Description

I'm a growth marketing specialist with 7+ years building creator-led acquisition strategies for DTC and healthcare brands across UK and EU markets.

My work sits at the intersection of influencer strategy, affiliate infrastructure, and performance marketing - I don't just find creators; I build channels. At Menwell (Manual & Voy), I scaled influencer and affiliate from zero to 30% of total customer acquisitions in six months, reduced CAC by 50% through whitelisting and creative testing, and scaled paid ad spend by 56% while keeping CAC flat.

I work with DTC e-commerce, health and wellness, and beauty and lifestyle brands that want influencer and affiliate marketing to actually move revenue - not just impressions.

Domaines d’expertise

Langues

Anglais
Bilingue ou natif

Préférences en matière de lieu de travail

Accepte de travailler sur site

Paris (jusqu’à 50 km)

MENWELL – MANUAL & Voy
Marketing Manager, Influencer Lead
HEALTH AND WELLNESS
octobre 2023 - avril 2026 (2 ans et 6 mois)
London, UK
Lead affiliate, influencer, and celebrity marketing strategy for a leading UK and European healthcare scale-up across men's and women's health brands.
Built and scaled the influencer and affiliate marketing channel (incl. AWIN) from 0 to 30% of total customer acquisitions within 6 months, establishing it as a primary growth driver
Implemented post-purchase attribution and HDYAU modelling in Google Analytics and Looker to measure incremental revenue impact of influencer marketing
Signed and activated 10+ high-profile celebrity brand partners, including 6 celebrity partnerships within 6 weeks, driving significant brand awareness growth and UGC content volume
Developed an influencer-led paid social strategy using creator whitelisting on Meta Ads Manager and TikTok Ads Manager with performance creative A/B testing, delivering 50% higher CTR and 50% reduction in CAC vs brand-led ads
Scaled paid social ad spend by 56% while maintaining CAC efficiency, achieving strong ROAS and enabling rapid customer acquisition growth without efficiency loss
Managed six-figure monthly marketing budgets and led a cross-functional team overseeing influencer recruitment, campaign execution, legal compliance (ASA), and performance reporting to senior stakeholders
Content marketing Paid Social influencer marketing affiliate marketing
NOALA LIMITED
Growth Marketing Manager
EDUCATION AND E-LEARNING
février 2022 - septembre 2023 (1 an et 7 mois)
United Kingdom
Owned the full-funnel growth marketing strategy for a clinical-led health startup, driving user acquisition across paid, organic, and partnership channels.
Reduced blended CAC by 40% by developing a content-first, full-funnel marketing strategy including SEO strategy that translated clinical research into engaging social and digital narratives
Managed performance marketing channels including Paid Social (Meta Ads Manager, LinkedIn), Google Ads, SEO, and lifecycle marketing via Mailchimp & HubSpot, improving overall funnel conversion performance
Built and scaled creator and influencer partnerships to accelerate clinical study recruitment, combining paid amplification on Meta and organic social reach strategies
Implemented CRM and lifecycle marketing automation, developing automated email journeys that improved user onboarding, engagement, and retention rates
Partnered with clinical and product teams to ensure all campaigns met medical advertising regulations (HIPAA) while maintaining strong conversion performance and ROAS targets
Managed external agencies (web design and development) and mentored junior marketers while coordinating cross-functional collaboration across design, product, and compliance teams.
SEO CRM Management Hubspot Team management Content marketing
THE ONE K CONSULTANCY
International Brand & Social Marketing Manager
RETAIL (LARGE RETAILERS)
mars 2021 - novembre 2021 (8 mois)
Cape Town, South Africa
Led international brand and social marketing campaigns for corporate clients across multiple global markets.
Managed and created social media content strategies and monthly content calendars for over 10 clients across multiple industries and global markets
Executed integrated marketing campaigns across TV, radio, OOH, PR, and digital channels, supporting international brand launches and awareness growth
Built and managed social media channels from the ground up, developing content strategies and influencer collaborations to drive engagement and community growth for a JSE-listed company
Coordinated global campaign execution with design agencies and developers, delivering high-converting campaign assets and localised websites
Managed campaign budgets and performance reporting, using consumer insights to optimise marketing performance across international markets
Directed creative production for cross-channel campaigns, ensuring consistent brand storytelling across traditional and digital platforms
Social media Content marketing User Experience Design OOH Marketing

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Bachelor of Business Administration (BBA)
Vega School
Bachelor of Business Administration (BBA)

Tanya Van Der Merwe

Influencer & Affiliate Marketing Strategist | DTC

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