The UnEDited Marketing Podcast

Lucy Whittington: Software, Simplicity & the Human Side of Marketing That Actually Works

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.

Matt Desmier: Positioning, Innovation, and Culture - Rethinking How Businesses Create Value

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.

Gretta Fitzpatrick: Wellness marketing, stakeholder alignment & building smarter campaigns

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. 
 

Keith Wilson: Banning Fundraising & Reframing Charity Engagement

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. 

Season 2 The UnEDited Podcast Trailer

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.

Frederik Boysen: Scaling Mistakes, Real ROI & Fixing eComm Data

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. 

Charlotte Day: Saying Yes, Scaling Up & Staying Authentic

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. 

Calvin Innes: Nerd Culture, Brand Loyalty and Creating Genuine Connections

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. 

Helen Cutmore: Balancing E-Commerce, Retail, and Brand Growth

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. 

Matthew Leopold: Leadership, Brand Strategy, and AI in Legal Tech

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!