Having spent the last 15 years being a business innovator and driver of new technologies, Ed was one of the co-founders of the Codemasters Online Gaming division subsequently spearheading the marketing launch of 5 highly successful global MMO services including such titles as The Lord of the Rings Online as well as a suite of other highly successful MMO / virtual online worlds and services. His experience in acquiring and retaining global online communities with key focus on business key performance indicators and leading online marketing methodology has led to the successful launches of over 100 gaming products / services spanning 1000+ skus globally.

With a career spaning more than 10 years, leading innovative consumer Marketing and Virtual World (MMORPG) campaigns for such market leading brands as Games Workshop, Virgin, Hasbro, Codemasters and most recently Mind Candy. Ed has been the driving force behind such classic titles as Lord of the Rings Online, Dunegons and Dragon’s online, Warhammer Online, Archlord, RF online, Aserhon’s Call, Jumpegate Evolution, Dragon Empires, and most recently the children’s online social world – Moshi Monsters.

As Chief Marketing Officer (CMO) / Chief Commercial Officer (CCO) and Chief Publishing Officer (CPO) of Mind Candy / Moshi Monsters, Ed has successfully positioned Mind Candy as one of the most rapidly growing social online game developers in the world; and catapulted Moshi Monsters into one of the world’s fastest growing social online games, acquiring millions of new customers each month.

Responsible for the entire global marketing infrastructure, Ed leveraged the “No Metrics: No Marketing”© methodology to deliver finely tuned customer acquisition, conversion and retention programs that has made Moshi Monsters one of the fastest growing children’s entertainment brands in the world.

The outstanding achievements and accolades that Ed has received over the years underlines his ability to deliver proven success. His prior awards include: Venture Capital Backed Management Team of the Year,  BCVA Awards; Winner – Guardian Tech Media 100; Winner - TechCrunch Europas 2010; Winner – Virtual World / Gaming, Telegraph Tech Start-Up 100; Winner – MMO / Online Game of the Year, Golden Joystick Awards; Winner – Best Online Game, BAFTA; Winner – Technology / Telecommunications Marketing Campaign, Chartered Institute of Marketing

If we can’t prove it, we won’t do it, that’s the core of the  “No Metrics: No Marketing”© methodology.

For the last 10 years the “No Metrics: No Marketing”© approach has been finely tuned to provide digital marketeers with the most accountable performance measures that have helped to drive millions of uses across multiple MMO titles. As the trend moves from digital marketing into mobile marketing the transparent reporting approach has proved to be the natural evolution of digital marketing. Using a combination of analytical business intelligence, econometric reporting and unique experience architecture, the “No Metrics: No Marketing”© approach provides a clear roadmap to success that when followed effectively has led to multiple Chartered Institute of Marketing awards.

As part of the team to broker the MindCandy / Gree mobile joint venture, Ed has been a driving force in guiding MindCandy and Gree to explore new methods and approaches to marketing for mobile products. The launch of MindCandy’s multiple mobile slate for 2013 has given Ed the unique opportunity to helm both the marketing and publishing function to deliver new insights and strategic processes that are primarily marketing driven.

With countless new IPs underway and many in development, Ed Relf continues to utilise his extensive experience of online audiences to create the next generation of entertainment concepts. With his unique experience across multiple platforms, territories and demographics, the new IPs Ed unveils will be a rare investment opportunity for early adaptors and innovators alike.

Ed has played a critical role in the launch of two highly successful companies. Ed established Warhammer Online before going on to co-found Codemasters Online gaming division where Ed spearheaded the marketing of countless highly successful global online gaming (MMOG) services, including such titles as The Lord of the Rings Online and a suite of other highly successful social / virtual online worlds and services. Most recently Ed joined the management team at MindCandy to help grow a then unknown title – Moshi Monsters, Ed’s experience and innovation led to explosive growth and more than seventy million registered users in five years.

Considered to be one of the most highly experienced virtual world and social online marketers, Ed consistently delivers results. He incessantly seeks out and embraces new technology and pioneering marketing platforms, while leveraging a diverse mix of both traditional and new media techniques to remain at the forefront of an ever-evolving online consumer industry. As an industry leader, Ed continues to identify innovative opportunities for investment as well as continuing to develop his own IP and projects.