Prediction markets: how they took off, and how affiliate sites send them traffic
How Kalshi and Polymarket grew so fast, how affiliate sites and creators send them traffic, and why the UK is a different game.
Read the article
File No. 1230 · Clearance: Board level
Modern digital marketing, deployed on demand.
MISSION: One joined-up plan across social, content, community, SEO, digital PR, CRM, influencers and affiliates, research, paid media and podcasts, with AI search built in from day one.
Fractional CMO · NED · AdvisoryManchester, UKScroll for the brief
The brief
Most marketing is not short of activity. It is short of a plan.
01
Commercial first
Our founder came into marketing through sales and commercial leadership, so every plan is judged on pipeline, acquisition cost, lifetime value and margin.
02
Distinct channel roles
One story, one goal, but each channel does the job it does best. Social builds discovery, content earns trust, community and CRM drive loyalty.
03
Strategy before automation
AI makes good specialists faster. It does not decide what they should work on. Tools should fit the plan, not replace it.
The files
Ten services. One plan.
Take a single service when you need expert help on one channel, or combine them into a full marketing strategy led by a fractional CMO.
File 01SEO
SEO, GEO and AEO marketing
Technical, content and authority plans with GEO and AEO built in for AI-driven search.
Open fileFile 02Social
Social media marketing
Strategy and day-to-day social media management, with platform roles, content, creators and reporting tied to growth.
Open fileFile 03Content
Content marketing
Topic architecture, editorial systems and briefs built for search, AI answers and conversion.
Open fileFile 04Community
Digital community growth
Programmes for Discord, social and events that build loyalty and lift lifetime value.
Open fileFile 05Digital PR
Digital PR services
Data-led campaigns and expert commentary that earn coverage, links and AI citations.
Open fileFile 06Influencer & affiliate
Influencer and affiliate marketing
Creator and affiliate programmes with fair, trackable deals. Hybrid deals available for creators and affiliate sites.
Open fileFile 07CRM
CRM and retention services
Segmentation, lifecycle journeys and personalisation that lift retention and lifetime value.
Open fileFile 08Research
Industry and market research
Market, competitor, audience and AI search intelligence that informs confident decisions.
Open fileFile 09Paid media
Paid media services
Budget allocation, testing frameworks and measurement across search, social and affiliates.
Open fileFile 10Podcasts
Podcasting
Show concept, guests, distribution and clips that build authority and fuel your content.
Open file
Target: the AI answer
Built for AI search
GEO and AEO in every plan
Your customers ask ChatGPT, Perplexity, Gemini and Google AI Overviews before they click a link. GEO and AEO make sure those systems understand your brand, trust your content and recommend you.
- 01
Structure
Question-led pages, direct answers and structured data AI systems can read and quote.
- 02
Authority
Digital PR and expert commentary in the publications AI assistants rely on.
- 03
Consistency
The same accurate facts about your brand across your site, profiles, reviews and partners.
- 04
Expertise
Original research, first-hand reviews and named experts worth citing.
Choose your mission
Senior leadership, sized to fit
From a strategy sprint to a seat on the board, every engagement has a clear scope, clear outputs and one accountable senior lead.
Mission 01 · Ongoing
Fractional CMO
Senior marketing leadership on a part-time basis. We set the strategy, lead your team and agencies, report to the CEO and board, and stay accountable for results. Built for scale-ups, founder-led and PE-backed businesses that need a CMO's thinking without a full-time hire.
- Strategy and annual plan
- Budget and channel mix
- Team and agency leadership
- Board reporting
- Hiring support
Mission 02 · Weeks
Strategy sprint
A fixed-scope project to create a strategy for one or more channels, such as SEO and content, social and community, or CRM. You get a clear plan, practical tools and a handover your team can run with.
- Audit and investigation
- Written strategy
- Templates and playbooks
- Team workshop
Mission 03 · Long term
Monthly retainer
Ongoing, hands-on delivery for brands that want the work done, not just planned. A monthly retainer covers agency-style execution across the channels you choose, such as social media management, SEO, content production, CRM and paid media, with senior oversight, a fixed monthly scope and regular reporting.
- Fixed monthly scope
- Channel execution
- Content production
- Social media management
- Monthly reporting
Mission 04 · Months
Interim leadership
Full leadership cover when a marketing leader leaves, during a restructure, a launch or a market entry. We keep delivery moving, steady the team and set up the next permanent leader to succeed.
- Day-to-day leadership
- Team and agency reset
- Launch delivery
- Permanent hire
Mission 05 · Board
NED and advisory
An independent, commercially minded marketing voice at board level. We challenge and support the executive team on growth, brand, acquisition and what AI really means for marketing.
- Board meetings
- Plan challenge
- Executive mentoring
- Exit readiness
Mission 06 · Investors
Marketing due diligence
An independent review of a company's marketing and growth engine for investors, acquirers or boards: channel performance, brand health, customer economics, team capability, risks and the realistic opportunity.
- Channel review
- Customer economics
- Team assessment
- Value creation plan
The agent
NY→ LA→ UK
Agent Kelly brings New York energy, LA storytelling and UK style to build content, SEO, social, community, paid media, influencer, affiliate and PR functions for global consumer brands, regulated operators and challenger start-ups.
Our founder has judged the London Affiliate Conference and co-presented with a Google global search leader in London. Agent Kelly puts that experience on call.
Hand-picked
The only digital marketer on the VOOM panel
When Virgin Media and LinkedIn ran VOOM, their national competition for start-ups, Bernadette was chosen from thousands of applicants as the only digital marketing expert on the advisory panel.
She mentored the finalists through the competition and helped choose the winner, judging each business on the things that matter to investors: a clear proposition, a credible route to market and a plan to grow.
On the record
As featured in
Bernadette has been interviewed by and written for business, marketing and iGaming publications on SEO, affiliates, social media and growth.
- Manchester Evening NewsBusiness profile interview
- Gambling InsiderSEO for affiliates, Affiliate Focus
- iGB AffiliateFeatured contributor
- InterGamingThe path to affiliate success
- Virgin Media BusinessSocial media advice for start-ups
- BusinessCloudPodcast guest
- Small Business TrendsExpert commentary
- Place North WestDigital marketing demystified
- InHerSightExpert commentary
Brands we have worked with
BetfredO2Manchester UnitedHiltonM&SDebenhamsUnileverRevlonPepsiIBMAnheuser-BuschFrito-LayASOSPizzaExpressConverseBristol Myers SquibbJohnson & JohnsonP&G
Field notes
From the blog
Practical guidance on AI search, iGaming, crypto and regulated marketing, sourced from the regulators and platforms themselves. Read all articles.
Prediction markets
SEO, GEO and AEO
GEO and AEO for iGaming affiliates: what actually gets you cited by AI search
What Google's own guidance and the original GEO research say about earning citations in AI Overviews, AI Mode and AI assistants.
Read the article
iGaming
UK gambling promotions in 2026: the 10x wagering cap and mixed-product ban explained
The Gambling Commission's 10x wagering cap and mixed-product ban, and what they mean for operator and affiliate marketing.
Read the articleQuestions
Before you brief us
What is a fractional CMO?
A fractional CMO is a senior marketing leader who works with your business part-time, usually for a set number of days each month. You get board-level strategy, team leadership and accountability for results without the cost of a full-time executive hire.
Who is Agent Kelly for?
Founders, CEOs, boards and investors who need senior marketing thinking quickly. Typical clients are scale-ups without a CMO, businesses between marketing leaders, PE-backed companies preparing for growth or exit, and teams that need an expert view on a specific channel.
What are GEO and AEO?
Generative engine optimisation (GEO) helps AI assistants such as ChatGPT, Perplexity and Gemini understand, trust and cite your brand. Answer engine optimisation (AEO) helps your content become the direct answer in AI Overviews, featured snippets and voice search. Both are built into every Agent Kelly strategy.
Do you only work in iGaming?
No. iGaming, crypto and esports are areas of deep experience, but we also work with eCommerce, retail, B2B, sport, media and other regulated or consumer brands.
Where are you based?
We are based in Manchester and work with clients across the UK, Europe and North America, remotely and on site when it helps.
How do we start?
Send a short note about your business and what you need. We will arrange a briefing call, and if there is a fit we will send a clear proposal with scope, timings and fees.
Next step
Brief us.
Tell us where the business is heading and what is getting in the way. We will reply within two working days with an honest view on whether, and how, we can help.