The London-based events agency said the positions, which also cover new business and partnerships, were created as part of its ambition to achieve "tough targets" for regional growth by the end of 2013.
The agency said it is also looking to grow more "content-led experiences" via its in-house film and video arm, Sledge Moving Image.
Edwards joins from Kindred Agency, where he was digital strategy director. At Sledge he becomes responsible for developing the agency's multimedia approach to experience-led campaigns, for instance combining video with live experience and digital channels such as social media.
Sledge has also added to its new business team with the appointment of Sacha Shaikh as new business executive. He joins from Innovision, where he held the same post; while Hannah Cox becomes partnerships manager and will be based at the agency’s Manchester operation. She has worked as a freelance at Sledge since April 2012.
Edwards has 15 years’ experience in marketing and ran his own digital agency, Cosmic ID, which in 2009 was merged with ad agency Mustoes and PR agency Geronimo to form Kindred.
Last July, Sledge announced the promotion of Laura Capell to managing director, while in October it added to its O2 account team with the appointment of Holly Robertson as account executive.