Tash Insights

Marketing efficiency, content factories and outcome-based growth | Tash at Built by HER

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 talks through the two businesses she is currently building and why both are focused on the same underlying challenge: improving marketing efficiency in a world where attribution is increasingly unreliable and the demand for content keeps rising. She shares how Transact Media Group is building a CPA-first AdTech ecosystem in partnership with Mastercard, allowing brands to pay on results measured at card transaction level across programmatic, CTV, audio and social. She also explains how her AI-powered content factory has grown from an offshore creative support team into a global production operation for brands under pressure to ship more content, faster. You’ll hear: * Why attribution conversations are becoming less useful for brands * How CPA-first media models can change performance marketing * Why transaction-level measurement is becoming more important * How AI is reshaping creative production and content output * Why production capacity is now one of the biggest growth levers * How digital twins can help founders scale their own content This is a practical listen for founders, operators and marketers trying to improve efficiency, reduce wasted spend and build the production systems modern brands now need.

Why AI fluency is becoming a founder muscle | Tash at Built by HER

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 a different case for AI adoption. Beyond productivity, she argues that AI is changing how founders process problems, make decisions and move from idea to output. Using the analogy of training for a marathon, Tash explains why AI fluency needs to be built through daily practice. The founders who gain the most advantage may not be the ones with the most advanced tools, but the ones who get used to solving problems faster, producing work faster and operating at a new pace. You’ll hear: * Why AI adoption is becoming a daily operating habit * How faster output may change the way founders think * Why AI fluency works like a muscle * How AI can compress the gap between idea and execution * Why mundane work can be reduced to create more space for creativity * What founders should be practising now to prepare for the next five years This is a useful listen for founders, operators and leaders who know AI matters, but have not yet made it part of their daily way of working.

Why every founder needs to build a personal brand | Tash at Built by HER

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.

AI, content factories and founder-led brands | Tash at Built by HER New York

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.

The Truth About TikTok Shop Profitability

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.