Referral Growth Manager - Betty CA

About the role

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. We are looking for a Referral Growth Manager to lead Refer-a-Friend, one of our largest acquisition channels and a key driver of new active depositors. You will own the channel's performance end to end: setting the strategy, managing cost, keeping the program clean, and aligning CRM, Product, and Dev around one goal: more NADs at a healthy cost.

Responsibilities

• Own the Refer-a-Friend strategy and KPIs: RAF budget planning, eligibility, incentives, abuse rules, and promo calendar. Track registrations, NADs, conversion rate, CAC, payback periods, and LTV, with RAF NADs as the main KPI.
• Own Refer-a-Friend efficiency: cost per new active depositor, welcome-offer spend, campaign cost, and the return on it. Model impact before launch and challenge spikes instead of taking them at face value.
• Own referrer-base growth and reactivation: identify the segments that bring quality players and build campaigns around them.
• Own RAF reporting and analytics: RAF versus non-RAF players, referrers versus referees, referrer LTV versus the LTV of the friends they bring, and whether performance is driven by the number of referrers or the value per referrer.
• Own and design the rules that keep RAF clean: self-referral and duplicate-account detection, device and identity checks, velocity limits, and how rewards get released. Work closely with Payments and Risk & Fraud.
• Own the offer and communication agenda: design RAF offers and messaging by player segment (regular, low-value, VIP, lapsed, bonus hunters) and build seasonal and event-based campaigns, run with clear hypotheses and holdouts so each one improves on the last.

Requirements

• 3-6 years in growth, lifecycle, or CRM marketing. iGaming, fintech, or another regulated consumer business with bonuses and real compliance constraints is a strong plus.
• Real experience with referral programs or loyalty, where advocacy measurably affected acquisition and retention, and ideally where you've dealt with people trying to abuse an incentive.
• Lifecycle and CRM depth to set the brief, shape the journeys, and judge the work, even though a dedicated specialist runs the day-to-day execution. Hands-on CRM experience matters here, since you can't oversee what you don't understand.
• Experience pulling and analyzing performance data, working well with analytics, and caring about margin and unit economics, not just top-line counts.
• Comfortable directing product work: writing clear requirements, mapping a flow, and prioritizing with a Product Manager and a dev team.
• A feel for what makes people invite a friend, and what makes an offer too easy to exploit.
• Direct experience with Smartico is an advantage.
• Familiarity with AGCO / Ontario iGaming marketing and inducement rules is an advantage.

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