spinhireSMM Manager
Runs a casino's or sportsbook's social media and Telegram channels: comes up with content, grows the community and turns it into registrations and deposits.
SMM Manager, Malta & Cyprus, middle: €2 700–3 700 per month gross · SpinHire data as of
What the role involves
In gambling SMM works under conditions that don't exist in ordinary marketing: Instagram and TikTok cut reach for the word 'casino', Meta bans pages, and betting ads on social media are allowed in far from every country. So most of the action is in Telegram channels with tips, promotions and giveaways, in short vertical videos and in communities around sport, poker or CS2. A good SMM manager here writes lively posts about matches and odds, briefs the designer and video editor, handles comments and counts not likes but the path from reach to registration and first deposit. A separate part of the job is clearing everything with compliance so a post doesn't break advertising rules in a particular country.
Responsibilities
- SMM strategy and a separate content plan for each channel: Telegram, Instagram, TikTok, X
- Posts about promotions, bonuses, matches and tournaments, announcements and interactive content
- Brief designers, video editors and UGC creators
- Community management: comments, DMs, contests and giveaways
- A/B test formats, CTAs and posting times
- Track the path from reach to registration and FTD via UTMs and promo codes
- Clear content with compliance and platform rules
How performance is measured
- Follower growth and engagement rate (ER)
- Clicks and registrations from social media
- FTDs from promo codes and UTM linksFirst Time Deposit: a new player's first deposit
- Channel stability: no bans or blocks
Skills required
Professional skills
- Running Telegram channels and vertical video
- Copywriting in different tones of voice
- Engagement mechanics: contests, polls, giveaways
- UTM tagging and social media analytics
- Understanding of gambling ad restrictions on each platform
Soft skills
- A feel for trends and internet culture
- Fast reaction to news hooks
- Care with wording
Tools
Languages: For Russian-language brands, good written Russian is enough. International teams need English B2+, and for local markets employers look for native Azerbaijani, Portuguese and Spanish speakers.
Check your pay
SMM Manager · Middle · Malta
SpinHire mid-level benchmark: . Ads with a stated range for this role: fewer than 5, the band is derived from related roles and the region. € per month, gross, excluding bonuses.
How pay grows over time
- Training 3–6 months
- Junior under 2 years €2 100
- Middle 2–4 years €3 200
- Senior 4–7 years €4 700
- Head / Lead 7+ years or a team €6 900
The next level pays +€1 500 a month on average.
Timing is an expert estimate: training or an adjacent role to get in, then seniority levels by years of experience.
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Pay: salary bands by seniority
Ranges are in euros per month, gross (before tax), excluding bonuses. The data comes from industry job postings and offers reported by candidates; figures are a benchmark, not a guarantee.
Malta & Cyprus
| Level | Salary range, €/month | Median |
|---|---|---|
| Junior | €1 800 – €2 400 | €2 100 |
| Middle | €2 700 – €3 700 | €3 200 |
| Senior | €4 000 – €5 400 | €4 700 |
| Head / Lead | €5 800 – €8 000 | €6 900 |
Poland, Romania, Baltics
| Level | Salary range, €/month | Median |
|---|---|---|
| Junior | €1 300 – €1 800 | €1 550 |
| Middle | €2 000 – €2 900 | €2 450 |
| Senior | €3 100 – €4 300 | €3 700 |
| Head / Lead | €4 500 – €6 500 | €5 500 |
Remote · Tbilisi, Yerevan, Kyiv
| Level | Salary range, €/month | Median |
|---|---|---|
| Junior | €800 – €1 300 | €1 050 |
| Middle | €1 500 – €2 300 | €1 900 |
| Senior | €2 500 – €3 500 | €3 000 |
| Head / Lead | €3 800 – €5 500 | €4 650 |
Bonuses: A KPI bonus for followers, registrations or FTDs from social media, usually 10–20% on top of salary. Arbitrage teams sometimes pay a percentage of deposits from the channel's promo code.
How to break into the profession
From SMM in other niches, copywriting, or sports and esports Telegram channels. A portfolio of live channels matters more than iGaming experience specifically.
Working hours: Mostly remote, Mon–Fri, but with tasks popping up in the evenings and at weekends when matches and tournaments are on. Some office roles in Malta, Cyprus and Prague.
Market demand: Hiring comes from casino operators and sportsbooks, game studios, and crypto and esports projects. People who shoot short videos themselves and run Telegram for a specific geo are especially sought after.
Where to grow next
Live jobs: SMM Manager
FAQ
Can you promote a casino on Instagram and TikTok?
Platforms restrict direct gambling advertising, so brands build content around sport, entertainment and community and send most of the traffic to Telegram. The rules depend on the country and the operator's licence.
How is an SMM manager different from a content manager?
An SMM manager owns social media as a whole: strategy, community, growth and conversion. A content manager fills the site and product: game descriptions, promo pages, promotion copy.
How much does an SMM manager earn in gambling?
Remote, a middle usually earns €1,500–2,300 a month; in Malta and Cyprus €2,700–3,700. Strong specialists with video skills and iGaming experience earn more.
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