Albertans with a gambling problem can dial 1-866-332-2322, the province’s Addiction Helpline, which mental health professionals at Health Link answer around the clock and which also takes calls about substance use. Both numbers belong in a job seeker’s notes as much as in a player’s phone.