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 navigating complex high-stakes situations. From crafting messages that resonate across diverse audiences to building trust through transparency and clarity, Lotti brings real-world stories and examples that reveal what great communication looks like behind the scenes. If you’ve ever wondered why some messages inspire action while others fall flat, this episode is a must-listen.

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, how KFC turned a national embarrassment into a PR masterclass, and why the best crisis plans don’t just save brands but protect people. If you’ve ever thought, “That would never happen to us,” this episode is a must-listen.

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 storytelling and how building the right culture can drive both brand and team growth.

If you’re leading a team or steering a brand, this episode is packed with straight-talking insights you’ll want to hear.

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 you’re the Ryanair or the BA of software, to cutting the tools that cause more chaos than clarity, Lucy shares what it really takes to build trust, get referrals, and create marketing that actually works.

Smart, honest, and full of no-fluff insights — this one’s for every marketer and founder who’s ready to make tech make sense again.

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 honest, thought-provoking insights that challenge the status quo. A must-watch for marketers, leaders, and innovators ready to think differently.

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 revenue driver rather than just a service function. Gretta shares how her background in performance media and agency life shaped her in-house leadership style, why taking on big risks early can fuel career growth, and what she’s learned about leading lean, effective teams that deliver results. 

If you’re a marketing leader looking to do more with less, collaborate better with commercial teams, or just want an honest take on marketing that actually works, this one’s for you. 

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 marketing and income generation has transformed the way his team works — and the results speak for themselves. 

Expect real talk about leadership, loyalty, and long-term thinking, plus insights into how corporate partnerships, storytelling, and team culture can be powerful revenue drivers. If you work in charity marketing, lead a purpose-driven organisation, or just want to rethink how you engage your audience, this episode is for you. 

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 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.