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.