EDGE bets on strategy in five-person leadership shake-up

Independent agency EDGE has reshaped its senior leadership team with five promotions as it moves towards a strategy-first model connecting creative, search and paid media.

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The restructure is designed to organise the agency around clients’ broader commercial objectives rather than individual marketing channels. It brings EDGE’s strategy, creative and performance capabilities into closer alignment.

Rohan Dwyer, CEO of Edge Marketing, said clients were increasingly focused on outcomes including growth, market share, customer acquisition and profitability.

“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.

“Technology and automation have made execution more efficient and accessible than ever, but that only makes strategic thinking more valuable.”

Luke Gosha takes new strategy role

Luke Gosha has been promoted to the newly created role of strategy and performance director following his recent arrival from London.

Gosha will oversee the strategic and performance direction of EDGE’s client partnerships. His remit covers SEO, GEO, Answer Engine Optimisation, Google, Meta, paid media and creative services.

Dwyer said EDGE created the position to better reflect Gosha’s experience and give clients access to senior strategic thinking that could translate into execution.

“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.”

Four more leaders step up

Valerie Condit has moved from senior SEO specialist to head of SEO, leading EDGE’s organic search capability across SEO, AEO and GEO. She will work closely with Gosha to connect strategy with implementation.

Susan Harangi has been promoted from paid media supervisor to paid media lead. She will oversee the agency’s paid media capability while working across SEO, web development, creative and client support.

Tanya Siripatrachai has moved from paid media specialist to Meta senior specialist lead, while Quentin Yeh has been promoted from specialist to Google senior specialist lead. Both will report to Harangi.

Dwyer said the changes were aimed at putting “the right people into the right roles” so the agency’s strategy, creative and performance teams could work together on broader business challenges.