The Story Behind Aspiring Edge
How it all started
A husband and wife team helping owner-led businesses manage marketing and digital growth.
Aspiring Edge was created by Imogen and Drew Wendel after years working inside growing companies and operational businesses. We repeatedly saw owner-led teams struggle to find the time or internal capacity to organise their marketing and digital operations properly.
Imogen previously held senior product roles within a well-known Sheffield EdTech company, Twinkl, during a period of rapid international growth. She later worked in software development consulting as a business analyst, helping teams improve digital products and customer journeys.
Drew’s background sits in operations, managing teams across service and retail businesses where clear processes and efficient systems matter every day. Together that experience means we are comfortable stepping into businesses where growth is happening but the digital side of things needs structure.
The name Aspiring Edge comes from Mount Aspiring National Park in New Zealand, where we were married during the seven years we lived there. The idea of aspiring felt fitting when we started the business, so the name naturally grew from there.
Our Team
Imogen Wendel
Imogen has over twelve years’ experience in product and growth roles, including 5 years on the senior leadership team at Twinkl during a period of rapid expansion. She later moved into software consulting as a product owner and business analyst and is PMP certified, a globally recognised standard in project management.
Drew Wendel
Drew has a background in operations, working with founders and teams to bring structure to busy environments. He has managed teams across service and retail businesses and supported delivery in fast-paced settings. His focus is on keeping work organised and making sure teams stay on track as priorities shift.
Alyssia Bailey
Alyssia has experience in digital marketing and business administration, supporting owner-led teams that need clear organisation and consistent marketing without taking on full-time staff. She works across day-to-day marketing and operational support, helping businesses stay organised and maintain a reliable online presence.
How We Work With Clients
We work closely with the businesses we support, often alongside the team rather than at a distance. This can include time spent on site or focused working sessions where needed. Our clients value the continuity and oversight this brings.
In practice, the work looks different each time. Alongside marketing and website management, we have attended networking events, supported trade shows and even been on rooftops running photoshoots when needed. The focus stays on what will move things forward.
We keep the way we work flexible. If it makes sense to meet in person, we will. If things feel a bit overwhelming, we are just as happy to head out into the Peak District, stretch our legs and talk things through away from the desk.
Learn more about how we can Work Together
If you are looking for more structure around your marketing and digital activity, our services are designed to give you consistent support. You will have clear priorities and regular progress, with the flexibility to focus on what will make the most difference at each stage.