EDGE RESHAPES SENIOR TEAM WITH STRATEGY-FIRST PROMOTIONS

Edge Marketing has announced five senior promotions as part of a strategy-first restructure designed to align strategy, creative and performance more closely with client business objectives. The changes include the creation of a Strategy & Performance Director role for Luke Gosha and new leadership positions across SEO and paid media.

Independent agency Edge Marketing (EDGE) has unveiled five senior promotions as part of a strategy-first restructure designed to deliver more connected thinking and stronger commercial outcomes for clients. The move signals a deliberate shift towards a consulting-led model, aligning strategy, creative and performance capabilities more closely with client business objectives.  

CEO Rohan Dwyer said the restructure reflects a recognition that clients are not focused on individual marketing channels but on broader commercial goals such as growth, market share, customer acquisition and profitability. “Our clients aren’t looking at their businesses through the lens of SEO, paid media or creative alone. They’re looking at growth and the challenges standing in the way. Our role is to understand those objectives first, then bring together the right combination of expertise to achieve them,” he explained.  

Dwyer emphasised that while technology and automation have made execution more efficient, the true competitive advantage lies in strategic thinking. “When everyone has access to increasingly similar tools, the difference comes from knowing which levers to pull, when and why,” he said.  

At the centre of the restructure is the appointment of Luke Gosha, recently arrived from London, to the newly created role of Strategy & Performance Director. Gosha will oversee EDGE’s strategic and performance direction, leading capabilities across SEO, GEO, Answer Engine Optimisation, Google, Meta, paid media and creative services. “We didn’t have an existing role that reflected the scale of Luke’s experience or the value he could bring, so we created one,” Dwyer noted. “Luke’s appointment ensures clients benefit from senior strategic thinking translated directly into creative and performance execution.”  

Gosha said the new structure would enable EDGE to address broader client challenges beyond individual channels. “Clients don’t buy channels. They invest in growth. Our role is to understand what the business is trying to achieve, identify barriers and bring together the right expertise to solve those challenges,” he said.  

The restructure also elevates Valerie Condit from Senior SEO Specialist to Head of SEO, where she will lead 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.  

Meanwhile, Susan Harangi has been promoted from Paid Media Supervisor to Paid Media Lead, taking responsibility for the agency’s paid media capability while collaborating with SEO, web development, creative and client support teams.  

Further strengthening the paid media division, Tanya Siripatrachai has advanced from Paid Media Specialist to Meta Senior Specialist Lead, and Quentin Yeh has been promoted from Specialist to Google Senior Specialist Lead. Both will report to Harangi, ensuring tighter integration across platforms.  

“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.”