Head of VIP – Malta
Sway Gaming, a Traffic Label Company
Position: Head of VIP
Location: Malta
Reports to: Chief Commercial Officer

Role Purpose

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.

Key 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.

Required Experience and Skills

• 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.
  
  

Personal Attributes

• Strong 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.