CRM Manager - Growth Team | Betty CA

About Us: Betty is an innovative entertainment company pioneering at the intersection of real-money online casinos and casual mobile gaming. Betty Canada is a scale up company accredited by the Alcohol and Gaming Commission of Ontario (AGCO) as a B2C operator in February 2023, we've set a new standard in the industry. Our mission is to redefine the online casino experience by offering a uniquely transparent environment where players can relax, unwind, and enjoy themselves safely. We are committed to accessibility, fairness, and inclusivity, fostering a community of like-minded individuals who value ethical gaming practices and prioritize our players' safety and enjoyment above everything else. Our Values: We are honest - we value honesty in all aspects. Bring the Olives - we offer premium customer experience. Think Big - we believe in always striving for more. Role Summary As a CRM Manager within the Growth team, you will play a central role in driving the success of Betty's Referral Program. You will own and optimize the referral customer journey, CRM campaigns, feature launches, and experimentation initiatives designed to increase acquisition, referral conversion, activation, engagement, and long-term player value. You will collaborate closely with Product, BI, Design, QA, Engineering, and other Live Ops stakeholders to optimize the referral experience, using data-driven insights and operational excellence to drive customer acquisition, engagement, and long-term growth. Key Responsibilities: Develop and execute CRM strategies that drive referral participation, customer acquisition, activation, engagement, and long-term player value. Own and optimize referral customer journeys across onboarding, referral invitations, reward fulfilment, re-engagement, and ongoing lifecycle communications. Lead the day-to-day execution of offers, campaigns, events, ensuring strong performance against acquisition and engagement targets. Drive the rollout of campaigns, journeys, communications, and product features, in line with quarterly plans. Build, execute, and analyze A/B tests focused on improving referral participation, conversion, activation, and customer engagement. Support the launch and optimization of new product features, events, challenges, missions, and player-facing experiences. Deliver personalized player experiences through journeys, features, communications, and segmentation strategies. Collaborate with Product, BI, Design, QA, Engineering, and Live Ops teams to identify and implement improvements. Monitor CRM and referral performance, report on key KPIs and identifying opportunities for continuous optimization. Requirements: Experience growing customer engagement through CRM, referral, or lifecycle marketing in online gaming, social casino, real-money gaming, or other fast-paced digital products. A deep understanding of what motivates people to invite, engage, and return—using data, experimentation, and thoughtful customer journeys to drive sustainable growth. Naturally curious and analytical, with the ability to spot opportunities, challenge assumptions, and transform insights into impactful campaigns. A collaborative mindset, with experience partnering across Product, BI, Design, QA, Engineering, Marketing, and Operations to bring ideas to life. Commercially minded, balancing customer experience with measurable business impact and long-term growth. Fluent in English. Nice to Have: Experience working with Smartico or similar CRM, player engagement, personalization, or marketing automation platforms. Experience managing or scaling referral programs, ambassador programs, or other customer acquisition initiatives. Strong copywriting skills, with the ability to create compelling CRM communications across email, push notifications, in-app messaging, and other customer touchpoints. A creative mindset and passion for building referral experiences that customers genuinely want to share, combining data-driven optimization with engagi…