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About The Role & Team Director, Marketing is a key management position within the Penn Interactive Sportsbook and Online Casino Marketing team. The role is responsible for defining and executing end‑to‑end customer lifecycle strategies across all product verticals. You will build and deliver CRM initiatives that deliver the right promotional offer to the right customer segment at the right time, using data‑driven insights and automation to drive personalized engagement and maximise customer lifetime.

Your goal is to increase customer lifetime value (revenue, time and profitability) through enhanced engagement and retention. You are data‑focused, with proven capabilities in sophisticated personalization at scale, automation, strategic marketing & technology innovation, and holistic marcomms omni‑channel player experience. You thrive in an environment with constantly evolving communication channels and a robust test‑&‑learn culture.

About The Work

Lead the development, execution and management of the CRM strategy, including automated segmented lifecycle campaigns that drive retention, loyalty, cross‑sell, churn prevention and win‑back across all channels.

Analyze customer data, define actionable segments and create targeted lifetime‑value lifecycle engagement campaigns and programs.

Monitor competitor CRM and loyalty programs, testing and adopting best practices to continuously improve program performance, player value and profitability.

Operationally manage retained player marketing initiatives: player retention & re‑engagement; promotion and bonus campaign planning and execution (incl. eROI analysis); marcomms execution, reporting and iteration (incl.



player bonus liability); content and creative management; and omni‑channel marcomms management (email, website, SMS, push, player inbox, phone, direct mail and social).

Manage and scale the CRM marketing team.

Develop and enhance KPIs for managing and assessing the success of CRM channels, campaigns and programs.

Work closely with the analytics team to build dynamic segmentation and monitoring dashboards that track and optimise CRM channel performance.

Leverage expertise in mobile CRM, email, push and social best practices and support promo execution with seamless end‑to‑end UX.

Perform other duties as required.

About You

Bachelor’s degree in Business Administration, Marketing or a related field.

8+ years in a digital marketing CRM/lifecycle management role or equivalent combination of education, training and experience.

Adaptable, analytical thinker who can work strategically and in a hands‑on execution mode.

Strong ability to manage multiple simultaneous project streams and thrive in a fast‑paced, evolving company environment.

Innovative thinker who looks beyond the immediate competitive set for inspiration and ideas.

Hands‑on experience with a variety of CRM tools.

Demonstrated leadership experience in regulated online gaming or e‑commerce marketing is highly regarded but not required.

Excellent people‑management skills.





Ability to meet deadlines and work under short‑time constraints.

Technical proficiency and knowledge in Microsoft Office (Word, Excel, Outlook).

Comprehensive knowledge of marketing systems and processes (email, SMS, onsite messaging & CMS management, app and web push notifications, etc.).

Passion for online betting is an asset.

What We Offer

Competitive compensation package.

Comprehensive benefits package.

Fun, relaxed work workplace.

Education and conference reimbursements.

Salary Range $142,000—$192,000 USD

EEO Statement Penn Interactive is proud to be an equal opportunity workplace. We will consider all qualified applicants for employment without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, veteran status, genetic information, or any other basis protected by applicable law. Base pay is one part of the Total Rewards that Penn Interactive provides to compensate and recognize employees for their work. Most sales positions are eligible for commission under applicable plans, while most non‑sales positions are eligible for bonus. Additionally, Penn Interactive provides best‑in‑class benefits to eligible employees. We believe that benefits should connect you to the support you need when it matters most, and should help you care for those who matter most. That’s why we provide an array of options, expert guidance and always‑on tools, that are personalized to meet the needs of your reality – to help support you physically, financially and emotionally through the big milestones and in your everyday life.

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📌 Director, CRM (Toronto)
🏢 Penn Interactive
📍 Toronto