Joe Edge
Fractional CMO @Xrca
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WORK HISTORY
Fractional CMO @Xrca
CA
As Fractional CMO at XRCA, I lead the company’s marketing and go-to-market strategy, shaping brand positioning, demand generation, and sales enablement across the Canadian residential property market. My focus is on aligning product, marketing, and commercial teams to drive adoption, build credibility, and support sustainable growth as the platform scales.
EDUCATION
Leeds Trinity University
BA Digital Social Media, Business, Management, Marketing, and Related Support Services
SKILLS
ABOUT JOE EDGE
Co-Founder and Managing Director at PropertyViewer, and Fractional CMO at XRCA, where I’m focused on helping the residential property sector modernise how homes are marketed and sold through immersive, buyer-centric technology.My work sits at the intersection of growth, technology, and commercial strategy. I’ve spent my career helping businesses scale by aligning product, marketing, and sales around how customers actually behave — not how we assume they do.Before co-founding PropertyViewer, I built my experience as an agency-side growth specialist, working closely with leadership teams to drive performance, unlock new revenue opportunities, and take complex propositions to market with clarity. I was also honoured to be recognised as Young Entrepreneur of the Year, reflecting both commercial impact and long-term ambition.Today, my focus is on building and scaling businesses that solve real problems - particularly in sectors that haven’t always kept pace with changing customer expectations. At PropertyViewer and XRCA, that means helping developers create immersive digital show home experiences that drive confidence earlier in the buyer journey, reduce friction in sales processes, and deliver measurable commercial value.I’m always open to conversations around proptech, immersive technology, growth strategy, and new-build housing — particularly where innovation needs to earn its place commercially.
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