EDGE Reshapes Leadership Team

Independent agency Edge Marketing (EDGE) has announced five senior promotions as part of a restructure designed to deliver more connected thinking and stronger commercial outcomes

The new structure brings the agency’s strategy, creative and performance capabilities into closer alignment, allowing EDGE to bring together the right expertise around each client’s business objectives rather than individual platforms or channels.

Edge Marketing CEO Rohan Dwyer said the changes reflect a deliberate shift towards a more holistic consulting model, where strategy starts with the client’s broader business objectives rather than individual marketing channels. 

“Our clients aren’t looking at their businesses through the lens of SEO/GEO, paid media, creative or any other individual channel, and neither should we,”

Dwyer said.

“They’re looking at growth, market share, customer acquisition, profitability and the challenges standing in the way. Our role is to understand those commercial objectives first, then bring together the right combination of strategy, creative and performance expertise to help achieve them.

“Technology and automation have made execution more efficient and accessible than ever, but that only makes strategic thinking more valuable. When everyone has access to increasingly similar tools, the competitive advantage comes from understanding which levers to pull, when and why.”

Following his recent arrival from London, Luke Gosha has been promoted to the newly created position of Strategy & Performance Director. Gosha will lead the strategic and performance direction of EDGE’s client partnerships, overseeing its SEO, GEO, Answer Engine Optimisation, Google, Meta, paid media and creative services capabilities.

“We didn’t have an existing role that reflected the scale of Luke’s experience or the value he could bring to our clients, so we created one,”

Dwyer said.

“Luke’s appointment gives clients access to senior strategic thinking that can be translated directly into creative and performance execution. It means we are focused on knowing which levers to pull, when and why, not simply how.”

Gosha said the new structure would help EDGE address broader client challenges and identify opportunities extending beyond individual channels.

“Clients don’t buy channels. They invest in growth,”

Gosha said.

“Our role is to understand what the business is trying to achieve, identify the barriers standing in its way and bring together the right strategic, creative and technical expertise to solve those challenges.”

The senior team restructure also sees Valerie Condit promoted from Senior SEO Specialist to Head of SEO, leading EDGE’s organic search capability across SEO, AEO and GEO. Condit will work closely with Gosha to connect strategic direction with day-to-day implementation.

Susan Harangi has been promoted from Paid Media Supervisor to Paid Media Lead. She will lead the agency’s paid media capability while collaborating with its SEO, web development, creative and client support teams.

Tanya Siripatrachai has been promoted from Paid Media Specialist to Meta Senior Specialist Lead, and Quentin Yeh has advanced from Specialist to Google Senior Specialist Lead. Both will report to Harangi.

“These changes are about getting the right people into the right roles so strategy, creative and performance can work together to solve bigger business challenges,”

Dwyer said.

“That is where EDGE creates value for clients, and it is where we are continuing to invest.”