The UnEDited Marketing Podcast

Corporate comms isn’t glamorous — it’s pressure, politics and problem-solving at speed. In this episode, Tatiana Raikes, Head of External Communications & Corporate Affairs at Currys, takes us inside the real world of crisis comms, government relations and reputation management in one of the UK’s biggest retailers. We cover everything from her early days in PR agencies (cold-calling journalist...

Affiliate marketing is one of the most misunderstood channels in modern marketing. In this episode, Germana Mitrani, Affiliate Marketing Manager for Samsung’s MX Division (mobile experience), joins Ed to break down what affiliate marketing really is, how Samsung runs it at scale across smartphones, tablets, watches and laptops, and how to do it properly. Germana shares her unusual journey from Ita...

n part two with Will May, we go deeper into the operational and strategic side of Ford’s marketing engine. We break down the partnership scoring matrix, the challenges of Europe-wide activation, and how siloed markets create friction between strategy and execution. Will also shares what he’s learned from Ford’s partnerships with Amazon, Condé Nast, Vogue and Red Bull, and why trust is the most und...

What does partnership marketing really look like inside Ford?  In this episode, Will May, Paid Media & Brand Partnership Manager for Ford of Europe, takes us inside one of the most complex marketing machines in global automotive.  Will shares how he moved from accounting (!) to dealer sales, to fleet sales, to CRM, and then into the high-octane world of motorsport marketing.  From WRC and Form...

Higher education marketing has never faced more pressure. With shifting government policy, global competition, rising expectations from international students, and institutions wrestling with slow internal processes, the sector is being forced to transform. In this episode, Ed speaks with Morgan Summers-Smith, Student Promotion Marketing Manager at Birmingham Business School, about what it really...

Why is automotive marketing still so chaotic, relationship heavy and gloriously messy behind the scenes? In this episode of UnEDited, Ed sits down with Tom Grimshaw, Network Marketing Manager at Suzuki GB, to expose the reality of supporting over 100 retailers who all want different things at the same time. Tom’s a lifelong petrolhead who’s done it all — dealership sales, agency life, manufacturer...

In this episode of UnEDited, Ed sits down with Lauren Clements, UK Marketing Lead at BTL Aesthetics, to explore the reality of working in a fast growing industry that’s still learning how to market itself. Lauren shares how she went from clinic floor social media to national strategy with no formal training, what she wishes she’d known earlier and how she built trust inside a sales led organisatio...

In this episode of UnEDited, Ed sits down with communications strategist Lotti Bruce, Group Marketing Director for The Pig Hotels, to unpack what truly makes messaging land in todays fast-moving world. Drawing on her extensive experience across corporate, public sector, and brand environments, Lotti shares practical insights on how organisations can communicate with confidence, even when navigatin...

In this episode of UnEDited, Ed sits down with crisis communications expert Jon-Paul Gabriele from Immersive to explore what really happens when brands are blindsided by disaster. From sudden social media firestorms to full-scale reputational meltdowns, Jon-Paul shares raw insights and real-world stories from the front lines, including why social media has become the first responder in any crisis,...

This time, Ed sits down with Aren Grimshaw, Global Integrated Marketing Leader at ZF Group, for an honest look at what it really takes to bring sales and marketing together. Aren shares why finding balance between these teams is critical for business success, what being a strong leader truly looks like, and why it’s perfectly fine not to have all the answers. He also dives into the power of storyt...

Software brands love to overcomplicate things — endless features, messy tools, and zero focus on the humans using them. In this episode of UnEDited, Ed sits down with Lucy Whittington from Inspired Business Marketing marketing strategist, bestselling author, and founder of Brilliant Business Things, to talk about why so many software companies keep getting marketing wrong. From deciding whether yo...

In this episode of UnEDited, Ed sits down with Matt Desmier - creative strategist, innovation consultant, and founder of Silicon Beach. Together, they explore why most businesses are getting positioning wrong, how culture fuels real innovation, and what it takes to build brands that create genuine value. From his work with university spinouts to his bold approach to personal branding, Matt shares...

In this episode of UnEDited, Ed sits down with Gretta Fitzpatrick, Head of SMB for Europe at Wellhub (formerly Gympass), for a straight-talking conversation on what it really takes to build a high-impact marketing function inside a fast-growing wellness business.  They get into the nuts and bolts of aligning with sales, navigating complex stakeholder dynamics, and turning marketing into a true rev...

What happens when you ban the word “fundraising” at a charity that needs to raise over £10 million a year?  In this episode of UnEDited, Ed sits down with Keith Wilson, Head of Engagement and (formerly) Fundraising at Hampshire and Isle of Wight Air Ambulance, to unpack how he’s challenging the traditional charity model. Keith shares how ditching outdated language and breaking down silos between m...

The UnEDited Season 2 Podcast is underway and will be with you soon! Here's a sneak preview of what to expect on the podcast this season.

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 Frederik 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 repo...

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 w...

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....

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, na...

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...

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...

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...

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 yo...

In this episode of UnEDited, Ed chats with Paul Bolwell, the man who took Wiggle from a tiny bike shop’s backroom to a global e-commerce powerhouse. Paul opens up about the mental health challenges that came with scaling a multi-million-pound business and the personal cost of success.   Expect straight-talking insights on building a business, managing the chaos of success, and why it’s so importan...

Ever wondered how to build a brand that stands out in the chaos of complex, decision-heavy organisations? In this episode of UnEDited, Ed sits down with the brilliant Collette Lux, Chief Commercial Officer at VTCT, with a portfolio as impressive as it is inspiring: Unilever, the BBC, King’s College, and UCL. She’s been everywhere, seen everything, and got the T-shirt.  Collette shares how she’s ap...