After a four year spell in the financial services sector, Keith McDonnell joined sportinglife.com as Channel Manager in 2000. Within a short time of joining sportinglife.com, Keith McDonnell became involved in the joint venture the business had with the UK Tote - totalbet.com. He was instrumental in converting sports content users into revenue generating gaming customers. He increased revenues through partnerships with blue chips such as Microsoft and Yahoo and generally developed sponsorship and advertising revenues for the brand.
Following sportinglife.com, Keith McDonnell had a spell at William Hill as Affiliate Marketing Manager for the sports and gaming divisions. Keith’s spell at William Hill ended when the UK Tote offered him an exciting opportunity to oversee the launch of its own online channel.
As Head of Interactive Betting at the Tote, a role he assumed in 2002, Keith McDonnell was responsible for taking the group online. He built the team and established the new online channel as a key part of the Tote business. In 2005 Keith McDonnell was appointed Director of Business Development and given full responsibility for the strategic direction and profitability of Tote Direct, the wholesale division of the Group, while retaining responsibility for the Tote’s interactive and online channels for sportsbook and gaming.
Keith McDonnell holds a Bachelor of Business and Legal Studies from University College, Dublin and has spoken at several international gaming industry events.