Transforming Ideas to Reality, Seamlessly.

Interim executive support focused on marketing and talent development.

Transforming Ideas to Reality, Seamlessly.

Interim executive support focused on marketing and talent development.

Services

Strategy & Planning

Capacity Development

I create smart, practical marketing, go-to-market, or HR strategies and budgets that align with your business goals—so you can use your resources effectively and grow faster.

Capacity Development

My focus is on building and enhancing high-performing teams through systematic recruitment, role development, coaching, and implementing effective change management strategies.

Marketing Foundation

Capacity Development

Campaign Oversight & Optimization

I lay the groundwork for a robust marketing framework, establishing clear brand positioning and messaging, conducting competitive analysis, and gathering content and customer insights to ensure your marketing efforts have a powerful impact.

Campaign Oversight & Optimization

I manage and refine strategy execution by choosing appropriate tools, defining compelling value propositions, creating supportive content and sales tools, steering campaigns, and monitoring KPIs to enhance return on investment.

Growth

Campaign Oversight & Optimization

Executive Guidance

I work with you to identify and apply strategies to break through growth barriers, refine marketing and sales funnels, introduce new products, and help you break into new markets.

Executive Guidance

Campaign Oversight & Optimization

Executive Guidance

I provide strategic leadership that ensures your marketing efforts are closely aligned with your broader business goals, while also delivering valuable insights to executives, investors, and other key stakeholders.

About

Vani Edwardson

Where I'm headed

Where I've been

Results-driven executive with 25 years of experience in B2B product marketing, vertical market solutions, professional services, and SaaS strategies. Proven track record across a spectrum of organizations, from small startups to large enterprises.

Where I've been

Where I'm headed

Where I've been

My time at large firms like Nortel, Mitel, Bell Canada, and Nanometrics equipped me with a solid foundation in go-to-market and product marketing. These roles were balanced by opportunities at smaller companies where I enjoyed the “all hands” challenge of driving growth in resource-constrained environments.

Where I'm headed

The pandemic led me to rethink my purpose and where I could have a meaningful impact. In 2022, I founded Ryval to focus on making an impact by helping Canadian talent and businesses thrive.

Book a Call

Portfolio

Delivering 7X ROI

Rewiring Strategy & Structure

Delivering 7X ROI

How a lean marketing team with a limited budget successfully implemented a focused strategy to drive significant business growth and achieve long-term objectives, despite resource constraints.

Macadamian Technologies

Unlocking Growth

Rewiring Strategy & Structure

Delivering 7X ROI

Ineffective marketing, low user engagement and increasing competition, Physiotec was facing a stark reality: act quickly to build a scalable growth engine, or risk stagnation.

PHYSIOTEC

Rewiring Strategy & Structure

Despite ambitious growth goals, team development and operational project delivery needed refinement to achieve long-term objectives.

SIDI.IO

Scalable Plan for Growth

Unifying Brand & Strategy

Rewiring Strategy & Structure

In December 2022, CartoVista, a SaaS platform for interactive GIS mapping, faced a critical growth roadblock—no in-house marketing expertise - the CEO was stretched thin.

CartoVista

Unifying Brand & Strategy

LeadPulse.io had technical marketing expertise, but its brand didn’t tell the right story. With no dedicated marketing team, the CEO was stretched thin—juggling sales, client management, and marketing alone.

Leadpulse.io

HR - Social to Strategic

Unifying Brand & Strategy

Lacking a clear HR structure, data, or strategy, the company risked falling behind in attracting and retaining top talent. Tasked with rebuilding HR, led a transformation initiative focused on strategy, efficiency, and talent optimization.

Macadamian HR

Impact

LeadPulse

Macadamian Technologies

LeadPulse

"Vani was instrumental in developing our marketing strategy, and helped shape our programs. She brings tremendous expertise in understanding customer needs, to shape brand messaging." Syed Hussain, CEO LeadPulse.io

Physiotec

Macadamian Technologies

LeadPulse

"Vani is an exceptional leader—sharp, results-driven, and always ready to take on new challenges with confidence and expertise. She has a remarkable ability to drive initiatives forward, ensuring that goals are not only met but exceeded." Daniel Guay, VP Finance & Human Resources, Wibbi (formerly PhysioTec)

Macadamian Technologies

"It's a rare day when you can hire someone without second guessing, that is Vani Edwardson for you. for starter ask her about the time she managed with her amazing team to turn $1 of marketing spend into $7 of revenue." Fred Boulanger, CEO, Macadamian

Work Style

Here for you

Build a Foundation – $15K/month

I partner with no more than two companies at any one time on a monthly retainer. Think of me as an interim marketing leader—here to build your team, set the strategy, and get things moving while you search for your long-term hire.

Build a Foundation – $15K/month

For early-stage companies laying the groundwork before hiring in-house.

What I bring: Go-to-market strategy, Quarterly plans, budgets & KPIs, Messaging, positioning, brand refresh, and content roadmap.

What you get: ~12 hrs/week of live support (meetings, 1:1s, reviews), Asynch Slack/email access Monday–Friday

Interim Leadership – $12K/month

For companies that need a steady marketing hand but don’t have a full-time leader yet.

What I bring: Operational planning, budgets & KPIs, Team guidance & coaching, Hands-on help with execution

What you get: ~8 hrs/week of asynch support, Slack/email access Monday–Friday

Turnkey Projects - Custom Quote

Interim Leadership – $12K/month

For companies that need brand and content leadership—without building an in-house team.

What I bring: Brand and content strategy,

Leadership for website refreshes, campaigns, and launches, Finalized messaging and polished creative assets.

Need something else? Ask me about my trusted referral network.

Interim executive support focused on marketing and talent development.

Interim executive support focused on marketing and talent development.

Services

Strategy & Planning

Capacity Development

Capacity Development

Capacity Development

Capacity Development

Capacity Development

Marketing Foundation

Capacity Development

Campaign Oversight & Optimization

Campaign Oversight & Optimization

Campaign Oversight & Optimization

Campaign Oversight & Optimization

Growth

Campaign Oversight & Optimization

Executive Guidance

Executive Guidance

Campaign Oversight & Optimization

Executive Guidance

About

Vani Edwardson

Where I'm headed

Where I've been

Where I've been

Where I'm headed

Where I've been

Where I'm headed

Where I'm headed

Where I'm headed

Portfolio

Delivering 7X ROI

Rewiring Strategy & Structure

Delivering 7X ROI

Unlocking Growth

Rewiring Strategy & Structure

Delivering 7X ROI

Rewiring Strategy & Structure

Rewiring Strategy & Structure

Rewiring Strategy & Structure

Scalable Plan for Growth

Unifying Brand & Strategy

Rewiring Strategy & Structure

Unifying Brand & Strategy

Unifying Brand & Strategy

Unifying Brand & Strategy

HR - Social to Strategic

Unifying Brand & Strategy

Unifying Brand & Strategy

Impact

LeadPulse

Macadamian Technologies

LeadPulse

Physiotec

Macadamian Technologies

LeadPulse

Macadamian Technologies

Macadamian Technologies

Macadamian Technologies

Work Style

Here for you

Build a Foundation – $15K/month

Build a Foundation – $15K/month

Build a Foundation – $15K/month

Build a Foundation – $15K/month

Build a Foundation – $15K/month

Interim Leadership – $12K/month

Interim Leadership – $12K/month

Interim Leadership – $12K/month

Turnkey Projects - Custom Quote

Interim Leadership – $12K/month

Interim Leadership – $12K/month

Blog

Community

Start-up Mentoring

Let's Connect

Let's Connect

Your Choice

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