ed pellew

Ed Pellew


With a background in both proposition and digital product development Ed bridges the world of technology and strategy. He is equally at home talking backlogs as the leader of a scrum team as he is sitting in customers’ living rooms running insight interviews. At ?What If! Ed obsesses about delivering impact for clients. He has a passion and expertise in making ideas real with a strong background in loyalty; most recently working with a major comparison website to rework their loyalty strategy.

Prior to ?What If! Ed was Director of Products at the software consultancy Equal Experts where he was responsible for creating new digital products and services. Previous to that Ed was Head of Product for Priority at Telefonica where he created, launched and ran O2’s multi award winning loyalty application.

Outside of ?What If! Ed leads a bucolic existence deep in the Wiltshire countryside with his best thinking done while pounding country lanes early in the morning.

The ?! moment I’ve felt the most Impact:
On my first ?What If! project where our work led the MD of one of the UK’s largest companies to reimagine their entire business model.

Find out more about the ?! values »

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