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 journalists and blagging her way through the old-school media world), through to lobbying in the City, and now leading corporate affairs for a FTSE-listed retailer in a sector that changes by the hour. Tatiana shares what people get wrong about lobbying, why corporate voice must be consistent across government and media, and how Currys manages peak season, customer expectations and a rapid digital transformation — all while keeping the business protected from reputational risk. This episode is packed with practical insights on crisis planning, influencing senior leaders, building internal trust, and staying calm when the unexpected inevitably hits. • What corporate affairs actually does inside a retailer like Currys • Why PR and lobbying now overlap more than ever • How to talk to government, the media and customers with one voice • Why customers shape every piece of corporate messaging • The truth about hybrid retail and why stores still matter • How Currys manages Black Friday pressure and peak trading comms • Inside a real “war room”: live data, media angles & rapid response • How to get senior leaders to listen — without becoming a yes-person • What makes great comms people: listening, curiosity, resilience • How to plan for crisis, test your plan and handle the moment it hits • Why authenticity wins in modern leadership and public comms

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 Italy to London, from fashion to tech, and from agency life to leading Samsung's affiliate strategy across Europe. We cover everything: • How to build an affiliate programme from scratch • How Samsung manages partners, compliance and scale • Why creative versioning increases conversion by up to 60% • The biggest affiliate risks nobody warns you about • How to select partners, onboard them and avoid wasted spend • Why “trust” and “alignment” are as important as commissions • How to measure success and communicate it upwards and downwards • The lightning round: best campaigns, favourite tools and big wins If you work in performance marketing, ecommerce, tech, partnerships or digital strategy—this is a masterclass. • What affiliate marketing actually is (beyond last-click) • The partners that matter: cashback, content, CSS, influencers • How Samsung chooses and manages affiliates • Why audience understanding shapes your affiliate plan • How product launches work across affiliate channels • Why creative versioning boosts conversions by 60% • Managing internal politics & product category owners • Affiliate risks: code leaks, keyword bidding, misaligned messaging • Tools agencies use to detect misuse & protect the brand • Reporting, success metrics & how to influence senior stakeholders

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 undervalued ingredient in great marketing. We also explore: • Why the consumer mindset is nothing like the corporate mindset • Why electric vehicles create confusion, hesitation and stalled sales • Why government pressure and OEM competition make brand differentiation harder • How marketers can avoid internal blindness and stay outward-looking • The future of automotive storytelling and electric brand positioning Ends with a teaser for the bonus AI episode. • Ford’s scoring model for partnership evaluation • How to convince internal stakeholders • Why regional markets resist central strategy • EV confusion & consumer psychology • Why creative context matters across media partners • Where Amazon, Vogue and Condé Nast partnerships succeeded • Why trust beats micromanagement • Lessons from failed partnerships • The future of automotive differentiation • Why marketers must bring “the outside world” in

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 Formula Ford to the World Endurance Championship and the Ford GT programme, Will explains how these partnerships shaped his thinking about audiences, storytelling and commercial value.  We also go deep on Ford’s long-running partnership with Ken Block—how it started, what made it work, and why his audience offered something no traditional media buy ever could.  This episode is packed with honesty about internal politics, audience segmentation, budgeting, misused sponsorships, and why data (not opinions) has to lead decision-making. 

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.

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 strategy — and he spills the truth about what really drives results in the auto world. From reviving a marketing portal no one was using, to convincing busy retailers to actually do the right marketing, to navigating the madness of EV launches, AI shaking up search, and customers walking in more informed than ever… nothing is off the table. We also dive into Suzuki’s Good Different brand platform, the future of automotive marketing, and Tom’s most underrated advice for anyone working with partners, networks or franchise models. If you want honest insight, big opinions and zero corporate fluff, this one’s for you.

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 organisation. They dive into the ethical grey areas the aesthetics world rarely talks about, including the surprising crossover between human medical devices and veterinary use, and the responsibility marketers carry in shaping healthier beauty and wellbeing narratives. From capability gaps to brand storytelling to the future of professionalism in aesthetics marketing, this episode offers honest insights from someone shaping the sector from the inside.

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. 

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!