Transforming Ideas into Reality, Seamlessly.

Fractional marketing advisory services that help B2B businesses scale.

Transforming Ideas into Reality, Seamlessly.

Fractional marketing advisory services that help B2B businesses scale.

Services

Strategy & Planning

Capacity Development

As a fractional CMO, I develop smart and practical marketing strategies, go-to-market plans, and HR budgets that align with your business goals. This ensures you can effectively utilize your resources and grow faster, all while providing interim executive support and fostering talent development.

Capacity Development

My focus is on building and enhancing high-performing teams through systematic recruitment, role development, coaching, and implementing effective change management strategies, all while offering fractional CMO and interim executive support. This approach not only strengthens our marketing strategy but also emphasizes talent development within the organization.

Marketing Foundation

Capacity Development

Campaign Oversight & Optimization

As a fractional CMO, I lay the groundwork for a robust marketing strategy, establishing clear brand positioning and messaging. I conduct competitive analysis and gather content and customer insights, providing interim executive support to ensure your fractional marketing efforts have a powerful impact while also focusing on talent development.

Campaign Oversight & Optimization

As a fractional CMO, I manage and refine marketing strategy execution by selecting appropriate tools, defining compelling value propositions, and creating supportive content and sales tools. I also provide interim executive support by steering campaigns and monitoring KPIs to enhance return on investment while focusing on talent development.

Growth

Campaign Oversight & Optimization

Executive Guidance

As your fractional CMO, I collaborate with you to identify and implement effective marketing strategies that break through growth barriers, refine your sales funnels, introduce new products, and provide interim executive support to help you penetrate new markets while also focusing on talent development.

Executive Guidance

Campaign Oversight & Optimization

Executive Guidance

As a fractional CMO, I provide strategic leadership that ensures your marketing strategy is closely aligned with your broader business goals. I also deliver valuable insights to executives, investors, and other key stakeholders, while offering interim executive support to enhance talent development within your organization.

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, often taking on responsibilities akin to a fractional CMO. This experience not only honed my skills in fractional marketing and interim executive support but also 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 marketing 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, utilizing fractional CMO expertise and interim executive support, successfully implemented a focused marketing strategy on a limited budget to drive significant business growth and achieve long-term objectives, despite resource constraints. Their approach also emphasized talent development to maximize efficiency.

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. To navigate these challenges, leveraging a fractional CMO for interim executive support could enhance their marketing strategy and foster talent development, or risk stagnation.

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 long-term objectives. Engaging a fractional CMO could provide the necessary interim executive support to enhance our marketing strategy.

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. To overcome this roadblock, the company considered engaging a fractional CMO for interim executive support to refine their marketing strategy and enhance talent development.

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 in need of fractional CMO support, as he was stretched thin—juggling sales, client management, and marketing alone. To enhance their marketing strategy and ensure effective talent development, interim executive support was necessary.

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 company risked falling behind in attracting and retaining top talent. In response, they engaged an interim executive support team to implement a transformation initiative focused on enhancing their marketing strategy, efficiency, and talent development, similar to how a fractional CMO would approach fractional marketing to optimize resources.

Macadamian HR

Impact

LeadPulse

Macadamian Technologies

LeadPulse

"Vani was instrumental in developing our marketing strategy as a fractional CMO, 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. As a fractional CMO, 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 interim 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. As a fractional CMO, she exemplifies exceptional talent development. 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. Her interim executive support is unmatched." 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 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 – $15K/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 – $12K/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 – $12K/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.

Fractional marketing advisory services that help B2B businesses scale.

Fractional marketing advisory services that help B2B businesses scale.

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

Email

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