Ed Kelly

I’m a B2B Account Manager and iGaming partnerships leader with 20+ years of experience growing and retaining high-value relationships. I’ve scaled partner portfolios from start-up phase to 60+ accounts generating $100m+ annually, with a clear focus on upsells, cross-functional leadership, and data-driven commercial growth.

As an Independent iGaming Consultant, I exclusively supported a poker and casino division to scale proprietary software and turn an MTT offering into a profitable product. I restructured tournaments using data-driven decisions, designed and launched an industry-first MTT feature, and increased player participation by 20% while boosting real-money conversion by 5%.

At BlocPal, I strengthened B2B partner performance by owning end-to-end integrations, financials, and operations. By coordinating across Product, Payments, Support, and Compliance, I improved onboarding and ongoing support—reducing friction for both new and existing relationships.

Previously, as Head of Partner Management, I built the partner management division from scratch and scaled it to support 60+ B2B partners generating over $100m in annual gross gaming revenue. I drove revenue growth through upselling third-party casino and sports betting products, improved retention by acting as a primary liaison across internal teams, and optimized game mix across regions while supporting partner types including white-label solutions, API-integrated partners, regulated operators, and crypto specialists.