Merve Ar

Experienced iGaming professional with a background in Head of Customer Support and VIP Success Management, specializing in the Turkish market. Skilled in high-value player retention, team leadership, and customer experience optimization. Strong hands-on experience with LiveChat, Slack, Jira, and data reporting in Google Sheets.

Customer Support- VIP Success Consultant - Industry Name

(2025-01)

• Provide strategic consultancy to iGaming operators on VIP retention frameworks, player lifecycle management and engagement optimisation.
• Advise on player segmentation models, churn prevention strategies and lapsed player reactivation programs.
• Support the design of targeted VIP campaigns, promotional structures and bonus optimisation aligned with commercial KPIs.
• Analyse VIP performance metrics including ARPU, LTV, retention rate and revenue contribution to drive data-informed decision making.
• Collaborate with CRM, Marketing, Risk and Payments teams to improve player experience, operational efficiency and revenue sustainability.
• Assist in building scalable VIP success processes, service quality standards and performance management frameworks.

Head of Customer Support- VIP Success Team - iGaming Company- NDA

(2022-01 - 2025-12)

• Designed and led end-to-end VIP retention frameworks aligned with player segmentation, lifecycle stages and behavioural insights.
• Owned VIP performance KPIs including ARPU, LTV, retention rate, churn indicators and VIP NGR contribution.
• Developed lifecycle-based engagement models covering onboarding, growth acceleration, churn prevention and lapsed player reactivation.
• Implemented data-driven decision-making processes supported by performance reporting, behavioural analytics and campaign effectiveness tracking.
• Optimized promotional and bonus structures to balance player value growth, retention success and commercial performance targets.
• Monitored VIP campaign ROI and engagement performance to ensure sustainable revenue impact and long-term player loyalty.
• Led cross-functional collaboration between VIP, CRM, Marketing, Payments and Risk teams to maximize player value and operational efficiency.

Head of VIP Success Management - iGaming Company- NDA

(2017-01 - 2022-08)

• Led the VIP Success function with full responsibility for high-value player retention, engagement and lifecycle management.
• Developed and implemented player segmentation frameworks to drive targeted retention and monetization strategies.
• Designed VIP campaigns, promotional initiatives and bonus strategies aligned with player value and commercial KPIs.
• Monitored key performance indicators including retention rate, ARPU, LTV and VIP revenue contribution.
• Implemented churn prevention and lapsed player reactivation strategies to improve long-term player value.
• Managed VIP team performance, service quality standards and operational efficiency.
• Collaborated cross-functionally with CRM, Marketing, Risk and Payments teams to optimise player experience and revenue outcomes.
• Ensured consistent delivery of high-quality VIP service aligned with brand standards and business objectives.

Russian - English Preparation Faculty - Ukrainian-American Concordia University - Ukraine (2018-01 - 2019-12)

Information Technologies- Computer Programming - Kocatepe University- Turkiye (2009-01 - 2011-12)