Edit under the hood: Technical Director Theodora Costley-White

Our goal is to turn data into profit through our three pillars – intelligent data, connected acquisition, and transformational CRM – but how does the magic happen?

It’s our clever people with the knowledge and enthusiasm to deliver for our clients, like Technical Director Theodora Costley-White.

Get to know Theo a little better, and the hard work and value she brings to our business in this interview.

Q. Tell us a bit about what you were doing before starting at Edit.

A. Before Edit, I ran my own consultancy for several years, offering a wide range of services as a Technology Transformation Director and Senior Consultant.

I provided consulting to clients that required solutions to business problems through technology enablement of enterprise architecture, process automation, and digital workspace solutions.

As well as this, I consulted on business change, project portfolio management, and M&A integration programmes. I worked with private equity firms, research and development, financial services, legal, as well as for some niche sectors like hospitality.

Q. What do you consider your biggest career achievement to date?

A. Very hard to answer. However, if I must choose one, I feel being able to work on some complex, highly sensitive projects for some very reputable clients – that enabled the use of next generation technologies – for me, has been my greatest achievement to date.

Q. What attracted you to Edit?

A. We live in the age where data informs our every decision, from where the highest risk of coronavirus infection is by geography in the height of this pandemic, to customer behaviours when they buy their groceries.

I like that Edit is at the forefront of leveraging data-driven solutions as I see this being the way all businesses will make their strategic decisions now and for the future.

Q. What does your role at Edit entail?

A. My role is strategic but it’s also operational. It entails leading several teams of highly competent technologists and analysts to solutions that provide high return on investment for our clients. I also work closely with other strategic leaders at Edit to develop our technical strategy, capability, and strategic partnerships.

On the day-to-day operational side, I lead our teams in software engineering, quality assurance, data management, and business analysis.

We have about 16 to 18 permanent staff within our team, and we also onboard contractors depending on how many projects we have running. Those contractors can sometimes be based at our nearshore operation in Buenos Aires.

Q. What have you learned since joining the business that has surprised you?

A. I have learned that you do not always need face-to-face interaction to build great connections and relationships. I work with some great people who are so welcoming that I often forget I haven’t met most of them in person.

Q. Edit was awarded Microsoft Gold Partner status in 2020, what do you think makes us a good partner?

A. We believe that data can be harnessed to positively change the world for our clients, their customers, and our colleagues. Our Microsoft-certified experts specialise in solving data problems with Microsoft’s Azure cloud infrastructure, Power Platform, and Dynamics 365 Customer Insights.

What sets us apart from other partners is our 20+ years of experience in delivering data-driven marketing, giving us a blended knowledge of both tech and the people and processes behind it.

I work with some very creative technologists who live and breathe our Operating Principles and work with agility, while keeping ahead of the curve by innovating.

Q. The industry Edit operates in is fast moving and highly competitive. What do you think makes the business stand out?

A. We use data and technology to focus on what matters most to businesses. Our offering of Connected Acquisition and Transformational CRM is underpinned by Intelligent Data, and enhanced by our partnership with Microsoft to provide Customer Insights. I believe we are at the forefront of this in our industry and it is that which sets us apart.

Q. What’s one item YOU couldn’t you live without? (aside from your phone)

A. Oh, it has got to be good Wi-Fi!! The pandemic has made me realise just how important it is for running my life. From answering my doorbell to changing my heating when I’m freezing but engaged in the middle of meetings.

Q. You can choose any biscuit from a tin to have with your tea or coffee, what do you pick?

A. I’m a little unusual in that I love baking sweet goods but don’t have a sweet tooth, so rarely eat biscuits. I would probably say a good old digestive or biscuits for cheese and chutney.

Q. And finally… which celebrity would you most like to be stuck in a lift with and why?

A. She is a celebrity of sorts only because to me she is a super star – Jacinda Ardern. I am in awe of what she has achieved and how she has done so with so much empathy. I’d probably invite her home to dinner once we were rescued from the lift as I would love to ask her many questions.

To find out more about how Edit’s technology expertise could help your business, get in touch.

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