Head of VIP
Traffic Label
- Malta Island
- Permanent
- Full-time
Sway Gaming, a Traffic Label Company
Position: Head of VIP
Location: Malta
Reports to: Chief Commercial OfficerRole PurposeThe 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.Key ResponsibilitiesDevelop 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.Required Experience and SkillsSignificant 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.Personal AttributesStrong commercial mindset, with a structured and results-oriented approach to strategy and execution.Highly numerate and detail focused, with the ability to interpret complex data and translate it into practical action plans.Strategic thinker who can operate at both planning and hands-on execution levels in a fast-paced environment.High level of integrity, discretion, and professionalism when dealing with sensitive commercial information and high-value customers.