The Opportunity
This role will lead the planning, design, and execution of sportsbook promotional campaigns across the BetMGM platform. You’ll own the end-to-end campaign lifecycle from promotional calendar planning and offer development through go-to-market coordination and operational execution, and post-launch review to ensure every promotion reaches the right customer, through the right channel, at the right time. The role also owns BetMGM’s free-to-play strategy and execution, overseeing the planning and delivery of contests, Pick 'Em games, and customer engagement initiatives that drive acquisition, retention, and sportsbook participation.
You’ll manage the day-to-day promotional budget across Acquisition & Retention activities in the United States & Canada, working closely with Marketing, Trading, CRM, VIP, Product, Compliance, and Operations teams to deliver a seamless customer experience. This role will also lead and develop a team responsible for campaign planning, promotional execution, and free-to-play operations, ensuring initiatives are delivered efficiently, accurately, and at scale. This role partners closely with the Sr. Commercial Manager, Sportsbook, who owns performance measurement, investment strategy, and commercial KPI governance.
Responsibilities
- Own the sportsbook promotional calendar, ensuring alignment to the sporting calendar, key tentpole events (NFL, CFB, NBA, MLB, NHL, World Cup, etc.), and business priorities.
- Develop, refine, and execute promotional offer mechanics (Bet & Get, No Sweat Bets, Free Bets, Deposit Matches, Odds Boosts, etc.) in collaboration with Trading and Commercial teams.
- Ensure operational excellence across the full campaign lifecycle — from briefing and build through QA, launch, and post-campaign wrap.
- Lead go-to-market planning for major initiatives including new state launches, sports marketing plans, and retail/digital activations; coordinate with Brand, Product, Content, CRM, VIP, Compliance, and Operations teams.
- Partner with CRM and VIP teams to ensure promotional offers are appropriately targeted and personalized across customer segments and lifecycle stages.
- Champion the customer experience across all promotional touchpoints, ensuring offers are clear, compelling, and easy to redeem.
- Manage the operational promotional budget across Acquisition & Retention verticals, pacing spend across all US states and Canada in alignment with approved commercial investment plans.
- Monitor competitor promotional activity and market trends to inform future promotional planning and identify opportunities for differentiation.
- Liaise with MGM Resorts International and Entain Group on cross-company promotional initiatives, improvements, and campaigns.
- Ensure promotional campaigns are delivered on time, on budget, and to a high standard of quality while supporting broader business objectives.
- Execute A/B tests and promotional experiments as defined by the testing roadmap (owned by the Sr. Commercial Manager, Sportsbook), ensuring clean execution and accurate data capture.
- Lead, develop, and coach a team responsible for sportsbook campaign planning, promotional execution, and free-to-play strategy. Establish priorities, provide ongoing performance feedback, and ensure effective delivery of departmental objectives across all promotional and free-to-play initiatives.
Qualifications
- 5+ years sportsbook experience, preferably with marketing responsibility in a campaign management or promotions-focused role.
- Previous experience managing a promotional or marketing budget — preferably in the sports betting space.
- Sportsbook industry experience strongly preferred; understanding of the sports betting industry required.
- Strong operational and project management skills with the ability to manage multiple campaigns simultaneously.
- Experience with CRM platforms, campaign management tools, or marketing automation (e.g., Optimove, Braze, Salesforce Marketing Cloud) a plus.
- Experience using GA and/or PowerBI a plus; willingness to learn key proprietary technology.
- Previous management experience a plus; this role will have direct reports.
- Ability to communicate effectively and deliver multi-mode communications that convey a clear understanding of the unique needs of different audiences.
- Ability to collaborate and work with others across the organization to achieve goals and meet targets.
Applicants must possess legal authorization to work for our company in the U.S. without the need for immigration sponsorship. At this time, this role is not eligible for immigration-related employment authorization sponsorship including H-1B, O-1, E-3, TN, OPT, etc.
Compensation
The pay range for this position is as follows:
125,400.00--167,300.00
Factors which may affect starting pay within this range may include geography/market, skills, education, experience and other qualifications of the successful candidate. This position is also eligible for participation in a performance-based bonus plan.
Gaming Compliance & Licensing Requirements
As an online gaming company, BetMGM is required to comply with state gaming regulations which includes licensing obligations. Applicable employees must be licensed by at least one jurisdictional agency, although certain positions require licensing by multiple agencies. Failure to become licensed or maintain licensure with each agency as required for the role may result in termination of employment. Please note that the licensing process includes comprehensive background checks which may include a review of criminal records, financial history, and personal background verification.
In addition, candidates must comply with and support BetMGM's responsible gambling policies, procedures, and initiatives.
This job description is not an exclusive or exhaustive list of duties a person in this position may be asked to perform from time to time.
