Ed joined ?What If! in 2005 and is the Leader of the Manchester office.

After graduating from Bristol University with a degree in Zoology, he started his career at Nestle Rowntree in York and worked his way up through a series of marketing and sales roles on brands such as Polo, Kit Kat and Rolo. He then moved to Kellogg's where, as Business Development Director, he was responsible for taking the company beyond breakfast cereals and into cereal bars (including Nutri-Grain), and fruit snacks (including Real Fruit Winders). Ed also had a spell outside marketing and innovation, running Kellogg's Republic of Ireland as General Manager.

At ?What If! Ed has worked with a wide variety of clients including Superdrug, Bradford & Bingley, Lex Vehicle Leasing, Astra Zeneca, Coca Cola, Halifax Bank of Scotland and The Department for Education and Skills.

When not inventing things, Ed divides his time (unequally) between being a dad and a hill walker.