Welcome

Need senior leadership — without the cost of a full-time hire?

I help growing companies find focus, bring clarity to their strategy, and align teams to scale faster and smarter.

Services

Strategy & Planning

Capacity Development

Growth, simplified.

You don't need more noise; you need a plan that actually drives growth. I provide fractional executive expertise to design marketing roadmaps, go-to-market plans, and budgets that align directly with your revenue targets. By bringing clarity to your strategy, I ensure your resources are optimized to help you scale faster and smarter.

Align your strategy with measurable growth.

Capacity Development

Building teams that deliver results.

I build the foundation, so your team can thrive long after I leave. Through fractional or interim leadership, I strengthen your internal marketing, sales, and admin capacity by recruiting the right talent and defining clear roles. By implementing coaching frameworks, I align your teams to perform with structure and confidence.

Scale your team with clarity and confidence.

Marketing Foundation

Capacity Development

Campaign Development

Where strategy meets execution.

Strong brands are built on a bedrock of trust and competence. I establish the groundwork for success by defining clear brand positioning, messaging, and customer insights. With interim CMO oversight, your brand narrative and marketing systems become high-performance engines for measurable impact.

Build a foundation that drives sustainable growth.

Campaign Development

Turning strategy into performance.
Launch campaigns that deliver real ROI, not just views. From selecting the right tools to tracking KPIs, I provide guidance needed to ensure every campaign connects and converts. I keep your teams aligned and your budgets focused, so you see measurable impact within a single quarter.

Launch campaigns that deliver real ROI

Revenue Growth

Campaign Development

Executive Guidance

Scale smarter, not louder.
Unlock your next stage of growth without the chaos. As your fractional CMO, I develop strategies to break through growth barriers by expanding market reach. This is about momentum and accountability, ensuring every marketing initiative is rooted in data and ROI.

Realize focused growth with a strategic partner.

Executive Guidance

Campaign Development

Executive Guidance

Leadership when you need it most.

Working directly with founders and executives, I provide the clarity and focus required to make high-level strategic decisions. It is straightforward, intelligent leadership designed to align your teams with your overall business goals.

Gain the leadership edge to scale with confidence.

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, and SaaS strategies, offering fractional CMO and interim executive support. Proven track record in developing effective marketing strategies and talent development 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 strategies. These roles were complemented by opportunities at smaller companies where I thrived in the challenges of driving growth in resource-constrained environments. This experience emphasized the importance of talent development in achieving sustainable results.

Where I'm headed

The pandemic prompted me to rethink my purpose and consider where I could have a meaningful impact. In 2022, I founded Ryval to focus on making a difference by providing fractional marketing services, including interim executive support for Canadian businesses. My goal is to help Canadian talent and businesses thrive through effective leadership, strategy and talent development.

Book a Call

Portfolio

Delivering 7X ROI

Rewiring Strategy & Structure

Delivering 7X ROI

Website design displayed on tablet, desktop, and laptop screens.

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

Macadamian Technologies

Unlocking Growth

Rewiring Strategy & Structure

Delivering 7X ROI

Website promoting personalized home exercise plans for rehabilitation patients.

Ineffective marketing, low user engagement, and increasing competition posed a stark reality for Physiotec: they needed to act quickly to build a scalable growth engine.

PHYSIOTEC

Rewiring Strategy & Structure

Website homepage highlighting business growth and results with video and client logos.

Despite ambitious growth goals, the need for talent development and the refinement of team dynamics were crucial for operational project delivery to achieve business growth objectives.

SIDI.IO

Scalable Plan for Growth

Unifying Brand & Strategy

Rewiring Strategy & Structure

In December 2022, CartoVista, a SaaS platform for interactive GIS mapping, encountered a significant growth challenge due to a lack of in-house marketing expertise, as the CEO was stretched thin.

CartoVista

Unifying Brand & Strategy

Leadpulse offers UI/UX partnership with marketing tech and RevOps integration.

LeadPulse.io had technical marketing expertise, but its brand didn’t tell the right story. With no dedicated marketing team, the CEO found himself spread thin, juggling sales, client management, and marketing on his own.

Leadpulse.io

HR - Social to Strategic

Unifying Brand & Strategy

Happy employees enjoying a collaborative work environment with great perks.

Lacking a clear HR structure, data, or strategy, the Macadamian risked falling behind in attracting and retaining top talent.

Macadamian HR

Impact

LeadPulse

Macadamian Technologies

LeadPulse

"Vani was instrumental in developing our marketing strategy, providing interim executive support that helped shape our programs. Her tremendous expertise in understanding customer needs has been vital in shaping our brand messaging and enhancing our talent development efforts." 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 marketing strategy initiatives forward, ensuring that goals are not only met but exceeded. Her skills in talent development and executive support further enhance her capability to lead teams effectively. - Daniel Guay, VP Finance & Human Resources, Wibbi (formerly PhysioTec)

Macadamian Technologies

"It's a rare day when you can hire someone without second-guessing, and that is exactly what you get with Vani Edwardson. Just ask her about the time she and her amazing team turned $1 of marketing spend into $7 of revenue through a well-crafted marketing strategy." Fred Boulanger, CEO, Macadamian

Work Style

Here for you

Build a Foundation – $16K/month

I partner with no more than two companies at any one time on a monthly retainer. Think of me as a fractional CMO—providing interim executive support to build your team, set the marketing strategy, and get things moving while you search for your long-term hire. My focus includes talent development to ensure your marketing efforts are effective and sustainable.

Build a Foundation – $16K/month

For early-stage companies laying the groundwork before hiring in-house, I offer fractional CMO services to help shape your marketing strategy. What I bring includes go-to-market strategy, quarterly plans, budgets & KPIs, messaging, positioning, a brand refresh, and a content roadmap. With my interim executive support, you gain ~12 hrs/week of live support through meetings, 1:1s, and reviews, along with asynch Slack/email access Monday–Friday, all aimed at fostering talent development.

Interim Leadership – $14K/month

For companies that need a steady marketing hand but don’t yet have a full-time leader, fractional CMO services can provide the interim executive support necessary to drive your marketing strategy forward.

What I bring: Operational planning, budgets & KPIs, team guidance & coaching, and hands-on help with execution focused on talent development.

What you get: ~8 hrs/week of asynchronous support, with Slack/email access available Monday–Friday.

Turnkey Projects - Custom Quote

Interim Leadership – $14K/month

For companies seeking brand and content leadership without the commitment of building an in-house team, I offer fractional CMO services. What I bring includes a comprehensive marketing strategy, brand and content strategy, leadership for website refreshes, campaigns, and launches, as well as finalized messaging and polished creative assets. Additionally, I provide interim executive support tailored to your needs. Looking for something else? Don't hesitate to ask me about my trusted referral network for talent development.

Welcome

Need senior leadership — without the cost of a full-time hire?

Services

Strategy & Planning

Capacity Development

Capacity Development

Capacity Development

Capacity Development

Capacity Development

Marketing Foundation

Capacity Development

Campaign Development

Campaign Development

Campaign Development

Campaign Development

Revenue Growth

Campaign Development

Executive Guidance

Executive Guidance

Campaign Development

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 – $16K/month

Build a Foundation – $16K/month

Build a Foundation – $16K/month

Build a Foundation – $16K/month

Build a Foundation – $16K/month

Interim Leadership – $14K/month

Interim Leadership – $14K/month

Interim Leadership – $14K/month

Turnkey Projects - Custom Quote

Interim Leadership – $14K/month

Interim Leadership – $14K/month

Blog

Community

Start-up Mentoring

Let's Connect

Let's Connect

Email

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