Joel Williams

2026 already feels different. 

January was a sprint across tech and sales — and I’m proud to say we’re now trading globally. We finalised Canada over the weekend, which complements our US and Brazil algorithms across the Americas, nicely — a moment of real serendipity - as we head into our next growth chapter.

We’re now live in 27 markets:
Australia, Austria, Belgium, Brazil, Canada, Czech Republic, Denmark, Finland, Germany, Greece, Ireland, Italy, Japan, Malaysia, Netherlands, New Zealand, Norway, Poland, Portugal, Romania, Singapore, Spain, Sweden, UAE, KSA, UK and the US.

I also turned 29 in January, and I’ve never felt hungrier to push myself further before my 30th birthday. As someone who has never taken the easy route, I can safely say that this year will be the biggest yet. 

This is why 700+ advertisers have already registered for Transact Media Group (TMG) Business Manager. With 45+ integrations complete, it takes just three clicks to get started for outcome based marketing or data activations. 

Our mission is clear, we believe using historic transactional data will impact your future transactions and lead to enhanced business results. 

The problems we are solving for our brand & agency partners:
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1. Improve campaign performance – Leveraging transactional data to optimise social and programmatic media campaigns.
2. Business outcome marketing – Running fixed cost-per-sale or outcome-based campaigns to acquire new or engage existing customers across display, video, connected TV, YouTube, and podcasts.
3. Measure real impact – Tracking how connected TV (CTV) marketing actually drives purchases, not just impressions.
4. Repurpose creative content – Working with content creators to turn Meta and TikTok content into high-performing programmatic ads, matched directly to transactional data sets.

I’m excited to welcome Mike and Debbie as we scale our North America go-to-market.

Huge thanks to the team - this show is only just getting started, I’m honoured to lead this business forward. 

Thank you for all your continued support.

Lead Pronto - Lead Generation Experts

Responsible for developing multi-channel marketing strategies for all clients, while managing Paid Social & Native budgets of up to £150,000+ a week. Oversee the creation, building, implementation, and optimisation of our national and International advertising campaigns.

We are responsible for generating consistent, high-quality leads in the following sectors:

Solar (Commercial & Residential)
French Solar 
Boilers (ATP + Free)
Insulation
HDR
Remortgaging & Mortgaging
ECO4
Business Energy Claims
Window & Doors
Data Breach
Flight Delays
PCP & HP
Diesel Emissions
UDC
Home Security
Photography 
Models
Debt
PPI Tax
Tax Claims
Driveways, Patios & Pathways

Responsible for spearheading Pronto’s introduction, growth & dominance into TikTok & Native advertising - becoming one of TikToks & Taboolas ‘Go To’ Lead Generation agencies. 

I play a vital role in the development and implementation of the creative strategy processes, working with creators and outlining UGC briefs, scripts, and the video creative execution process. Alongside, creating UGC creatives that convert at scale in-house.

My ability to analyse and interpret data allows me to identify trends and patterns that are leveraged to create effective and engaging content that converts at high levels. Additionally, my attention to detail and problem-solving skills allows me to adapt to changing client and business needs and priorities, making me a valuable asset in the implementation phase of our campaigns.

If you are looking for high-quality leads in any of the listed sectors, or any other sector, then feel free to reach out!

Lead Paid Social & Native Manager

Castle International

As the Digital Growth Manager of Castle International, it was my role to lead the creation, building, implementation, and optimisation of our national and global advertising campaigns for both our clients, including some of the UK’s biggest household names and in-house brands. 

As a key member of the team, I played a vital role in the development and implementation of the creative strategy processes, working with creators and outlining UGC briefs, scripts, and the video creative execution process. 

My ability to analyse and interpret data allowed me to identify trends and patterns that were leveraged to create effective and engaging content that converted at high levels. Additionally, my attention to detail and problem-solving skills allowed me to adapt to changing client and business needs and priorities, making me a valuable asset in the implementation phase.

I directly reported to and worked alongside the Castle International CEO on a day-to-day basis to ensure that business objectives were being achieved for both our clients and in-house brands. 

Overall, my contributions were essential in driving the success of our creative efforts and achieving our business objectives for both Castle and our clients.

𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬:

- £13.5+ Million in Client Revenue Made
- £400,000+ in Retainer Revenue Made
- £5+ Million in Ad Spend Managed
- 1.2+ Million Leads Generated 
- 39% Average Conversion Rate
- 8:1 Average ROAS
- Paid Social Lead on multiple national & global campaigns.
- Spearheaded Castle’s introduction, growth & dominance into TikTok advertising, eventually turning Castle into a TikTok Marketing Partner.
- Successfully partnered with TikTok & created a joint business case to change their company stance on advertising for the debt industry and removing it from the prohibited industry list.

Digital Growth Manager

As the Paid Social Manager at Castle International, it is my role to create, build, implement and optimise our lead generation and eCommerce client's advertising through platforms such as Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest, Reddit, and Quora.

Key Achievements:
- £10,000,000+ in revenue generated 
- Average ROAS of 8:1
- 200,000+ leads generated 
- £7 average CPL
- 34% average lead conversion rate 
- Highly commended - Performance Agency of the Year
- Increased Castle clients retainers due to highly successful campaigns

Paid Social Manager

As the Paid Social Account Manager at Castle International, it was my role to create, build, implement and optimise our lead generation and eCommerce client's advertising through platforms such as Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest, Reddit, and Quora.

Key Achievements:
- £10,000,000+ in revenue generated 
- Average ROAS of 8:1
- 50,000+ leads generated 
- £7 average CPL
- 28% average lead conversion rate 
- Highly commended - Performance Agency of the Year
- Increased Castle clients retainers due to highly successful campaigns

Paid Social Account Manager

As a paid social assistant, I played a key role in increasing our client's revenue and leads through the use of social media advertising across multiple social media platforms.

Paid Social Assistant

My apprenticeship with Castle International was the perfect introduction into the digital marketing world. 

I worked on all our clients as a paid social apprentice to help the paid social department to elevate our lead generation and e-commerce clients social media results & presence through the use of paid social advertising.

Paid Social Apprentice

Saint Louis Clothing

Saint Louis is a brand new, premium menswear and boys wear brand, with a strong focus on encouraging men to invest in quality, high-end clothing that can be worn in all seasons. 

Founded in 2021, we officially launched our first collection of quality, casual and smart wear clothing that makes you stand out for all the right reasons.

Founder

The Venmore Group

My short internship at The Venmore Property Group was spent with the owner of one of the Liverpool city branches, researching possible ways that the business could be expanded through partnerships with other property groups and businesses in the local region and nationwide.

I was responsible for researching, collecting data, and building out reports based on ways that The Venmore Property Group could enhance its presence and establish itself as the go to property group.

Researcher

Digital Growth Manager @ Castle 🏰 Scaling eCom, Lead Gen, & PPL brands through creative social media marketing ⚡

Hi, I’m Louis 👋 

I’m a creative & data-driven marketer with many years of experience in managing and overseeing Paid Social & Native campaigns, helping to ensure high performances are achieved. 

I have experience delivering successful advertising campaigns in major global countries such as the UK, USA, UAE, Canada, Spain, France, Germany, South Africa, Australia, Switzerland, China, Malaysia, and Singapore.

My ability to analyse and interpret data allows me to identify trends and patterns that can be leveraged to create effective and engaging content that converts. Additionally, my attention to detail and problem-solving skills allow me to adapt to changing needs and priorities, making me a valuable asset in the implementation phase. 

With all digital campaigns, I play a vital role in the development and implementation of the creative strategy processes, working with creators and outlining UGC briefs, scripts, and the video creative execution process for both external and internal UGC creation. I use top level data to make informed decisions, which helps to ensure the success of our digital campaigns.

My client portfolio spans across 20+ industries, while having worked on projects with some of the largest household brands, including Amazon, Swan Brand, Steven Brown Art, Supreme CBD, DAM Health, Liverpool FC, Celtic FC, and Rangers FC. Furthermore, I've led on multiple major social campaigns in projects such as the Diesel Emissions Scandal, the launch of the world's first Alexa Kettle through Swan Brand and their partnership with Amazon, and OOH campaigns for Swan Brand. 

If you want to learn all things Paid Social & Native, see some useful ad hacks, and fun stats then make sure you follow me! 🙂

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Joel Williams

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