Kunal Babbar
Mississauga,Ontario
Summary
Results-driven Marketing Manager with extensive experience in iGaming, sports betting, and online casino lifecycle marketing, specialising in retention strategy, player engagement, and data-driven campaign execution. Proven track record improving NGR per player, Bonus % of GGR, returning actives, and overall player value through segmented journeys, optimised bonus frameworks, and targeted reactivation strategies. Skilled in deploying multi-channel campaigns across email, SMS, push, and in-app using Braze, Optimove, and HubSpot, supported by analytics expertise in GA4, Mixpanel, and SQL. Known for strong cross-functional collaboration with Product, BI, Compliance, Rewards, and Engineering to deliver measurable commercial outcomes in regulated gaming environments. Adept at managing stakeholder alignment, forecasting campaign impact, and executing marketing strategies that drive sustainable growth and long-term player lifetime value
Overview
8
8
years of professional experience
Work History
Player Marketing Manager
Allesoma | Lucky Rebel | Online Casino and igaming
Halifax, Nova Scotia
08.2025 - Current
- Developed and executed retention marketing strategies that improved NGR per Active Player by 8–12% across key lifecycle cohorts and increased repeat engagement by 22–32%.
- Managed and optimised reward programs for a monthly active base of 127,000+ players, improving Bonus % of GGR by 10–15% and reducing unnecessary bonus leakage by 12–18%.
- Analyzed player behaviour, wagering patterns, and value segments to design journeys that delivered a 15–20% uplift in early-life conversion and improved Bonus Cost per Player across targeted segments.
- Partnered with BI, Product, Compliance, Creative, and Engineering to build event-driven lifecycle journeys using segmentation models, increasing returning active players by 10% to 17% month over month.
- Implemented structured A/B and multivariate testing, leading to measurable uplifts:
+18% email open rate
+12% click-through rate
+8–14% increase in deposit/reactivation depending on segment - Oversaw campaign forecasting and budget planning, improving efficiency of spend and contributing to higher incremental NGR from seasonal and BAU campaigns.
- Led special churn-reduction and reactivation projects using predictive churn indicators and inactivity triggers, generating a sustained improvement in weekly total actives.
- Championed customer journey optimization, reducing campaign execution delays by 25–30% through improved briefs, cross-team alignment, and QA workflows.
- Worked closely with compliance and product teams to ensure all campaign builds, bonus structures, and T&Cs were aligned with regulatory requirements across 50+ campaigns per quarter.
- Collaborated with BI to monitor key KPIs, including:
NGR per Player
Bonus % of GGR
Bonus Cost per Player
Weekly Total Active Players
Return Rate (Returning Actives)
DPP (Days Per Player)
Using insights to adjust segmentation, offer depth, cadence, and journey logic.
Marketing Lead – Lifecycle & Owned Channels
Rest In Beats
, Canada
12.2024 - 06.2025
- Drove CRM and lifecycle strategy, increasing repeat engagement by 32% and LTV by 22%.
- Launched cross-channel nurture campaigns, managing media flows across email, SMS, and push notifications.
- Collaborated with creators and the product team to enhance content-led growth and user acquisition.
- Contributed to rebranding efforts and marketing repositioning, improving artist and label conversion rates.
Head of Marketing & Growth
iCERIC (Online Sports Betting & Casinos)
, Canada
02.2022 - 11.2024
- Led a 35-member marketing organization across CRM, paid media, loyalty, creative, and content operations, supporting a player base scaling to 50,000+ monthly active users.
- Designed and executed full-funnel marketing strategies that increased Monthly Active Players by 20% and drove a 48% uplift in platform engagement, measured across sessions, wagering activity, and frequency per active player.
- Improved Return on Ad Spend (ROAS) by 41% year-over-year by restructuring audience segmentation, reallocating budgets toward high-performing channels, and implementing continuous creative optimization.
- Launched structured onboarding and lifecycle reactivation programs that delivered an 18% increase in conversion across key funnel stages, including First Deposit, First Wager, and Returning Activity.
- Strengthened the brand’s competitive position by developing market differentiation frameworks, expanding creator-led content pipelines, and onboarding 25+ influencer and UGC partners, resulting in higher brand recall and organic acquisition lift.
- Implemented agile campaign planning, reducing go-to-market timelines by 30–35% and increasing testing velocity across CRM, paid media, and promotional campaigns.
- Developed segmentation playbooks and messaging systems that standardized campaign execution and improved creative production throughput by 25%, enabling faster scaling of acquisition and retention campaigns.
Marketing Operations Manager – CRM & Growth
CONNECT2D INC.
Vaughan, Ontario
11.2021 - 01.2022
- Managed marketing timelines and execution for email, content, digital ads, and push notifications.
- Streamlined creative delivery cycles using agile workflows, reducing campaign lag by 33%.
- Collaborated with product, analytics, and media teams to align messaging and enhance campaign ROI.
Digital Marketing Manager – CRM, Ads & Retention
Benza Sports
Toronto, Canada
03.2021 - 11.2021
- Executed full-stack marketing campaigns across SEO, Google Ads, Meta Ads, and email channels.
- Achieved 38% increase in ROAS and 24% boost in repeat purchase rate through targeted segmentation.
- Implemented upsell and cross-sell strategies utilizing customer journey mapping and lifecycle insights.
Part time Lecturer | System Analysis and Design
Seneca College
Toronto
01.2020 - 08.2020
- Developed engaging course materials for diverse student learning styles.
- Delivered lectures on advanced topics in the curriculum effectively.
- Collaborated with faculty to improve course delivery and content relevance.
- Utilized technology to enhance teaching methods and learning experiences.
- Identified areas of difficulty for students, developing additional resources for review.
Social Media Marketing Intern
Plendify
Toronto, Ontario
02.2019 - 05.2019
- Developed engaging content for social media platforms to increase brand visibility.
- Monitored social media channels to track audience engagement and trends.
- Collaborated with team members to brainstorm creative ideas for posts.
- Managed scheduling and posting of content across various social media accounts.
- Analyzed performance metrics to refine future social media strategies.
IT Support Specialist
Energy Efficiency Services Limited
Delhi, Delhi
03.2018 - 07.2018
- Provided technical support for hardware and software issues across the organization.
- Assisted in maintaining inventory of IT equipment and software licenses effectively.
- Collaborated with team members to implement system upgrades and improvements.
- Documented troubleshooting procedures and created user guides for common issues.
- Managed ticketing system to track support requests and ensure timely resolution.
Education
Project Management for IT - Project Management
Seneca College
Toronto01.2019
Bachelor of Science - Computer Science
Delhi University
India05-2017
Skills
Growth and paid media
- Marketing strategy
- Lifecycle marketing
- Go-to-market planning
- Performance marketing
- Team leadership
- CRM automation
- Conversion rate optimization
- Behavioral segmentation
- Brand positioning
- Analytics tools (GA4, Mixpanel)
- Marketing tools (Braze, HubSpot, Klaviyo, SQL)
- Retention marketing
- Player analytics
- CRM strategy
- Cross-channel marketing
- Marketing management
- A/B testing
- Lifecycle optimization
- Project management
- Agile methodology
References
References available upon request.
Timeline
Player Marketing Manager
Allesoma | Lucky Rebel | Online Casino and igaming
08.2025 - Current
Marketing Lead – Lifecycle & Owned Channels
Rest In Beats
12.2024 - 06.2025
Head of Marketing & Growth
iCERIC (Online Sports Betting & Casinos)
02.2022 - 11.2024
Marketing Operations Manager – CRM & Growth
CONNECT2D INC.
11.2021 - 01.2022
Digital Marketing Manager – CRM, Ads & Retention
Benza Sports
03.2021 - 11.2021
Part time Lecturer | System Analysis and Design
Seneca College
01.2020 - 08.2020
Social Media Marketing Intern
Plendify
02.2019 - 05.2019
IT Support Specialist
Energy Efficiency Services Limited
03.2018 - 07.2018
Project Management for IT - Project Management
Seneca College
Bachelor of Science - Computer Science
Delhi University