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:
﻿
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

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! 🙂

taplio

The Battle

Joel Williams

Louis Melia

Followers

Posts

Engagements

Likes

Performance ScoreJoel Williams's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Joel Williams

Louis Melia

Followers

Posts

Engagements

Likes

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

Ready to grow your LinkedIn presence?

Performance ScoreJoel Williams's LinkedIn Performance