Tash Insights

Tash Insights presents a live talk from Tash Courtenay-Smith, recorded at Built by HER in New York.

Built by HER, hosted by Shopify and EmpowHER, brought together founders, operators and senior leaders in commerce for a hands-on summit focused on making AI practical, tangible and operational for women-led teams.

In this clip, Tash makes the case for personal branding as one of the most commercially valuable things a founder can build. Drawing on her background as a journalist, author and growth advisor, she shares what she has learned from helping female founders build some of the most recognisable personal brands in the UK, before finally applying the same playbook to herself.

Tash explores the early discomfort of publishing, the awkward middle phase of finding your voice, and the long-term commercial value that comes from becoming known in your category.

You’ll hear:

• Why personal brand is a growth lever for founders
• What holds founders back from publishing consistently
• How visibility pre-qualifies you before you enter a room
• Why finding your voice only happens through repetition
• What Tash learned from DRock, the videographer behind Gary Vaynerchuk’s personal brand
• Why building a serious personal brand is a multi-year project

This is a practical and honest listen for founders, operators and leaders who know they need to become more visible, but are still waiting to feel ready.

Tash Insights continues with a live panel conversation from the Built by HER summit in New York, hosted by Nicole Harvey, founder of EmpowHER.

Tash joins Gina Perrelli, co-founder of Stay AI, and Kait Stephens, co-founder of Brij, for a practical discussion on AI, content production, personal brands and the future of building in public.

Tash shares how she is building across two fast-moving areas: Transact Media Group, the outcome-based AdTech ecosystem powered by Mastercard data, and an AI-enabled content factory helping brands produce more creative, faster and more efficiently. She also opens up about using digital twins, building her own personal brand after years of building them for others, and why founders need to get comfortable publishing before they feel ready. 

This is a candid conversation about what AI is really changing for founders, operators and modern brand teams.

You’ll hear:

• How AI is changing content production and creative output
• Why content factories are becoming essential for growth teams
• How digital twins can help founders scale their presence
• Why personal brand building is a long-term growth lever
• How outcome-based marketing is changing media measurement
• The simplest ways founders can start using AI this week

It’s practical, honest and highly relevant for anyone building a brand, scaling content, or trying to understand where AI fits into the future of commerce.

TikTok Shop can drive explosive growth — but that does not automatically mean easy profit.

In this honest panel discussion, founders, brand operators and TikTok Shop experts unpack the real economics behind the platform: margins, fees, ad spend, affiliate costs, operational pressure, and why revenue growth can sometimes hide how much is actually being spent.

The conversation also explores the wider halo effect of TikTok Shop — from boosting Amazon and DTC sales to attracting interest from major retailers such as Boots, Sephora and John Lewis.

In this video:

• Why TikTok Shop growth does not always equal profit
• How brands should think about margins from day one
• The hidden costs behind affiliate seeding, ads and fulfilment
• Why omnichannel brands may need different profitability thresholds
• How TikTok Shop can drive retail interest and social proof
• Why many buyers now ask about TikTok Shop presence first
• Why founders should avoid becoming too reliant on one platform
• How to treat TikTok Shop as both a sales channel and a marketing investment

This is a practical discussion for founders, marketers and brand leaders trying to understand the balance between scale, sustainability and long-term brand value on TikTok Shop.

If you are building a beauty brand, managing an omnichannel business, or thinking about launching on TikTok Shop, this is essential viewing.

Affiliates are not just a nice-to-have on TikTok Shop — for many brands, they are the growth engine.

In this panel discussion, brand leaders and TikTok Shop operators break down the real role affiliates play in scaling a product, building momentum and driving repeat visibility across the platform.

From creator seeding and commission structures to relationship management, content volume and conversion strategy, this is an honest look at what brands actually need to understand before jumping in.

In this video:

• Why affiliates are so powerful on TikTok Shop
• How many creators brands really need to work with
• The difference between authentic creator partnerships and overly sales-led content
• Why relationship-building matters just as much as seeding
• How top brands scale from hundreds to thousands of affiliate touchpoints
• What premium brands should do differently
• The key differences between UK and US TikTok Shop behaviour
• Why TikTok Shop requires far more operational commitment than many brands expect

You’ll also hear practical insight on:

• Creator management
• Commission structures
• Sampling strategy
• Omnichannel growth
• Retargeting through creator content
• How brands turn affiliate momentum into long-term scale

This is essential viewing for founders, marketers, e-commerce leaders and beauty brands looking to understand how TikTok Shop really works behind the scenes.

Live streaming is quickly becoming one of the most powerful tools inside TikTok Shop — but for many brands, it still feels unfamiliar, resource-heavy and difficult to get right.

In this panel discussion, beauty founders, brand leaders and TikTok Shop specialists unpack how live shopping actually works, what different live formats look like, and why authenticity matters more than trying to copy someone else’s style.

From founder-led livestreams and expert demos to high-energy studio formats and community-driven sessions, this conversation explores how brands can approach TikTok Shop Live in a way that feels right for their audience, their positioning and their product.

In this video:

• Why live streaming matters on TikTok Shop
• The difference between high-energy and more relaxed live formats
• How brands can find a live style that suits them
• Why authenticity and product knowledge are critical
• The role of founders, hosts, chemists and internal experts
• How live helps deepen engagement and build community
• Why consumers can spend far longer with a brand on live than through other media
• How leading brands use live to support hero products, bundles and long-term growth

This is a practical look at the reality of live commerce — not just as a sales tool, but as a brand-building channel that can create trust, conversation and deeper consumer attention.

Whether you are a traditional brand exploring TikTok Shop for the first time or a founder already building momentum on the platform, this discussion offers valuable insight into where live shopping is heading and how to approach it well.

TikTok Shop can transform a brand overnight — but the reality behind that growth is far more complex than most people realise.

In this panel discussion, beauty brand founders, operators and marketing leaders share their real-life TikTok Shop journeys — from viral products and sell-out moments to stock pressure, operational chaos, affiliate strategy and the challenge of staying relevant after explosive growth.

This is an honest look at what it actually takes to build momentum on TikTok Shop, especially for beauty brands navigating virality, community, logistics and multi-channel retail strategy.

In this video:

• How one product went viral and kept selling for two years
• What happens when a brand goes from near closure to thousands of orders in a weekend
• Why virality is not always as simple as it sounds
• The importance of stock planning, margins and fulfilment
• How affiliate content helps brands scale
• What traditional beauty brands must consider before launching on TikTok Shop
• Why hero products matter more than listing everything

Whether you are a founder, marketer, beauty operator or e-commerce leader, this conversation offers practical insight into how TikTok Shop really works behind the scenes.

Featured topics:

TikTok Shop for beauty brands, viral product growth, affiliate strategy, product-market fit, logistics, social commerce, live selling, beauty marketing and omnichannel brand building.

TikTok Shop is no longer a trend — it’s a complete shift in how brands grow.

In this exclusive panel, leading operators, founders, and brand builders unpack what is really driving growth on TikTok Shop in 2026.

From affiliate strategies and live shopping to content velocity and operational challenges, this is a raw, behind-the-scenes look at how beauty and wellness brands are scaling millions on the platform.

You’ll hear directly from:

• TikTok Shop operators working with global brands
• Founders scaling some of the fastest-growing beauty companies
• Experts in logistics, affiliates, and performance marketing

What you’ll learn:

• Why TikTok Shop is growing faster than traditional e-commerce
• How affiliate ecosystems drive 50–70% of revenue
• The role of content volume (and why brands are producing daily)
• Why live shopping is the next major unlock
• The biggest mistakes brands make when launching
• How logistics, operations, and marketing must work together

Key Insight:

Social commerce is set to triple globally by 2030 — and TikTok Shop is leading the shift.

This is not just a platform.

It’s a new operating system for commerce.

Tash Insights presents a live panel recorded at Soho House London, bringing together the co-founders of Transact Media Group alongside industry leaders to explore the future of AdTech, transactional data and outcome-based marketing.

In this candid conversation, Tash, Joel Williams, Adam Wilmshurst, Barry Cupples and Dan McClean unpack how the industry is shifting away from traditional agency models and toward measurable, transaction-driven performance. 

They share the thinking behind building Transact Media Group, the role of Mastercard data in creating a new performance ecosystem, and why brands are demanding more accountability than ever before.

This is a behind-the-scenes look at how modern marketing is evolving and what it takes to deliver real growth in today’s landscape.

You’ll hear:

• Why outcome-based marketing is replacing traditional media models
• How transactional data is reshaping targeting, measurement and attribution
• The challenges agencies face in proving real business impact
• Why CPA-driven models are gaining traction across global brands
• How TMG is building a full-funnel performance ecosystem across channels

It’s honest, insightful, and essential listening for anyone working in modern marketing, media, or growth.

Tash Insights presents a keynote from Joel Williams, co-founder of Transact Media Group (TMG), on the future of performance marketing and why the industry is shifting from clicks and impressions to real, verified business outcomes.

Joel shares the story behind building TMG, from bootstrapping early partnerships to creating a global performance ecosystem powered by transactional data. At a time when marketing budgets are under intense scrutiny, he argues that the only metric that truly matters is the transaction itself. 

TMG’s model focuses on guaranteed CPA outcomes, using billions of real purchase signals from partners like Mastercard to connect media exposure directly to real-world spending.

This talk breaks down how brands can move beyond vanity metrics and build marketing strategies grounded in measurable results.

You’ll hear:

• Why clicks and impressions are no longer enough for modern marketing
• How transactional data is changing audience targeting and attribution
• The rise of outcome-based media buying and guaranteed CPA models
• Why brands are demanding accountability across the full marketing funnel
• How performance marketing is evolving across programmatic, social, commerce and audio

It’s a sharp, practical look at where performance marketing is heading next.

For two years, Tash has been living online alongside a digital twin.

What began as an experiment in content and marketing quickly turned into multiple AI versions of herself, testing how avatars, identity and personal brands might scale in a world where AI can present, perform and even outproduce the original. 

These clips explore what digital twins actually are, how they work in real businesses, and what they could mean for creators, brands and the future of online identity.

Watch the full documentary now on YouTube!