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 focus on building and scaling the ambassador programme, Magic Makeup Stars.

The programme was structured across three core groups: retail staff, professional makeup artists, and social creators. My initial priority was expanding the ambassador database, which I scaled through proactive outreach, targeted recruitment, platform discovery, and close collaboration with wider channel owners to secure visibility across site placements and social activity. Within six months, the database grew by 971% from a very small base that had initially consisted solely of retail staff. By the time I left, applications were being driven organically, allowing the team to shift focus from recruitment to optimisation and long-term engagement.

Alongside programme growth, I managed day-to-day ambassador engagement, activating members around new product launches and key trading moments. When commercial pushes were required, I worked closely with talent on a gifted basis to drive timely content, conversation, and traction across social channels. As the programme’s impact became more visible internally, other teams began proactively feeding into it, with the social team sharing creator briefing opportunities and the CRM team requesting ambassador-generated content to support more UGC-led email campaigns.

Through proactive outreach, I was also able to secure one of the industry’s first brand collaborations with Canadian makeup artist Selena Marchand (@selenamp), who has an audience of over 515,000 highly engaged followers. Identifying emerging creators early and building relationships ahead of competitors became a key strength within the programme’s growth strategy.

In addition, through Magic Makeup Stars, I helped conceptualise and onboard gamers and livestream creators, expanding the brand’s creator ecosystem beyond traditional beauty audiences and helping extend Charlotte Tilbury’s reach onto platforms including Twitch and Kick.

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