An e-commerce entrepreneur who has cofounded and led multiple companies, Ed Baker has held positions as head of international growth at Facebook and vice president of growth at Uber. Within the world of Internet-based business operations, he enjoys a widespread reputation as an expert in online consumer growth (otherwise known as "growth marketing," “growth hacking,” or “viral growth”). Ed Baker’s three-step process to achieving viral growth consists of maximizing registration rate, maximizing invite-sending rate, and maximizing average invites per invite sender. Over the years, he has shared his knowledge of viral growth through media outlets that range from the advertising trade publication Adweek to Andrew Chen’s Growth Lecture Series. Additionally, author Adam Lashinsky writes about Mr. Baker's founding of the growth team at Uber in his book Wild Ride.

Since 2016, Ed Baker has lent his support to the online exercise/gaming company Zwift as a valued advisor. In 2017, he took on additional responsibilities as an advisor to the global social change platform Change.org and the bicycle-sharing organization LimeBike.