Founder Bio: Edwin

With close to 30 years in marketing and more than two decades in senior leadership, Edwin has built and led high-performing marketing teams across financial services, technology and professional services sectors. His work spans brand positioning, communications strategy, digital transformation and integrated campaign delivery, always aligning marketing execution with long-term commercial objectives.

During his time at Skipton Business Finance, Edwin led marketing, communications, PR and telemarketing functions for over 15 years. Operating under the Skipton Building Society Group umbrella, he drove a strong national brand presence while remaining hands-on in shaping campaigns that strengthened market visibility and supported sustained growth.

Earlier in his career, Edwin was part of the senior leadership team at AXA, contributing to the development and launch of the Bluefin brand following AXA's acquisition and consolidation of 43 businesses. The programme unified operations representing over £100m in turnover and 2,800 employees, delivering a coherent brand identity across a complex organisation.

Today, through Roled, Edwin provides Fractional CMO support, strategic consultancy and embedded interim leadership for businesses seeking experienced marketing direction at board level, paired with practical, commercially-focused execution.

Outside of work, he's a proud dad to two energetic boys and enjoys sport, travel, writing and creative projects. He also runs a watch review channel sharing in-depth, hands-on perspectives for enthusiasts.