BrandJoe

Bridging the chasm.

Positioning brands for cultural relevance. Brand, D2C, eComm, partnerships, creative content & campaigns, data and commercial. I've done it from inside rights holders, the platforms trying to monetise them and brands.

Get in touch

Brands I've worked with

  • Adobe
  • Capgemini
  • Citroën
  • Citibank
  • General Tire
  • HP
  • IBM
  • Virgin
  • IHG
  • Oracle
  • Sage
  • TomTom
  • Toyota
  • Visa

Trusted by rights holders and Fortune 500 brands across the globe.

Portrait of Joe Edwards
About me

Joe Edwards, BSc || FIDM || mCIM.

Award-winning marketing and brand leader across sport, lifestyle and entertainment.

Building brands fans actually want to follow, then the commercial propositions, media valuations and first-party data that turn that following into revenue. As the rights holder building fandom, inside the platforms trying to monetise it and brands.

Imagination and graft, in equal measure: the idea that earns a fan's attention, and the work it takes to prove it worked.

Brand and culture are the headline. Data is what makes it convert.

Services

  • Strategy & Brand

    Brand positioning and repositioning, backed by the multi-channel marketing strategy that turns it into real impact.

    1B+ global reach, FIBA “This Is My House”
    +14pt NPS, BBL rebrand

  • Culture & Fandom

    Content and campaigns fans actually care about: athlete storytelling, creator partnerships that turns audiences into community.

    19M impressions, General Tire Dunk Contest, The O2
    5.3M video views, General Tire Dunk Contest, The O2

  • Digital Transformation

    AI-led CRM, CDP and segmentation that actually know your fans, not just log them: personalisation at scale, and the insight commercial teams need to sell.

    +18% subscribers, NFL Game Pass
    $1M media spend saved, NFL Game Pass

  • Commercial & Media IP

    D2C, eComm, sponsorship, partnerships, creator networks and media IP propositions that turn audience and data into revenue.

    Millions in revenue built across multiple rights holders

  • Event Marketing

    Activations built for the room and the feed: takeovers, stunts, product launches and ticketing.

    Sell-out events and seasonal revenue growth across multiple rights holders

  • People & Performance

    Motivated proactive teams: organisational structure, leadership, coaching, plus the systems and frameworks that keep score.

    Awarded Marketing Team of the Year

Insights

  1. Notes on fandom, first-party data and the commercial model, written from the rights-holder seat and the platform seat.

    All insights

Ventures

Let's
talk.

LinkedIn /in/brandjoe Instagram @brandjoe London, UK