About Tanith
Marketing Director and Creative Strategist with 7+ years scaling D2C brands across skincare, beauty, fashion and wellness. Currently directing all digital and brand activity at MGC Derma (premium CBD skincare, stocked at Prince Pharmacy, Look Fantastic, Cult Beauty). Previously in-house at Tropic Skincare and KILLSTAR Clothing, and agency-side at Pink Squid (KPMG, LSEG, Cleveland Clinic London).
I sit at the intersection of brand and performance - designing campaigns that are commercially sharp and creatively engaging. Most of my work is for founder-led or scaling D2C brands that need a senior brain across the whole funnel: positioning, paid, content, site/UX, OOH and retention.
Recent results:
- +14% D2C revenue growth at Tropic Skincare, shifting brand growth in D2C from core B2B.
- +60% YoY featured-product sales from an integrated OOH + digital campaign ('Tropic Tamanu Balm')
- Rebuilt KILLSTAR's paid media strategy, scaling paid incremental revenue from -40% to +20% YoY
- Stewarded 7-figure media budgets across UK and international markets for global brands
- Now directing a team of 5 + agency partner across new site build, paid + organic social, brand TOV, copywriting and retail OOH at MGC Derma
How I usually help:
- Fractional / interim marketing direction for D2C brands
- D2C launch and scale-up strategy (paid, organic, CRM, site)
- Creative strategy and campaign concepting (digital + OOH)
- Paid media audits and rebuilds across Meta, Google, TikTok, Pinterest
- Brand TOV, copywriting and content direction
Stack: Meta / Google / TikTok / Pinterest Ads, GA4, Shopify, Klaviyo, Triplewhale, SEMrush, Canva, Miro, Claude, Trello, Buffer.
Background: BA in Fashion Journalism from Central Saint Martins, which is where the copywriting, brand TOV and visual direction side of my work comes from — I treat brand and performance as two sides of the same coin.
English
Native or bilingual
Remote only
Primarily works remotely
Experience
- MGC Derma SkincareFractional Marketing DirectorFASHION AND COSMETICSJanuary 2026 - Today (7 months)Leading D2C marketing strategy and team build, supporting prestige retail debut.Built and managed five-person in-house team - social, ecomm, marketing assistant, creatives and agency partner.Owning strategy and creative direction across digital and OOH outputs, with end-to-end leadership on retail launch creative.Key Achievements:
- Creative directed digital multi-format in-store launch in Prince Pharmacy (Westfield and Notting Hill): lift-and-learn screens, floor-to-ceiling installations and in-shelf displays.
- Built MGC Derma's marketing function end-to-end — team structure, brand guidelines and creative production pipeline, working directly with founder on commercial planning.
- KILLSTAR ClothingSenior Acquisition ManagerFASHION AND COSMETICSJanuary 2025 - February 2026 (1 year and 1 month)Brighton, Brighton and Hove, UKLead end-to-end acquisition strategy, creative direction and performance acrossPPC, paid social, affiliates, UX and influencer whitelisting.Partnered cross-functionally across E-comm, Social and Wholesale teams onunified growth plans. Lead rebrand with head of brand.Key Achievements:
- Key lead in rebrand, new site build, UX and major new customer acquisition strategy.
- Proposed and activated gross demand plan, reporting directly to Founder, CFO and COO. Scaling MCOS from 5% to 12%
- Rebuilt paid media framework and creative strategy, scaling incremental revenue from –40% to +20% YoY.
- Drove +14% new user acquisition through integrated, multi-channel growth strategy.
- Tropic SkincareDigital Marketing ManagerFASHION AND COSMETICSOctober 2023 - December 2024 (1 year and 2 months)London, UKOwned strategy, budgets and creative direction across PPC, paid social, affiliates,influencer and acquisition UX for D2C channels.Led creative direction and management of paid ads, creative and content teams. Key lead in D2C activation in a historically B2B (ambassador-led) brand.Key Achievements:
- Drove +14% D2C revenue growth - the brand's first meaningful direct-to-consumer uplift.
- Project managed full funnel omnichannel OOH, PR & digital activation campaign delivering +58% new users and +60% YoY featured product sales.
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Education
- Bachelor of ArtsUniversity of the Arts London2016BA Hons, Fashion Communication: Journalism
- LA College of Creative Arts Certificate in Fashion & Bridal Makeup, Fashion and bridal makeupLA College of Creative Arts2012LA College of Creative Arts Certificate in Fashion & Bridal Makeup, Fashion and bridal makeup