Role Purpose

The VIP function is responsible for managing, developing, and supporting relationships with high-value players, ensuring a premium, personalized experience that drives retention, loyalty, and lifetime value. The role focuses on proactive engagement, tailored rewards, and revenue growth while operating strictly within responsible gaming and regulatory frameworks.

Key Responsibilities

VIP Player Management

• Manage and/or support a portfolio of high-value and VIP players across casino.
• Deliver timely, personalized communication via phone, email, chat, and in-app messaging.
• Build long-term relationships through tailored engagement and premium service.
• Monitor player activity, preferences, and value to optimize engagement, retention, and progression into VIP tiers.

Retention, Revenue & Engagement

• Support and execute bespoke VIP retention strategies, promotions, and exclusive campaigns.
• Assist in identifying opportunities to increase player lifetime value while ensuring sustainable and compliant play.
• Track and analyze VIP performance metrics including turnover, Net Gaming Revenue (NGR), bonuses, churn, and campaign effectiveness.
• Contribute ideas for VIP rewards, engagement initiatives, and program improvements.

Campaigns, Hosting & Events

• Coordinate and assist with VIP campaigns, promotions, and exclusive online or offline events.
• Support VIP Managers in hosting high-value players at hospitality events, tournaments, or personal visits.
• Promote VIP initiatives, raise campaign awareness, and resolve player queries during events and activations.

Responsible Gaming & Compliance

• Ensure all player interactions comply with gambling regulations, licensing requirements, and internal policies.
• Monitor player behavior for potential risk indicators and escalate concerns in line with responsible gaming procedures.
• Maintain accurate, audit-ready records of VIP interactions, bonuses, and decisions with discretion and professionalism.

Operational Excellence & Cross-Functional Support

• Liaise with Payments, Fraud, Risk, Compliance, and Customer Support teams to resolve VIP issues efficiently and discreetly.
• Manage or assist with VIP bonuses, rewards, and discretionary comps within approved budgets and governance frameworks.
• Support continuous process improvement initiatives to enhance the VIP experience.

Data, Reporting & Process Improvement

• Maintain and update VIP records in CRM systems, ensuring accurate player data, preferences, and interaction history.
• Work alongside BI and Analytics teams to automate tracking of VIP communications and ensure relevant, timely outreach.
• Assist in compiling and presenting reports on VIP performance, campaign results, and player insights for management.

Skills & Experience Required

• Experience in a VIP, account management, customer service, or support role (iGaming experience preferred).
• Strong understanding of online casino and/or sportsbook products and player behaviour.
• Excellent communication, relationship-building, and stakeholder management skills.
• Strong organizational skills with high attention to detail.
• Commercial awareness with a data-driven mindset.
• Experience using CRM systems, Excel, and reporting/analytics tools.
• High levels of discretion, professionalism, and emotional intelligence.
• Flexibility to work evenings, weekends, or travel for events when required.

Key Competencies

• Customer-centric and results-driven
• Strong problem-solving and negotiation skills
• Ability to manage sensitive information confidentially
• Capable of balancing commercial objectives with player protection and compliance

KPIs & Success Measures

• VIP retention and churn rates
• Net Gaming Revenue (NGR) growth from VIP segment
• Player satisfaction and engagement levels
• Campaign performance and event ROI
• Compliance and responsible gaming adherence