What happens when you're spending hundreds of thousands a day on Meta ads, the revenue looks great... and then the business nearly collapses?

In this episode of UnEDited, Ed sits down with Fredrik Boysen, founder of ProfitMetrics.io, to talk about how measuring the wrong things nearly cost him everything. They explore why so many brands and marketing teams are still relying on revenue-based reporting, what real ROI actually looks like, and how Fredrik turned that near-disaster into a platform that's helping businesses track what really matters.

If you're in eCommerce, work agency-side, or just want to have smarter conversations about marketing performance, this one's for you.

In this episode of UnEDited, Ed sits down with Charlotte Day, Head of Sales and Marketing at New Forest Ice Cream, to chat about what it really takes to grow a heritage brand without losing what makes it special. From her hospitality roots to leading a rebrand, Charlotte shares how she’s helping the business scale up, reach new customers, and create flavours chefs (and the rest of us) actually want.

They talk about the power of saying yes and figuring it out later, why relationships are everything in business, and how authenticity, teamwork, and a few scoops of pineapple sorbet can go a long way. Sweet, smart and seriously insightful.

What do Pokémon, K-pop and B2B onboarding processes have in common? More than you’d think, especially if you're a marketer.

In this episode of UnEDited, Ed sits down with Calvin Innes, Creative Director and GM at JVM Nerd, to talk about the rise of nerd culture, the power of fandom, and why brands that want real loyalty need to move beyond audience building and start creating genuine connections.

From gamifying corporate training to collaborating with pop culture IPs, Calvin shares what it takes to tap into passionate communities (without getting it horribly wrong), and why understanding your audience is all about knowing what they care about and WHY!

Whether you're B2C, B2B, or still pretending this doesn’t apply to your brand, this one's packed with insights that might just change how you think about marketing.

Hey there, listeners! In this episode of UnEDited, Ed sits down with Helen Cutmore, Marketing Director at De’Longhi, to tackle one of the biggest headaches in modern marketing. How do you balance e-commerce with retail without losing your brand in the process?

With a CV that includes Bacardi, PepsiCo, and now De’Longhi, Helen knows exactly what it takes to adapt global brands to local markets, navigate the tension between brand-building and performance marketing, and prove that retail still has a place in a digital-first world.

She also lifts the lid on what great marketing leadership actually looks like, how to structure teams that actually deliver, and the lessons she’s learned from moving across industries.

If you’re leading a marketing team, shaping brand strategy, or just love hearing how the biggest names in the industry make the big calls, this one’s for you.

If your sales and marketing teams can often feel more like rivals than allies, this episode is for you.

Ed sits down with Matthew Leopold, Head of Brand, PR & Content at LexisNexis, to break down what it really takes to align these two powerhouses. They get into why so many sponsorships fall flat, how to build a brand with real impact, and the leadership skills that separate the best from the rest.

Matthew also shares his perspective on the future of marketing in legal tech, where AI is reshaping everything from brand positioning to customer trust. With years of experience navigating the intersection of marketing, law, and technology, he reveals the risks and opportunities leaders need to know about now.

Packed with practical insights, hard truths, and a few laughs along the way, this is one conversation marketing leaders won’t want to miss. Tune in now!

In this episode of UnEDited, Ed sits down with Haley McPherson, Group Marketing Director at Enra Specialist Finance, to break down the challenges of marketing in a world where relationships drive success.

They dive into how to balance brand-building with hardcore sales, the art of working with intermediaries (and getting them to actually sell your product), and why marketing in specialist finance is anything but boring. Haley also shares her insights on building a powerhouse marketing team and how to make an impact in a risk-averse industry.

If your business relies on partnerships, sales teams, or reputation-led marketing, this one’s for you!

In this episode of UnEDited, Ed catches up with Robin Hancox, Head of Sales and Marketing at The Mayflower Theatre and Mast Studios, to chat all things theatre, marketing, and community magic. Robin shares what it takes to put bums on seats (literally) at one of the biggest theatres in the South, how they’re keeping the arts alive post-pandemic, and why getting younger audiences hooked on theatre is more important than ever.

From navigating the logistics of touring productions to convincing a city to rally behind its theatre, Robin’s got the stories, the insights, and maybe a little bit of theatre gossip. Whether you’re a marketing pro, a lover of the arts, or just wondering how a show makes it from stage to city, this episode will have you thinking differently about what goes on behind the curtain.

Grab a cuppa and tune in, you don’t want to miss this one!

In this episode of UnEDited, Ed sits down with Alex Hayes, founder of Digital Transformation Nation, to demystify the often misunderstood world of digital transformation. Wondering why 70% of these projects fail? Spoiler: it’s rarely the tech. Alex unpacks the real secrets—how culture and bold leadership can make or break a transformation, and why it’s often more about people than software. If you're a CEO, marketer, or simply trying to navigate the chaos of digital change, this episode is packed with refreshingly candid insights and practical tips. Don't miss this no-nonsense guide to getting transformation right.