VIP Retention Lead

About the Role

We are looking for a VIP Retention Lead who will take ownership of VIP customer retention through CRM.
This is not a VIP Host role — you will not be responsible for direct one-to-one communication with players. Your role is systematic and data-driven: VIP segmentation, lifecycle management, personalized retention mechanics and CRM campaigns through Smartico, as well as managing the economics of retaining the most valuable part of the customer base.
Why this role is critical: the VIP segment generates a disproportionately large share of product activity and revenue. Losing a single whale can have the same financial impact as losing hundreds of regular players. This requires a different level of precision — not simply running campaigns for a segment, but building a system capable of identifying churn risk among top players days before they actually leave.
This is a senior ownership role. You will not simply execute predefined tasks — you will design the VIP retention system, defend its economics and strategy to the Head of CVM, and take responsibility for the segment’s performance.

Responsibilities

VIP Lifecycle Management
Own the VIP lifecycle end-to-end. VIP statuses are assigned according to predefined criteria; your responsibility begins with what happens to those players afterward.
Develop segmentation within the VIP base based on tiers, behavioral profiles (Sports / Casino / Mixed), and lifecycle stages — VIP should not be treated as a single homogeneous segment.
Build and manage a pre-VIP pipeline to systematically identify and nurture high-potential players approaching VIP status.
Offer Matrix & Retention Economics
Design a structured VIP offer matrix defining which mechanics and rewards each tier receives depending on player behavior.
Present and defend the offer matrix and its economics to the Head of CVM. Once approved, campaigns should operate within this framework without requiring individual approvals.
Manage VIP bonus economics by measuring uplift against control groups, calculating retention costs, and preventing over-incentivization of players who would have remained active without additional bonuses.
Churn Prevention & Reactivation
Build VIP churn alerts based on behavioral signals such as changes in activity frequency, spending, and session patterns. A decline in activity from a top player should be treated as an incident requiring timely action rather than simply appearing in a monthly report.
Develop retention campaigns for different risk stages, ranging from soft interventions at early warning stages to dedicated reactivation programs for dormant VIPs.
Build VIP reactivation as a separate systematic process with its own economics and performance measurement.
Campaigns & Mechanics
Manage the complete campaign lifecycle directly in Smartico, including segments, journeys, personalized bonus mechanics, and VIP gamification.
Develop cross-vertical mechanics between Sports and Casino while carefully expanding player behavior without excessive pressure.
Synchronize VIP campaigns with major sporting events such as the IPL and other major tournaments, as well as key Casino activities.
Prepare briefs for the Content team for VIP communications, where tone, accuracy, and personalization standards are particularly important.
Responsible Gaming
Own the Responsible Gaming framework within VIP retention. High player turnover and spending can create increased problem-gambling, legal, and reputational risks.
Ensure players showing RG risk signals are excluded from promotional campaigns and that self-exclusion requirements are strictly respected.
Analytics & Reporting
Monitor VIP segment performance through Smartico Data Studio, including retention, AV/NGR dynamics, and migration between VIP tiers.
Conduct post-campaign analysis using control groups by default.
Provide regular reporting to the Head of CVM on VIP segment health, performance, and economics.
Key Performance Metrics
VIP Retention: churn rate among top tiers and VIP player lifetime.
Value Retention: AV/NGR dynamics and upward vs. downward migration between VIP tiers.
Churn Response Speed: percentage of at-risk VIPs identified and targeted before actual churn.
Retention Economics: campaign uplift versus control groups and cost per retained VIP.

Requirements

4+ years of Retention/CRM experience in iGaming, including proven experience specifically with VIP/high-value customer segments. You should be able to describe a retention system you built, including churn detection, offer logic, and measurable impact on churn.
Experience designing retention systems, not only executing campaigns, including segmentation models, offer matrices, and churn alerting.
Strong hands-on experience with CRM platforms. Smartico is a major advantage; experience with Optimove or Fast Track is also relevant.
Strong analytical skills, including cohort analysis, LTV logic, control groups, and bonus economics, with the ability to justify retention budgets to senior management.
Understanding of both Sports Betting and Casino audiences and the differences in their behavior.
Strong understanding of Responsible Gaming, including the ability to recognize where retention activities should stop due to player protection concerns.
English sufficient for professional written communication and reading technical/product documentation.

Nice to Have

Experience with the Indian market.
Experience building pre-VIP pipelines or programs for identifying high-potential players.
Experience working with predictive churn models.
Experience collaborating with VIP Hosts or Personal/VIP Account Managers.
Expected Results

Within the first three months, we expect:

A comprehensive diagnosis of the VIP segment, including its structure, churn points, and current retention economics;
A functioning VIP churn-alert system;
A structured and approved VIP offer matrix implemented in production;
Initial campaigns completed through the full lifecycle with control groups and measurable results.

We Offer:

Remote work from anywhere in the world.
Fast decision-making without bureaucracy.
Friendly atmosphere among people passionate about their work.
Qualified managers invested in your growth.
20 paid vacation days, 5 day-offs, and paid sick leave.