FSB has further strengthened its commercial leadership in the North American market, promoting Lisa Waterfield to the position of Director of Sales for the region.

In her new position, Waterfield will be responsible for maintaining momentum FSB’s North American expansion, which has included partnerships in several US states and licence approval in the newly regulated Ontario betting sector. 

FSB’s new North America Sales Director has served with the sports betting and igaming supplier in the capacity of Business Development consultant and later as Sales Manager for sportsbook and igaming for over two years.

Waterfield remarked: “Working in a consultancy capacity for FSB over the last two years has been exhilarating and the opportunity to join the organisation full time has always been an aspiration of mine.

“The dual proposition of our world-class proprietary product offering and dynamic, talented North American team has been the fire behind our striking surge in the US and Canada over the last 12 months. This growth journey will continue and I feel immensely excited to be playing a full time role in it.”

Prior to joining FSB two years ago, Waterfield had accumulated three decades experience in gaming, having held roles at firms such as Aristocrat, WMS and Acres Gaming – in doing so gaining an understanding of different product verticals, regional markets and their segments. 

Earlier this year, – whilst in her Sales Manager role – Waterfield spoke to SBC Americas about the significance of the tribal gaming sector to the FSB’s operations.

Ian Freeman, Chief Revenue Officer at FSB, said: “These are hugely exciting times for FSB in North America as we continue to build new state and province partnerships across the region. 

“The promotion of Lisa to a leadership role in the organisation is testament to the instrumental part she has played in this story of momentum and growth over the last year. 

“Her comprehensive industry experience and mastery for building and nourishing client relationships has enabled us to form powerful partnerships in the US and Canada.”

Waterfield’s promotion is the latest in a series of key senior appointments made by FSB, as the firm keeps focus on its global growth strategy in both the Americas and Europe, having appointed Chris Graham as Head of B2B Marketing and Ken Patterson as Global Delivery Director. 

Mike Van Erman, FSB’s VP of Business Development – who discussed the firm’s US journey with SBC Leaders last month – is the current lead at the company’s North American Business Development team, with whom Waterfield will be working closely with.

Freeman concluded: “I’ve no doubt that she will be integral to the realisation of our goal of becoming North America’s leading tier one service provider in the B2B sports betting and icasino segment.”