Charlotte Tilburys Ambassador Program

It all started when I joined Charlotte Tilbury on a six month contract to support the Senior Manager across affiliates, with a clear priority to build and scale the ambassador programme, Magic Makeup Stars.

The programme was structured across three key groups: retail staff, professional makeup artists and social creators. My first focus was growing the ambassador database, which I scaled through hands on outreach, targeted recruitment, platform discovery and close collaboration with other channel owners to secure visibility across site placements and social posts. Within six months, the database grew by 971 percent from a very small base that initially consisted only of retail staff. By the time I left, applications were coming in organically, allowing the team to shift effort from recruitment to optimisation.

Alongside growth, I managed day to day programme engagement, activating members around new product launches and key trading moments. When commercial pushes were needed, I worked with talent on a gifted basis to drive timely content and traction. As performance became visible across the business, other teams began proactively feeding into the programme. The social team shared briefing opportunities and the CRM team requested creator content to support more UGC led emails.

Overall, I grew programme membership by 265 percent and increased affiliate driven revenue by 69 percent within six months, while working cross functionally with internal teams to align creators with campaign moments, content needs and brand guidelines.