Head of VIP
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.
- 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.
- 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.
Traffic Label is an online affiliate marketing business that has operated across all major digital marketing channels since 2006. It builds and runs content and comparison websites that acquire customers for iGaming and other operators. Its portfolio includes brands such as Onlinebingo.co.uk and 1CS.com. Traffic Label is headquartered in St Albans, England.