Elaine Gardiner, Managing Director of TAG Media, has established herself as a prominent leader in the iGaming affiliate sector, known for her operational expertise, people-focused leadership, and dedication to professional growth. Her journey into iGaming wasn’t planned; she stumbled upon it at the age of 22. “I fell into gaming by accident,” she remembers, initially taking responsibility for an affiliate inbox with little knowledge of the field. Despite this, her determination quickly turned into a career, leading her to senior roles in affiliate management before she joined TAG Media.
Under Gardiner’s leadership, TAG Media has experienced significant growth, expanding from three to sixteen team members, a testament to her strategic vision and commitment to cultivating a positive workplace culture. Central to this transformation is the company’s #ThisYearsRule policy, which emphasizes personal development, well-being, and long-term employee retention. “We get paid time off to volunteer,” Gardiner explains, “It’s helped me make a difference, juggling work and then doing things like that as well.” This approach not only fosters employee satisfaction but has also contributed to the agency’s success, with TAG Media reporting a 400% revenue growth over four years and winning multiple industry accolades, including the Best Digital Agency award at the iGB Affiliate Awards.
Gardiner’s impact extends beyond TAG Media through her involvement with the Affiliate Management Academy, a program that has trained hundreds of affiliate managers, and her contributions to industry events like iGB Live and the SBC Summit. Her volunteer work with St Andrew’s Ambulance Service in Scotland, where she provides first aid at Kilmarnock FC home games and Ayr Racecourse, further reflects her commitment to service and leadership. Reflecting on her achievements, she emphasizes the importance of self-belief: “You have to be your own champion. If you want to apply, apply; don’t wait for someone else to do it.” Her career exemplifies a blend of operational excellence and people-focused leadership, making her a formidable force for positive change in the iGaming affiliate sector.
Erica Kosemund, Chief Brand Officer of Choctaw Nation of Oklahoma, has played a pivotal role in reshaping the perception of tribal casino partners within both the industry and among consumers. Her focus on creating award-winning marketing campaigns and partnerships is only part of her influence. Kosemund’s efforts in cultivating partnerships with major sports teams and athletes have positioned Choctaw Casinos on the map and earned her numerous industry awards. Yet, it is her dedication to mentoring women and newcomers in gaming that truly stands out, echoing the matriarchal traditions of the Choctaw tribe. “The Choctaws are a matriarchal tribe,” she explains, “and this has led to women being in leadership roles for hundreds of years already.”
Kosemund’s commitment involves not only supporting youth and educational initiatives but also actively participating in Global Gaming Women events, where she has helped plan programs that focus on balancing careers with leadership and mental health. She also chairs an annual event promoting the Patty Becker Pay It Forward Award, celebrating women for their dedication to supporting others in the industry. Her behind-the-scenes efforts in forging new partnerships have brought substantial financial support, contributing to the tribe’s growth and exposure while preserving its heritage and culture.
Pallavi Deshmukh, CEO of NetGaming, exemplifies leadership through her global career in the gambling sector. Her journey took her from the UK to Jersey City and Malta, and as CEO, she has guided NetGaming to significant achievements, including entering the US market. Deshmukh originally hesitated when offered the role, coming from stable, large corporations, but encouragement from her family led her to take the leap. “Why not?” she thought, and now the company is thriving. With partnerships like BetMGM and Rush Street Interactive, NetGaming is live in the US, and Deshmukh aims to expand further into Europe, targeting Italy as the next market.
Reflecting on diversity in the iGaming industry, Deshmukh notes significant progress since the start of her career over two decades ago. “It’s definitely improving,” she observes, emphasizing the importance of role models and supportive work cultures. Her time at PartyGaming was instrumental, where she had exceptional managers who encouraged her growth. She attributes her success to her determination and the strong team she leads, stating, “Having a strong team is absolutely critical. I would not have been able to do this without our team.”
Dr. Alexandra Krone, Managing Director of Gamomat, brings a unique perspective to leadership with her background in organizational psychology. Her career spans over 20 years, focused on building value-driven cultures and ensuring sustainable growth. Starting at the University of Osnabrück with a PhD in Work and Organizational Psychology, her journey led her to roles in German logistics and eventually the gambling sector as Chief People Officer of Gamomat, later becoming MD. Her work has been recognized with awards, including Leader of the Year at the Women in Gaming Diversity Awards.
Krone is a staunch advocate for diversity, equity, and inclusion (DEI) in the workplace. She believes that while progress has been made, “there’s still a long way to go.” Diversity, she emphasizes, is not just about gender but encompasses many dimensions. Structural barriers still hinder women’s advancement in leadership roles across industries, including gaming. Krone is committed to breaking these barriers, asserting that “when more women step into senior roles, it makes a tangible difference for those coming through.” DEI is embedded in Gamomat’s culture and decision-making processes, a reflection of Krone’s belief in the societal responsibility of organizations.
The achievements of these women highlight the ongoing transformation within the iGaming industry, driven by leadership that values diversity, innovation, and community engagement. As the sector continues to evolve, their stories serve as inspiration for future leaders aiming to make a positive impact.
4.2/5
