Edwina is founder of The Female Lead, an educational charity dedicated to offering alternative role models and giving women a platform to share their inspirational stories.

The Female Lead: Women Who Shape Our World  has been donated to 18,000 schools across the UK and USA to inspire the next generation of female leaders.

Edwina is also co-founder of dunnhumny, the pioneering company behind Tesco's Clubcard and other loyalty programmes around the world. She is now CEO AT Starcount, a consumer insights company that brings the voice of the customer into the boardroom.