The Edit: The People and Ideas Behind What’s Next | ESW
How did the idea for The Edit first come together, and what problem or opportunity were we trying to address?
I think the original idea came from recognising that there was a lot happening across ESW, but no single place where our clients could see the bigger picture.
We were launching new capabilities, forming partnerships, investing in the platform, and exploring new areas of commerce, but those stories were often communicated independently.
What was missing was a way to bring everything together and explain not just what we were doing, but where we were going.
The Edit was created to fill that gap. It became a way to tell a more connected story about ESW, our direction and the innovation happening across the business.
Importantly, it was not designed as a one-off campaign. The idea was to create an ongoing platform that we can return to regularly to share our progress, our thinking and the developments shaping the future of commerce.
What does The Edit ultimately mean for our clients, and how will it help them better understand or benefit from what we are building?
For clients, I think The Edit provides something that is often missing in B2B technology and commerce companies: context.
Customers usually hear about individual features or announcements, but they do not always get visibility into the bigger strategy behind them.
The Edit helps bridge that gap by showing how different investments, innovations, and developments fit together. It gives clients a clearer understanding of what we are focused on, where we are investing, and how our platform continues to evolve.
It also helps reinforce that ESW is continuously innovating and building for the future, not simply maintaining what is already there.
Ultimately, it gives customers confidence that there is a long-term vision behind what we are doing and helps them see how the capabilities we are developing today can support their growth tomorrow. Because The Edit is an ongoing initiative rather than a one-time launch, it also gives us a way to keep bringing clients along on that journey.
How did different teams collaborate to bring the various product and platform developments together into one connected story?
What made The Edit interesting is that it could not have been created by one team alone.
Product teams brought the expertise on what was being built and why. Product Marketing helped translate those developments into customer value and connect them to broader market trends. Content, Brand and Product Design then helped shape that into an experience that felt engaging and easy to understand.
There was a lot of collaboration and discussion around how to connect very different initiatives without losing their individual value.
Rather than creating a separate story for each launch, we worked together to identify the common themes and build a narrative that felt cohesive.
I think the final result reflects that cross-functional effort. It feels less like a collection of updates and more like a shared story about where ESW is investing and how the company is evolving.
Team recognition
The Edit really was a team effort, with people across Marketing, Product and Product Design all playing a part in bringing it to life. Linda Conway, Orlaith Cruise, Eimear Casserly, Vincent O’Brien, Jordan Lee Thompson, Nick Cranney, Dieter Garbrecht, Fernanda Gonzalez, Lauren Tyrrell, Zain Jahagirdar, Conor McAuley, Tim Tsao, Frank Kouretas, each brought different expertise and perspectives, from shaping the story and customer value to defining the product vision and creating the experience itself. That collaboration was a big part of what made The Edit possible.
Explore our Life at ESW blog to meet our people and learn more about working here, or take a look at our open roles to find your next opportunity.
