Joel Williams

I’ve been incredibly fortunate to co-found and build Transact Media Group (TMG) alongside some true industry titans — and to partner with some of the biggest players in the market.

While everyone naturally chases the biggest deals and logos, one of the biggest lessons I’ve learned over the past 12 months is the power of going deep on strategic partnerships. I touch on a few of these in the podcast clip, but the reality is simple: without these people, our business wouldn’t be what it is today.

Doing strategic partnerships properly is one of the biggest hacks in business. 

You surround yourself with C-suite leaders and VPs at hungry, ambitious businesses. You test, you learn, and you build — and in the process, you become a far better all-round operator. I don’t need to name names; those people know who they are.

Feeling genuinely privileged to be building something truly game-changing for the market — and even more excited to show up every day and work on it.

We believe we’ve built a product for everyone.
Grow with us.

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.

Really appreciate Campaign UK for the coverage and for taking the time to tell the Transact Media Group (TMG) story.

2025 was a defining year for Transact Media Group — contributing to $50m+ GMV for partners, scaling our team significantly, and seeing 700+ brands commit to campaigns through TMG Business Manager. Most importantly, it validated our belief that performance marketing needs to be built around outcomes, not proxies.

As our Chairman Barry Cupples put it in the piece:
 “Outcome-based media isn’t a trend — it’s a correction. When incentives are aligned, growth follows.”

That philosophy underpins everything we’re building — from launching Programmatic and Google Shopping on a straight CPA basis, to expanding across Europe, APAC, the Middle East, and into the U.S. in 2026.

Thanks to our partners, clients, and the TMG team for the trust and collaboration. The focus now is on scaling responsibly and continuing to deliver real commercial results.

Read more below. Onwards 🚀

Open article: Transact Media Group Eyes 2026 U.S Expansion After Driving $50M GMV for Partners by campaignlive.co.uk

Transact Media Group Eyes 2026 U.S Expansion After Driving $50M GMV for Partners

Media. Data. Commerce. Connected By Transactions.

Tonight, I must start packing my suitcase for Affiliate Summit West, in Las Vegas.

📅 11th–14th January 2026 – Networking, exploring affiliate opportunities, and catching up with partners in tech and e-commerce.

After the summit, we’re heading to New York 🗽 to meet clients, agencies, and brands — showing how Transact Media Group (TMG) helps turn marketing into real business outcomes:

✨ Transact Signals – audience targeting powered our exclusive transaction-level data algorithm
 📺 Programmatic & CTV Activation – measurable campaign performance
 🛒 Consumer Platforms – generating demand and driving commerce

I’ll be traveling with my Co-Founder and good friend, Adam Wilmshurst, and we’re amazed — 55+ meetings booked next week! 

Can’t wait to connect, collaborate, and spark some exciting partnerships. The US is a very important market for us this year, building on a strong foundation laid last year.

🏴‍☠️ 🚀 🇺🇸

For those who know me, you’ll be aware of my passion for Wales and business — so I’m really excited to be taking to the stage with my good friend, Gareth Lewis!

On Thursday 19 February, as part of Wales Week / London, I’ll be hosting a thought-provoking lunchtime lecture at Transact Media Group (TMG) HQ, 100 Bishopsgate, in partnership with Vivid Financial Planning.

Why (Welsh) Businesses Need To Think Global

We’ll explore how data, marketing, and growth can become your core profit engine, including:

1. How data can unlock better decision-making and fuel profitable growth
2. Why marketing should be treated as a strategic growth engine, not a cost
3. What Welsh businesses need to do differently to compete on a global stage
4. Practical lessons from organisations successfully scaling beyond borders
5. This session is designed for founders, directors, and senior leaders looking to future-proof their business and maximise long-term value — whether you’re already operating internationally or preparing for the next stage of growth.

Time: 1:00pm – 2:00pm
Format: Lunchtime lecture & discussion

Register below and join us for an engaging session on thinking bigger, growing smarter, and taking Welsh businesses global! - https://lnkd.in/ehrQrMtx

Thanks for the opportunity Mike Jordan & Dan Langford OBE.

https://lnkd.in/e2NkNAbz

Open article: Why (Welsh) Businesses Need To Think Global by walesweek.london

Why (Welsh) Businesses Need To Think Global

It was great to feature in this episode.

Happy New Year all.

View company: London School of DIGITAL BUSINESS

Marketing looks very different when results, not dashboards, are the scoreboard. In this GPIS episode, Sachin Parekh sits down with Joel Williams, Founder of Transact Media Group (TMG) Group, to unpack what happens when marketing is tied directly to real transactions, real revenue, and real accountability. 

Joel shares how he scaled fast by rejecting vanity metrics, betting on outcome-driven execution, and building systems where performance can actually be proven. 

It’s a sharp, no-nonsense conversation about incrementality, guaranteed results, and why the future of marketing belongs to those who are willing to be measured where it truly counts.

YouTube: https://lnkd.in/d2qBq3dT
YouTube Music: https://lnkd.in/dBg3kHxT
Spotify: https://lnkd.in/d5bNgdux

#GPISSeason2 #MarketingLeadership #PerformanceMarketing #RevenueDriven #OutcomeFirst #B2BMarketing #MarketingAccountability #RealResults #GrowthStrategy #LSDBUK

A big week in the US, spending time with some of the world’s largest brands and agencies.

We’re building deep, strategic partnerships that will significantly accelerate our growth in the market.

This week, it’s back to execution across our other regions — launching a truly company-changing deal and continuing to scale our new products.

We also had a lot of fun filming the below podcast with Tash Courtenay-Smith — check this out ..highlighting a snippet of some of that growth. More PR announcements are coming soon, along with our newly launched Transact Media Group (TMG) Business Manager.

I almost, can’t keep up with our own pace, but we keep putting one foot in front of the other.

Our mission is clear - using transactional-based data to drive meaningful business outcomes from media, not just surface-level metrics.

Striding onwards, Joel 🚀 

https://lnkd.in/e5TupqrH

Open video: Why Performance Marketing Is Being Rebuilt Around Transactions | Tash Insights on youtube.com

Why Performance Marketing Is Being Rebuilt Around Transactions | Tash Insights

A lovely way to wake up to a PR push about our offering in the Middle East this morning from the US.

Humbled by our next phase of growth.

Onwards 🚀 😎

Transact Media Group (TMG) and InMotion have launched Transact Data, a new off-the-shelf transactional insights product giving brands across the Middle East access to scalable, privacy-safe behavioural signals.

The product also includes off-the-shelf private marketplaces (PMPs), giving agencies fully packaged, commerce-driven private marketplace deals ready for immediate activation.

“Brands need real, actionable consumer signals — not guesswork,” said Joel Williams, CEO, TMG. “Transact Data delivers exactly that."

Read the full article here:
https://lnkd.in/g3fj49-N

Open article: TMG, InMotion bring off-the-shelf transactional signals to marketers with ‘Transact Data’ - Campaign Middle East by campaignme.com

TMG, InMotion bring off-the-shelf transactional signals to marketers with ‘Transact Data’ - Campaign Middle East

Founder, Tash Partners | Fractional Growth & CMO Leadership | Growth Infrastructure & Content Systems

A lot can happen in 12 months... just ask Joel Williams and Adam Wilmshurst.

Almost a year after we caught up in the podcast studio to chat about the start of Transact Media Group (TMG), we were back in the studio to reflect on a period that has seen TMG go from 10-15 early client wins to:

✅ Being active in 30+ territories
✅ Running campaigns across Europe, APAC, the Middle East and the Americas
✅ Partnering with some of the most sophisticated brands and agencies in the world – including Mastercard

I'm also explaining why the marketing funnel is no longer a funnel... it's a sieve (with thanks to my good friend Charles Denton for an outstanding metaphor!)

#tashinsights #dtcinsights #ecombrands #femalefounders #newsletter

If you’re free on Wednesday night, I’ll be speaking at empowHER In the Making: Build, Break & Rebuild at The Little Violet Door in London. Nicole Harv

Open article: What a difference a year makes... by Tash Courtenay-Smith • 9 min read

Tash is the founder of Tash Partners, working with beauty, consumer and e-commerce brands and technology businesses to design and scale growth infrastructure and teams across content systems, performance marketing and AI-enabled operations.

Tash Partners operates through fractional leadership, advisory and NED roles, embedding cross-functionally with founders, boards and senior teams to build durable growth engines. The focus is on upskilling internal teams, implementing scalable operating models, and combining in-house capability with outsourced execution to deliver measurable commercial outcomes.

Alongside consultancy, Tash manages a private investment portfolio with equity positions across brands, adtech and eCommerce technology. 

Tash began her career in women's magazines and national newspapers, become a senior writer at the Daily Mail from 2004 to 2007. Subsequently, Tash founded Talk to the Press, the UK’s first online press and story brokering agency. 

Talk to the Press pioneered a digital-first, trust-based model for sourcing exclusive stories and supporting individuals in the media spotlight, using early SEO, PPC, email & inbound content tactics ahead of their time, consistently outranking competitors including The Sun, The Daily Mirror and SWNS Media group. 

The company was acquired by SWNS Media Group in 2014, Tash was featured in Management Today's 35 Under 35 and the business retains its early SERP dominance to this day.

Tash has since launched and exited multiple ventures, including Luminositie (Amazon-native beauty brand) and DTC Live, the UK’s leading eCommerce event and community, supporting over 6,000 brands.

From 2017–2023, Tash co-founded and was CEO of Bolt Digital, scaling 200+ beauty and FMCG brands through performance-led content, storytelling and growth strategy. Clients included Absolute Collagen, The INKEY List, This Works, CurrentBody, Zooki and Sculpted by Aimee.

Tash also hosts Tash Insights (Sky, Spotify & Youtube), spotlighting leaders in business, growth, AI and eCommerce, and is the founder of Biz Kids UK, a viral TikTok and YouTube series teaching financial literacy and personal development to Gen A and Z, reaching 25M+ views and partnering with brands including VISA and Stagecoach Performing Arts.

An official HeyGen Pioneer, Tash works at the intersection of AI, digital identity and music, using avatars and automation to scale content production and performance. 

Tash serves on the CEW UK board and is the author of two bestselling books, The Million Dollar Blog and Stand Out Online (Hachette).

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Joel Williams

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Joel Williams's LinkedIn Performance

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