Skip the marketing fluff
Nail the social media stuff.
All Sandwichers know my fave saying - show, don't tell.
After five years creating content at Channel 10, I learned that social media isn't just a marketing tool - it's about creating content people actually want to watch.
Now I'm helping businesses across Australia do exactly that.
YEARS
EXPERIENCE
15+
FORMER CHANNEL 10
SOCIAL MEDIA LEAD
WORKSHOPS DELIVERED
150+
COACHING SESSIONS COMPLETED
700+
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Transform your team into social media pros. Perfect for businesses wanting to build their content skills together. Quote available on request
Transform your team into content creators from anywhere in Australia. These sessions cover everything from Reels basics to advanced strategy, all delivered with practical tips you can implement straight away. Because if you haven't posted a Reel yet... well, we need to fix that.
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Energetic keynotes and workshops drawing from my Channel 10 experience. Ideal for conferences and company training days.
Looking for someone to fire up your next event? Drawing from my Channel 10 days and years in the trenches of social media, I deliver engaging talks that actually stick. Perfect for conferences, corporate events, or team training days. No death by PowerPoint here - just practical insights served in a party shirt.
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Get a thorough review of your social media presence with clear, actionable steps to drive higher engagement, reach + sales.
Want to know exactly where your social media stands? My audits give you the full picture - what's working, what's not, and most importantly, what to do about it. Think of it as a health check for your socials, minus the weird rubber gloves.
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Join the Club! Get ideas delivered to your inbox every week, along with live training, direct access to Edwin and the Club Sandwich community, free resources and more.
Feel like you’re alone on your social media journey? Want access to Edwin on a weekly basis? Stuck for content ideas? If you answered yes to any or all of the above, the Club Sando is for you.
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Transform your team into social media pros. Perfect for businesses wanting to build their content skills together. Quote available on request
Transform your team into content creators from anywhere in Australia. These sessions cover everything from Reels basics to advanced strategy, all delivered with practical tips you can implement straight away. Because if you haven't posted a Reel yet... well, we need to fix that.
-
Energetic keynotes and workshops drawing from my Channel 10 experience. Ideal for conferences and company training days.
Looking for someone to fire up your next event? Drawing from my Channel 10 days and years in the trenches of social media, I deliver engaging talks that actually stick.
Perfect for conferences, corporate events, or team training days. No death by PowerPoint here - just practical insights served in a party shirt.
-
Get a thorough review of your social media presence with clear, actionable steps to drive higher engagement, reach + sales.
Want to know exactly where your social media stands? My audits give you the full picture - what's working, what's not, and most importantly, what to do about it. Think of it as a health check for your socials, minus the weird rubber gloves.
Don't just take my word for it - here's what happens when you combine solid strategy with scroll-stopping content:
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Thank you for helping us out on Wednesday night. Participants really enjoyed the session, with you giving a really easy breakdown about the different features of social media and their unique impact - perfect for the intended audience.
- Alexandra Stoddart, Volunteer Support Coordinator, Cricket NSW
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Edwin Smith was one of the standout speakers at Talent X 2026 and an absolute pleasure to work with. His session, The Social Media Trends That Will Define 2026, was engaging, highly relevant, and packed with practical takeaways that our audience could immediately apply to their businesses.
- Jodie, RSCA
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Edwin tries stuff. He steps out of the norm and makes sure that he is pushing the boundaries whilst at the same time approaches any project with calm, clear strategy. A delight to work with and makes sure he produces results. Highly recommend.
- Rebecca Hunt, General Manager Marketing, HIA
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Edwin presented a fantastic and engaging presentation to the Player Agents, with really useful insights to help understand and drive online content for players. He provided easy to understand tips and advice, and sharing specific details. Greatly appreciated by all, highly recommended.
- Jess, AFL Players Association
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I've found it incredibly easy to communicate with Edwin, who demonstrates a remarkable understanding of social media trends. His expert advice has provided me with actionable tips that have yielded immediate results. I highly recommend reaching out to him for any social media support you may need.
- Samita
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15+ years in social media, including 5 years at Channel 10. I've seen what works (and plenty that doesn't) across every platform and industry you can think of.
In the last 5 years I’ve worked with hundreds of business owners just like yours.
I get it.
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Coaching sessions are $189+gst/hour.
My monthly membership is $99+gst a month.
For workshops and presentations, let's chat about what you need and I'll put together a package that works for your budget.
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Just come ready for a chat! Though if you want to get the most out of our time, having your social media handles handy and a rough idea of your goals is always helpful.
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Absolutely! I work with businesses all over Australia both in person (I love to travel!) and through virtual coaching and workshops.
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My sessions do book out (what can I say, I'm fairly popular). But for Coaching Sessions, I'll try find time for our session within 2-3 weeks. I
f you're after a bigger project, that may take longer. But I'm a nimble one-man team, so I can move pretty fast!
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My screentime will tell you that Instagram is where I spend most of my day (is 2 hours a day bad?!), so that's where I focus most of my attention.
Plus, Instagram is the best place for most businesses to be right now.
I'm also experienced in Facebook, Meta Ads, TikTok, LinkedIn and even Twitter (X).
FAQS
Reckon it’s time to nail your social media game?
I’ve got a party shirt with your name on it
I am the guy you want to book for your next Conference…
If you want some fun and practical learnings about social media at your next conference, let’s chat.
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Think less 'synergise your engagement metrics' and more 'here's why your Reels are flopping'
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