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Malt Strategy
Tanya Van Der MerweTV

Tanya Van Der Merwe

Influencer & Affiliate Marketing Strategist | DTC

€400/day
Paris, FR
3-7 years
Content marketing
Partnerships
Paid Social
Social media
Marketing

Average response time: 1 hour

About Tanya

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.
E-commerce
Fashion and Cosmetics
Food and Beverage
Health and Wellness
Healthcare Providers

  • English

    Native or bilingual

Can work on-site
Paris (up to 50km)

Experience

  • MENWELL – MANUAL & Voy
    Marketing Manager, Influencer Lead
    HEALTH AND WELLNESS
    October 2023 - April 2026 (2 years and 6 months)
    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
    February 2022 - September 2023 (1 year and 7 months)
    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)
    March 2021 - November 2021 (8 months)
    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
Check out Tanya's experience

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Education

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

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