Head of VIP
Description
The Head of VIP is responsible for defining and executing Sway Gaming’s global VIP commercial strategy, with a clear focus on revenue growth, high-value player acquisition, and long-term value maximization across all brands and markets. The role will lead the VIP function as a profit-driving unit, ensuring that VIP strategy, sales activity, and business development initiatives directly support the group’s commercial objectives.
Responsibilities
- Develop and own the global VIP strategy, with clear revenue, margin, and player lifetime value targets across brands and markets.
- Build and manage a structured VIP sales pipeline, including acquisition, reactivation, and expansion opportunities within the high-value player segment.
- Design and oversee tiered VIP programs and loyalty frameworks that support commercial KPIs and differentiate Sway Gaming’s brands in key markets.
- Identify, negotiate, and manage commercial relationships with key partners (VIP affiliates, agencies, introducers, and other acquisition channels) to support VIP growth.
- Work closely with BI, CRM, and Product to define segmentation, targeting, and offer strategies that drive increased ARPU and player lifetime value within the VIP segment.
- Own the VIP P&L, including forecasting, budget allocation, sales performance tracking, and ROI optimization for all VIP activities and campaigns.
- Establish clear KPIs and performance frameworks for the VIP team, ensuring consistent delivery against revenue, retention, and activity targets.
- Lead, develop, and retain a high-performing VIP team in Malta, setting standards for professional conduct, commercial discipline, and data-driven decision making.
- Ensure VIP processes, offers, and communications comply with regulatory requirements and internal policies on responsible gaming, risk, and AML.
- Provide regular reporting and insight to senior leadership on VIP performance, market trends, commercial risks, and strategic opportunities.
Requirements
- Significant experience in a senior VIP / Commercial / Business Development leadership role within iGaming or a comparable high-value, data-driven consumer sector.
- Demonstrable track record of delivering revenue growth, increased player value, and strong commercial outcomes from VIP or high-value customer strategies.
- Strong understanding of online casino and sportsbook products, player behaviour, and VIP lifecycle management.
- Proven experience managing P&L, setting budgets, and reporting on commercial performance to senior stakeholders.
- Leadership experience building and managing teams focused on sales, account management, or VIP relationship management.
- Advanced analytical capability, comfortable working with BI/CRM tools to inform strategy, segmentation, and targeting decisions.
- Advance experience with building and overseeing Tiered VIP & Status programs for High-value customers across the globe.
- Excellent negotiation, communication, and stakeholder management skills, including experience managing external commercial partners.
- Fluent written and spoken English; additional European languages are considered an asset.
About Traffic Label
Affiliate business working with all viable channels of online marketing since 2006. Onlinebingo.co.uk | 1CS.com
