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- Tasks: Lead and shape the VIP and loyalty function for exciting social sweepstake casino brands.
- Company: Arena, a digital entertainment company with an AI-first mindset.
- Benefits: Competitive salary, dynamic work environment, and opportunities for professional growth.
- Other info: Join a fast-growing team with a focus on innovation and player engagement.
- Why this job: Make a real impact by building exceptional player relationships and driving brand loyalty.
- Qualifications: Proven experience in VIP management and team leadership in high-value consumer environments.
The predicted salary is between 70000 - 90000 £ per year.
About Arena
Arena is a digital entertainment company building platforms people genuinely love and we build them differently. Since 2021, our portfolio has grown to include MetaWin, WOW Vegas, BetZoo Media, Hit.com, and Rolla, with further brands in development. Our teams operate across London, Malta, Gibraltar, and Miami. AI isn't something we bolt on; it's the foundation we build from. We operate with an AI-first mindset across every function, using intelligent automation and modern technology to make faster, smarter decisions at every level of the business. We're not constrained by legacy systems. We're blue-sky thinkers, and our VIP operation is central to how we grow.
The Opportunity
This is a rare opportunity to own and shape the VIP and loyalty function across a fast-growing portfolio of social sweepstake casino brands. You'll inherit a small, established team and scale it, building the people, processes, and programmes needed to deliver a world-class high-value player experience across WOW Vegas, Rolla, and beyond. This isn't a maintenance role. We're looking for a leader who brings genuine ambition, commercial sharpness, and a passion for building exceptional player relationships, someone who can operate strategically while staying close enough to the detail to drive real outcomes.
What You'll Own
- VIP Acquisition & Relationship Management: Personally acquire and onboard new high-value players, cultivating lasting relationships that drive long-term revenue and advocacy across our brand portfolio. Develop targeted outreach and referral strategies to grow the VIP player base at scale. Serve as the senior point of contact for our highest-tier players, delivering a premium, personalised experience at every touchpoint. Define the right mix of bonuses, gifts, and exclusive VIP experiences to attract and retain high-value players competitively.
- Retention, Loyalty & Player Lifecycle: Own the loyalty programme architecture across the portfolio, defining tier structures, reward mechanics, and engagement pathways that drive sustained player activity and spend. Build and optimise the VIP CRM and player contact strategy, using data-driven segmentation to deliver personalised, timely, and relevant communication. Monitor player engagement and health indicators, proactively intervening to retain at-risk VIPs before they disengage. Design and execute player propositions that reward positive, profitable behaviour and deepen long-term brand loyalty.
- Team Leadership & Scaling: Lead, develop, and inspire an existing VIP team, setting clear performance standards, targets, and a high-accountability culture from day one. Define the team structure needed to support growth, hiring and onboarding VIP Managers and Account Managers as the function scales. Mentor and upskill team members, fostering a player-obsessed culture where every interaction is an opportunity to build loyalty.
- Commercial Ownership: Own the full VIP P&L and marketing budget across the portfolio, with accountability for revenue contribution, retention rates, and return on VIP spend. Track and report on core VIP KPIs, including active player count, revenue share, LTV, churn rate, and reactivation performance. Provide clear, insight-led reporting to the COO with strategic recommendations that inform broader business decisions. Work cross-functionally with Product, Marketing, CRM, and Tech teams to ensure our platforms and tooling support a best-in-class VIP experience.
What We're Looking For
- Proven track record in a senior VIP management role within social sweepstake, iGaming, or a high-value consumer entertainment environment.
- Demonstrated success across both VIP acquisition and retention; you're comfortable owning the full player lifecycle, not just one side of it.
- Experience leading and developing a team, including hiring, performance management, and building a high-performance culture.
- Strong commercial acumen, able to own a P&L, manage budgets, and make confident, data-driven decisions.
- Proficiency in CRM platforms and player data tools, with an eye for process improvements that enhance personalisation and operational efficiency.
- Exceptional interpersonal and communication skills, able to build genuine, lasting relationships with demanding high-value players while operating effectively across internal teams.
- Highly organised and self-directed, able to balance strategic thinking with hands-on delivery in a fast-moving, multi-brand environment.
Nice to Have
- Experience within social sweepstake platforms or familiarity with the US sweepstake casino landscape.
- An existing network of high-value players or VIP contacts in relevant markets.
- Experience designing or rebuilding a loyalty programme from the ground up.
- Familiarity with CRM automation tools or analytics platforms for player communication and retention.
- Multi-brand or multi-market VIP management experience.
Head of VIP & Loyalty in City of London employer: Arena Entertainment
Contact Detail:
Arena Entertainment Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Head of VIP & Loyalty in City of London
✨Tip Number 1
Network like a pro! Get out there and connect with people in the industry. Attend events, join online forums, and don’t be shy about reaching out on LinkedIn. The more connections you make, the better your chances of landing that dream role.
✨Tip Number 2
Show off your personality! When you get an interview, let your passion for VIP and loyalty shine through. Share your ideas on how to enhance player experiences and engage with high-value players. Remember, they want to see the real you!
✨Tip Number 3
Do your homework! Research Arena and its brands thoroughly. Understand their values, products, and what makes them tick. This will not only help you in interviews but also show that you’re genuinely interested in being part of the team.
✨Tip Number 4
Apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, it shows you’re serious about joining Arena and ready to take the next step in your career.
We think you need these skills to ace Head of VIP & Loyalty in City of London
Some tips for your application 🫡
Show Your Passion: When you're writing your application, let your enthusiasm for the VIP and loyalty space shine through. We want to see that you genuinely care about building exceptional player relationships and have a vision for how to elevate our brands.
Be Specific About Your Experience: Don’t just list your previous roles; tell us about your achievements in VIP management. Share specific examples of how you've successfully acquired and retained high-value players, as this will help us understand your impact in past positions.
Tailor Your Application: Make sure to customise your application to reflect the unique aspects of the Head of VIP & Loyalty role. Highlight your experience with CRM platforms and data-driven decision-making, as these are key to what we’re looking for at Arena.
Keep It Professional Yet Personal: While we love a friendly tone, remember to maintain professionalism in your application. Use clear language and structure your thoughts well, so we can easily see how you fit into our ambitious team at Arena.
How to prepare for a job interview at Arena Entertainment
✨Know Your VIPs
Before the interview, dive deep into Arena's brands like WOW Vegas and Rolla. Understand their unique selling points and how they cater to high-value players. This knowledge will help you demonstrate your passion for building exceptional player relationships.
✨Showcase Your Leadership Style
Prepare to discuss your experience in leading and developing teams. Think of specific examples where you've inspired a culture of accountability and performance. Highlight how you can scale a team while maintaining a player-obsessed mindset.
✨Data-Driven Decisions Matter
Since the role involves owning the VIP P&L, be ready to talk about your experience with budgets and KPIs. Bring examples of how you've used data to drive retention and acquisition strategies, showcasing your commercial acumen.
✨Engage with Their AI-First Mindset
Arena prides itself on an AI-first approach. Familiarise yourself with how AI can enhance player experiences and operational efficiency. Be prepared to discuss innovative ideas that leverage technology to improve VIP management and loyalty programmes.