{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Episode 281: Leading Media Buyers, Winning on TikTok Shop & the New Creative Playbook","description":"Episode Description TikTok Shop is creating a totally different kind of opportunity for ecommerce brands, but it is not just another paid ads platform. In this episode, Molly Pittman sits down with Smart Marketer\u2019s Manager of Advertising, Dilyana Doychinova, for a behind-the-scenes look at what it really takes to lead paid performance teams, support media buyers, and stay ahead as Meta, TikTok Shop, Google, and AI continue to evolve. Dilyana shares how Smart Marketer builds a culture where media buyers can ask for help without feeling like they\u2019re failing, why strong SOPs need to teach the \u201cwhy\u201d behind the strategy, and what brands need to understand before jumping into TikTok Shop. You\u2019ll hear why TikTok Shop requires a completely different mindset than Meta, how affiliates and samples shape the platform, and why the creative learnings from TikTok can become valuable across your entire paid media strategy. \u201cTikTok has nothing to do with Meta, honestly. TikTok is closer to Netflix than it\u2019s to Meta.\u201d \u2013 Dilyana Doychinova If you manage a paid traffic team, work with media buyers, or are trying to figure out whether TikTok Shop belongs in your growth strategy, this episode is packed with real-world insight from inside the Smart Marketer Agency. You Will Learn: \u2022 How Dilyana went from almost missing the Smart Marketer opportunity to leading the paid performance team. \u2022 Why media buyers need both accountability and psychological safety to do their best work. \u2022 How Smart Marketer onboards new media buyers without throwing them into the deep end. \u2022 Why SOPs should teach decision-making, not just checklists. \u2022 How the Smart Marketer team stays current as Meta, AI, and ad platforms change. \u2022 Why TikTok Shop requires a completely different mindset than Meta advertising. \u2022 What kinds of products tend to work best on TikTok Shop. \u2022 Why affiliates, samples, and creator momentum are key to winning on TikTok Shop. \u2022 How TikTok creative can become a growth engine for Meta and other paid media channels. \u2022 How Dilyana uses AI tools like Claude to analyze performance, halo effect, and platform impact. \u2022 Why the human side of media buying still matters in an increasingly AI-powered world. Links & Resources: Smart Marketer: smartmarketer.com Smart Marketer Podcast: smartmarketer.com\/podcast Smart Marketer Agency: smartmarketeragency.com Mentor Table: smartmarketer.com\/mentor-table OmniSend Sponsor Offer: smartmarketer.com\/omnisend Use code SMART for 50% off your first three months. Note for podcast listeners: Dilyana\u2019s Mentor Table Nashville talk on TikTok Shop and the Cleanies case study will be embedded in the show notes on the Smart Marketer website. Visit smartmarketer.com\/podcast to watch it there. TIME STAMPS: 00:00:16 \u2013 Welcome: Paid Traffic, AI, Creative Systems & TikTok Shop 00:01:33 \u2013 Sponsor Message: Ezra Firestone on OmniSend 00:02:36 \u2013 Molly Introduces Dilyana Doychinova 00:04:03 \u2013 Why Dilyana Joined the Podcast 00:05:17 \u2013 Dilyana\u2019s Smart Marketer Origin Story 00:08:15 \u2013 Turning a Missed Opportunity Into a Career-Defining Role 00:11:05 \u2013 Dilyana\u2019s Current Role Leading Paid Performance & TikTok Shop 00:12:30 \u2013 How to Lead and Support Media Buyers 00:14:08 \u2013 Building Trust So Team Members Can Ask for Help 00:16:53 \u2013 Creating a Healthy Culture Inside a Paid Performance Team 00:18:37 \u2013 Smart Marketer\u2019s Media Buyer Onboarding Process 00:21:08 \u2013 How New Hires Transition Into Client Accounts 00:24:13 \u2013 Why SOPs Need to Explain the \u201cWhy\u201d Behind the Process 00:26:39 \u2013 How Meta Changes Are Shifting Campaign Structure 00:27:32 \u2013 Staying Current with Platform Updates, AI, and Team Masterminds 00:29:00 \u2013 How the Media Buying Team Shares What\u2019s Working 00:29:55 \u2013 The Difference Between TikTok Shop and Paid Ads 00:30:54 \u2013 Why TikTok Shop Requires a Different Way of Thinking 00:31:06 \u2013 What Makes TikTok Creative So Hard to Win 00:32:01 \u2013 What Products Work Best on TikTok Shop 00:32:55 \u2013 Why High-AOV Products Can Work, But Require More Investment 00:33:17 \u2013 The Affiliate and Sample Strategy Behind TikTok Shop 00:35:47 \u2013 Using TikTok Shop as a Creative Testing Platform 00:37:37 \u2013 Finding the First Winning TikTok Video 00:38:51 \u2013 Turning TikTok Creative Into Meta Creative 00:39:49 \u2013 Why TikTok Is a Hub for Cross-Platform Creative Assets 00:40:22 \u2013 How Dilyana Uses AI to Analyze TikTok\u2019s Halo Effect on Amazon 00:42:07 \u2013 The Future of Media Buying in an AI-Powered World 00:43:34 \u2013 How AI Is Helping Dilyana Move Faster 00:44:45 \u2013 Mentor Table TikTok Shop Talk & Cleanies Case Study 00:45:50 \u2013 Final CTA: Subscribe and Support the Show YOUR ENGAGEMENT MATTERS! Thank you for tuning into the Smart Marketer Podcast! Your support helps us keep bringing you practical marketing strategy, behind-the-scenes lessons, and real conversations with the people building what\u2019s next. If you enjoyed this episode: Leave a 5-star review on Apple Podcasts: Click Here Share this episode on social media, tag us, and use #WeOutHere Have feedback or questions? Email us at support@smartmarketer.com Serve the World Unselfishly and Profit! \ud83d\ude80 ","author_name":"The Smart Marketer Podcast","author_url":"https:\/\/smartmarketer.com\/","html":"