Instagram doesn't have to be hard.
I've helped 700+ small businesses with Instagram, so I know what trips you up. I make it easier.
(party shirts optional)
YEARS
EXPERIENCE
15+
FORMER CHANNEL 10
SOCIAL MEDIA LEAD
WORKSHOPS DELIVERED
150+
COACHING SESSIONS COMPLETED
750+
Are you…
WANT A COACH, NOT JUST VIDEOS YOU’LL NEVER WATCH?
Club Sandwich isn’t a course you watch and forget.
You get direct access to me, your own Instagram coach, to help you improve and grow every week
WANT TO MEET YOUR PEOPLE?
Connect with other small business owners who get it.
Swap ideas, meet like-minded people and grow together.
Not sure where to start?
Book a free 15-min chat with Edwin. No pressure, no sales pitch. Just a quick Zoom to see how I can help your Instagram actually work for you.
Join the Club Sandwich…
If you want less confusion, more confidence, and content that actually gets seen… this is where the magic happens.
By joining the Club Sandwich, you’ll get weekly live training, content ideas, access to my community of other business owners and real advice you can use today.
Doors are closed for now, pop your email on the waitlist and you’ll be first in line when they open back up.
Former keeper of Survivor's social media secrets at Channel 10 (and yes, that show is just as dramatic behind the scenes).
Now I'm on a mission to prove that engaging social media is less about perfect strategies and more about perfectly timed party shirt appearances.
Want to hear how I went from reality TV to your next social media mentor?
Hey! I’m Edwin
BRANDS I’VE WORKED WITH
SUCCESS SNAPSHOT
SKY RACING
WORKSHOP WIN
“Edwin delivered a fantastic Social Media workshop. It was very informative, providing valuable insights into effective online communication strategies.
He covered a variety of topics, including social media platform best practices, content creation, and audience engagement techniques.
Edwin's relaxed and engaging presentation style effectively conveyed key information clearly and concisely... and with a touch of humour.”
STANDOUT SPEAKER
JODIE, TALENT X 2026
"Edwin was one of the standout speakers at Talent X 2026. His session on social media trends was engaging, highly relevant and packed with practical takeaways our audience could immediately apply.
His energy, authenticity and humour made him incredibly engaging on stage, and the feedback from attendees was overwhelmingly positive.
If you're looking for a speaker who combines expertise, audience connection and practical insights that drive results, I highly recommend Edwin."
Olivia, HIA
ABSOLUTE PLEASURE
"Working with Edwin was an absolute pleasure. He was incredibly responsive, easy to work with, and truly nailed the presentation. The content was perfectly tailored to our members’ needs, making it engaging, relevant, and impactful. We couldn’t have asked for a better experience!"
“THEY WOULDN'T LET HIM LEAVE”
MATTHEW JONES
"Edwin took the complexity and anxiety out of social media content creation. His practical, actionable insights were a huge hit with delegates — they wouldn't let him leave after the session, even though he had tickets to the footy that night.
His real talent is turning years of experience into short, sharp takeaways that anyone can put into practice.
Don't let the party shirt fool you. This is one seriously sharp operator."
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YOUR SOCIAL
MEDIA’S NOT GOING
TO FIX ITSELF
Get in touch and let's turn those 'what should I post' content dilemmas into 'holy sh*t, who runs their social media?' results