Joel Williams

Founder, Tash Partners | Fractional Digital Director / CMO | Growth Infrastructure & Content Systems

Tash is the founder of Tash Partners, working with leading beauty, consumer and e-commerce brands and technology businesses - including The Body Shop, Absolute Collagen and This Works - 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, and is a co-founder of Transact Media Group, an outcomes-based media platform developed in partnership with Mastercard.

Tash began her career in women's magazines and national newspapers, becoming Acting Health Editor and senior writer at the Daily Mail from 2004 to 2007.

She later founded Talk to the Press, the UK’s first online press and story brokering agency. The business pioneered a digital-first, trust-based model for sourcing exclusive stories and supporting individuals in the media spotlight, using early SEO, PPC and inbound content strategies ahead of their time.

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 search and digital dominance to this day.

Tash has since launched and exited multiple ventures, including Luminositie (an 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 (Spotify & Youtube), spotlighting leaders in business, growth, AI and eCommerce, and is the founder of Biz Kids UK, a viral TikTok and YouTube series reaching 25M+ views and partnering with brands including VISA and Stagecoach.

An official HeyGen Pioneer, Tash applies AI, digital identity and avatar-led content systems to scale performance and production.

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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