Ed Carney
I’m Ed Carney, a senior marketing consultant and fractional CMO with 25+ years of experience helping businesses turn commercial ambition into clear marketing strategy and action.
About
I’m Ed Carney, a senior marketing consultant and fractional CMO with 25+ years of experience helping businesses turn commercial ambition into clear marketing strategy and action.
What I enjoy most is working directly with ambitious B2B SME founders and leadership teams to properly get underneath a business and work out where the biggest opportunities sit.
That can mean developing the value proposition, sharpening brand positioning, assessing the competitive landscape, defining points of difference, identifying the ideal customer profile, establishing the strongest routes to market, developing go-to-market strategy and making sure marketing is aligned with the wider commercial objectives of the business.
For me, strategy comes first.
Once the direction is clear, I turn it into a practical marketing plan that can actually be delivered.
And I’m not someone who simply hands over a strategy deck and disappears.
I’m a creative marketer too, so I really enjoy getting involved in the execution: writing copy, developing content, creating video, building campaigns, improving websites, developing email activity, supporting lead generation and turning ideas into something tangible.
Before starting my own consultancy, I spent more than 15 years leading marketing at Skipton Business Finance, part of Skipton Building Society Group, working closely with senior leadership and sales teams across strategy, brand, digital, content, PR, CRM, events and customer acquisition.
Today, I work with founders and leadership teams across a range of businesses, often acting as a fractional marketing lead or CMO: bringing senior-level marketing thinking into the business without the cost or commitment of a full-time senior hire.
My approach is straightforward:
Strategy first.
Tactics second.
Creativity to bring it to life.
And marketing with a clear commercial purpose.
- 28 years' experience
- Joined October 2026
Industry experience
- Financial Services
- Professional Services
- Energy & Utilities
- Computers & Electronics
- Manufacturing
- Software & Internet
- Transportation & Logistics
Work experience· 4 roles
Partner with founders and senior leaders of scaling B2B businesses to strengthen propositions, identify growth opportunities, and create go-to-market routes aligned to commercial objectives. Develop full-funnel acquisition programs to improve market visibility, generate qualified demand, and support customer acquisition. Lead hands-on delivery across brand strategy, digital marketing, PR, content, and integrated campaigns, with accountability for implementation, optimization, and measurable commercial outcomes. Design marketing systems, customer journeys, and workflows to improve consistency, scalability, lead management, and operational efficiency.
Owned end-to-end marketing strategy and delivery, translating commercial objectives into integrated plans. Partnered with the Managing Director, Executive Board, senior leadership, and sales teams to identify growth opportunities, prioritize investment, and align marketing activity with lending, pipeline, and revenue objectives. Built full-funnel acquisition programs targeting SMEs and delivered consistently attributable annual revenue, involving hands-on campaign planning, copywriting, and execution across digital, direct marketing, CRM, content, PR, events, and ATL/BTL. Developed partner-facing marketing programs and content for financial intermediaries (e.g., commercial finance brokers, accountants, and professional introducers) to strengthen engagement, relationships, and lead generation. Defined and evolved brand positioning and governance, and designed an in-house CRM and pipeline reporting framework to strengthen attribution, pipeline visibility, lead progression, and performanc
Contributed to development and UK launch of the Bluefin brand, supporting the transition from Thinc and the consolidation of 43 acquired businesses into a single national financial-services brand through aligned positioning, messaging, communications, and integrated marketing activity. Planned and delivered national events, executive round tables, and client engagement programs to strengthen brand visibility, professional relationships, and business development activity.
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