Our client is seeking an experienced and commercially driven Head of VIP, Loyalty & Rewards to lead the strategy and execution of its customer engagement and player value programmes. This is a senior leadership role responsible for maximising customer lifetime value through the development of a best-in-class VIP, loyalty, and rewards ecosystem. The successful candidate will own the full customer lifecycle, from mass-market engagement through to high-value VIP relationships, ensuring a structured, data-led approach to customer progression, retention, and revenue growth. Key Responsibilities VIP Strategy & High-Value Customer Management Develop and deliver a comprehensive VIP strategy aligned with commercial objectives. Lead the acquisition, retention, and growth of high-value customer segments. Build and maintain strong relationships with premium customers through a personalised engagement model. Monitor customer behaviour to identify opportunities, trends, and potential risks. Lead and develop the VIP team, setting clear performance standards and service expectations. Continuously evaluate and enhance the VIP programme to maximise commercial performance and customer satisfaction. Loyalty Programme Strategy Own the design, development, and continuous improvement of the loyalty programme across all customer segments. Create clear and engaging progression pathways that encourage long-term participation and customer advancement. Ensure programme mechanics are simple, transparent, and aligned with business objectives. Drive customer engagement and retention through an effective loyalty framework. Rewards Strategy Develop and oversee the organisation's rewards strategy across all customer segments. Ensure rewards are relevant, compelling, and aligned with customer behaviours and preferences. Collaborate with cross-functional teams to ensure seamless delivery of promotional and reward initiatives. Optimise promotional investment while maintaining commercial sustainability. Measure programme effectiveness and continuously improve return on investment. Customer Retention & Lifecycle Management Develop targeted retention strategies for premium and at-risk customers. Lead reactivation initiatives to re-engage inactive customer segments. Increase customer frequency, engagement, and lifetime value. Identify emerging high-value customers and support their progression into the VIP programme. Cross-Functional Leadership Partner closely with CRM, Business Intelligence, Marketing, Product, and Operations teams. Translate customer insights into actionable commercial strategies and campaigns. Ensure alignment across customer engagement initiatives to deliver a consistent and differentiated customer experience. Promote a data-driven approach to customer strategy and decision-making. Key Performance Indicators Growth in revenue generated from high-value customers. Expansion and profitability of the VIP customer base. Customer retention and reactivation performance. Loyalty programme engagement and tier progression. Effectiveness and return on investment of rewards initiatives. Operational excellence and scalability of customer engagement programmes. Experience Required Proven experience managing VIP, loyalty, or high-value customer programmes. Experience within online gaming, casino, sports betting, hospitality, luxury, or other premium customer-focused industries. Demonstrated success in driving customer engagement and commercial performance. Previous leadership experience with the ability to coach and develop high-performing teams. Excellent relationship management and stakeholder engagement skills. Strategic thinker with experience designing scalable customer programmes. Highly analytical with strong data interpretation and decision-making abilities. Outstanding communication and leadership skills. The package would include a tax free annual salary, Company Car, Annual Bonus and Relocation assistance.