Built for brands serious about social commerce.

Founded by leaders with experience inside TikTok and across global media and commerce organisations, we combine platform insight with operational rigour to help brands scale with confidence.

ONYX in action

800% GMV growth

Across TikTok Shop activations

6-figure monthly GMV

Achieved from launch

80%+ of revenue via creators

Driven by affiliate ecosystems

400+ active creators

Across brand programmes

294K+ Live views

From a single activation

13% engagement rate

Top-performing creator content

400% increase in content output

Scaling creator-led demand

ONYX was founded to bridge the gap between marketing and commercial outcomes.

Having worked inside TikTok and across agency and commerce environments, our leadership team saw how difficult it was for brands to scale and operationalise TikTok Shop into a consistent revenue engine. That experience shaped our belief that social commerce requires greater structure, discipline and a clearer link to commercial outcomes.

With leadership experience from inside TikTok, we understand how the platform works and evolves, giving our clients an advantage as they scale.

Our Leadership Team.

ONYX is led by a team with deep experience across platforms, agencies and high-growth businesses.

  • Luke Townsin. Co-Founder.

    A marketing, product and operations leader with senior experience at TikTok and Twitter. Luke has built and scaled teams, products and businesses across multiple markets, working at the intersection of media, creativity and commerce. He focuses on helping brands translate platform opportunity into structured, revenue-driving growth.

    Luke Townsin. Co-Founder.

    A marketing, product and operations leader with senior experience at TikTok and Twitter. Luke has built and scaled teams, products and businesses across multiple markets, working at the intersection of media, creativity and commerce. He focuses on helping brands translate platform opportunity into structured, revenue-driving growth.

  • Martin Kelly. Co-Founder & CEO.

    An entrepreneur and former International CEO of Kepler Group, Martin founded Infectious Media and scaled it into one of Europe’s leading digital agencies before its sale. He has built and led businesses across multiple markets, combining commercial strategy with operational discipline. At ONYX, he focuses on driving growth, performance and long-term value for clients.

    Martin Kelly. Co-Founder & CEO.

    An entrepreneur and former International CEO of Kepler Group, Martin founded Infectious Media and scaled it into one of Europe’s leading digital agencies before its sale. He has built and led businesses across multiple markets, combining commercial strategy with operational discipline. At ONYX, he focuses on driving growth, performance and long-term value for clients.

  • Stephanie Carr. Co-Founder.

    A commercial and operations leader with global experience across agency, SaaS and publisher environments. Stephanie has built high-performing teams and supported multiple agency exits, with a strong focus on scalable, people-led growth. She brings a structured approach to building organisations that can grow sustainably while maintaining performance.

    Stephanie Carr. Co-Founder.

    A commercial and operations leader with global experience across agency, SaaS and publisher environments. Stephanie has built high-performing teams and supported multiple agency exits, with a strong focus on scalable, people-led growth. She brings a structured approach to building organisations that can grow sustainably while maintaining performance.

  • Katy Hallam. Director, Client Services & Strategy.

    Former TikTok Shop Strategy & Operations Lead for the UK, with prior experience at Amazon. Katy specialises in building effective commerce operations and translating platform capability into scalable revenue opportunities. She has worked across leading beauty brands on TikTok Shop, including L’Oréal, bringing deep experience in high-growth categories.

    Katy Hallam. Director, Client Services & Strategy.

    Former TikTok Shop Strategy & Operations Lead for the UK, with prior experience at Amazon. Katy specialises in building effective commerce operations and translating platform capability into scalable revenue opportunities. She has worked across leading beauty brands on TikTok Shop, including L’Oréal, bringing deep experience in high-growth categories.

  • Broghan Smith. Commercial Director .

    A commercial leader with over 13 years’ experience across the sports and fashion industry. At TikTok Shop, Broghan led the fashion and beauty Key Accounts team, scaling it into one of the largest verticals in the UK. Prior to this, he held roles at adidas and Puma, focusing on digital sales transformation and driving growth across key retail partners.

    Broghan Smith. Commercial Director .

    A commercial leader with over 13 years’ experience across the sports and fashion industry. At TikTok Shop, Broghan led the fashion and beauty Key Accounts team, scaling it into one of the largest verticals in the UK. Prior to this, he held roles at adidas and Puma, focusing on digital sales transformation and driving growth across key retail partners.

A new model for growth.

Growth on TikTok comes from systems, not single tactics.

Social commerce has moved beyond experimentation. It is now a core growth channel for brands that approach it with structure and discipline.

Success on TikTok comes from connecting creators, content, commerce and operations into a coordinated system. ONYX builds that system, turning TikTok into a dependable engine for growth.

Where leading brands go to scale on TikTok
Sustainable commerce growth.

How we partner with brands.

We work as a long-term growth partner, embedding strategic thinking and operational expertise directly into your team.

From shaping strategy to managing execution, our focus is on building systems that deliver consistent performance and support sustainable growth. Our role is not to just run campaigns, but to help you establish social commerce as a dependable part of your business.

Embedded approach

We work as an extension of your team, not an external supplier.

Strategy to execution

From planning through to delivery, everything is connected.

Built for performance

Every decision is focused on driving measurable results.

Designed to scale

We build systems that support long-term, repeatable growth.

Ready to build your next growth channel?

We help brands move with confidence and build revenue channels that scale.
We’re ready when you are.