VIP Manager
Reporting to Chief Operating Officer
About GoodLife+
GoodLife+ is a high-growth membership and rewards business that combines prize draws, entertainment, and exclusive experiences to create a compelling value proposition for customers. The business operates in a fast-paced, entrepreneurial environment where commercial performance, customer engagement, and operational discipline are critical to success.
Our VIP customers represent a key driver of revenue and long-term value. Delivering a personalised, relationship-led experience to this segment is central to the company's growth strategy. The VIP function plays a vital role in building loyalty, increasing engagement, and ensuring customers feel recognised, valued, and connected to the brand.
We operate with a pragmatic, delivery-focused mindset. We prioritise action, accountability, and measurable results.
Role Overview
The VIP Manager is a hands-on, commercially driven role responsible for leading the VIP function and delivering strong revenue and retention performance from high-value customers. The role combines direct relationship management with leadership of a small VIP team, ensuring consistent, high-quality engagement with customers and disciplined control of incentives and spend.
This is a sales and rapport-driven position. Success depends on the ability to build trust with customers, understand their behaviour, and respond quickly to opportunities and risks. The VIP Manager is expected to lead from the front, actively managing key relationships while setting the standard for responsiveness, professionalism, and commercial judgement across the team.
VIP engagement does not operate strictly within office hours. The role requires flexibility and a willingness to build and maintain relationships when customers are most active. This includes being available by phone or messaging during evenings and weekends when required.
The role is tightly driven by data. Decisions around engagement, rewards, and prioritisation must be grounded in customer value, behaviour, and commercial return.
Key Responsibilities
Customer Relationship Management
* Personally manage relationships with a portfolio of high-value customers through direct communication, primarily via phone and messaging channels.
* Build strong rapport and trust with VIP customers, creating long-term relationships that drive loyalty and revenue.
* Maintain regular, proactive contact with customers to increase engagement, retention, and lifetime value.
* Be accessible to VIP customers outside standard office hours when required, including evenings and weekends.
* Handle high-value or sensitive customer interactions with confidence, discretion, and sound judgement.
Team Leadership
* Lead and support a small VIP team, setting clear expectations for responsiveness, relationship management, and performance.
* Establish consistent standards for customer engagement and communication.
* Monitor team performance against defined revenue and retention targets.
* Provide coaching and practical guidance to improve customer handling and commercial outcomes.
* Ensure appropriate coverage and continuity of service for VIP customers.
Commercial Performance
* Drive revenue growth and retention within the VIP customer segment.
* Identify opportunities to increase customer value through targeted engagement and personalised incentives.
* Assess customer behaviour and spending patterns to determine appropriate levels of service and reward.
* Maintain disciplined control of bonus and incentive spend, ensuring acceptable pressure on revenue and protection of margin.
* Take ownership of performance outcomes for the VIP segment.
Data and Performance Management
* Use daily activity and performance reports to prioritise customer engagement and identify opportunities.
* Monitor key metrics such as revenue, retention, customer value, and bonus efficiency.
* Make decisions based on data insights and commercial judgement.
* Maintain accurate and reliable records of customer activity and interactions.
* Ensure visibility of VIP performance through clear reporting and tracking.
Operational and Risk Management
* Ensure all VIP activity aligns with company policies and responsible customer management standards.
* Balance commercial performance with customer wellbeing and long-term sustainability.
* Escalate risk, fraud, or compliance concerns appropriately.
* Maintain strict confidentiality and responsible handling of customer data.
* Support the ongoing development and improvement of VIP processes as the function grows.
Tools and Environment
* Phone and messaging platforms (including WhatsApp)
* CRM and customer communication tools
* Customer activity and performance reports
* Customer segmentation and value data
* Manual and semi-automated operational processes
Required Experience and Profile
* Proven experience in VIP management, sales, account management, or relationship-led customer roles.
* Experience leading or supervising a small team in a performance-focused environment.
* Strong ability to build rapport and influence customer behaviour through direct communication.
* Commercial mindset with experience managing customer value, incentives, or promotional spend.
* Comfortable operating in a fast-moving, hands-on environment with evolving processes.
* Flexible and willing to work outside standard hours when customer engagement requires it.
* Confident using data to guide decisions and measure performance.
* Strong judgement and maturity when making customer-facing decisions.
What This Role Is
* A hands-on leadership role
* A sales and relationship-driven position
* A revenue and retention accountability role
* A team leadership and performance management role
* A flexible, customer-facing role in a growing business
What This Role Is Not
* A purely strategic or office-based role
* A traditional 9 to 5 position
* A large-team management role
* A heavily automated or process-driven function