Episode 281: Leading Media Buyers, Winning on TikTok Shop & the New Creative Playbook
Release Date: 06/24/2026
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info_outlineEpisode 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’s 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’re failing, why strong SOPs need to teach the “why” behind the strategy, and what brands need to understand before jumping into TikTok Shop.
You’ll 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.
“TikTok has nothing to do with Meta, honestly. TikTok is closer to Netflix than it’s to Meta.” – 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:
• How Dilyana went from almost missing the Smart Marketer opportunity to leading the paid performance team.
• Why media buyers need both accountability and psychological safety to do their best work.
• How Smart Marketer onboards new media buyers without throwing them into the deep end.
• Why SOPs should teach decision-making, not just checklists.
• How the Smart Marketer team stays current as Meta, AI, and ad platforms change.
• Why TikTok Shop requires a completely different mindset than Meta advertising.
• What kinds of products tend to work best on TikTok Shop.
• Why affiliates, samples, and creator momentum are key to winning on TikTok Shop.
• How TikTok creative can become a growth engine for Meta and other paid media channels.
• How Dilyana uses AI tools like Claude to analyze performance, halo effect, and platform impact.
• Why the human side of media buying still matters in an increasingly AI-powered world.
Links & Resources:
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Smart Marketer: smartmarketer.com
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Smart Marketer Podcast: smartmarketer.com/podcast
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Smart Marketer Agency: smartmarketeragency.com
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Mentor Table: smartmarketer.com/mentor-table
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OmniSend Sponsor Offer: smartmarketer.com/omnisend
Use code SMART for 50% off your first three months.
Note for podcast listeners: Dilyana’s 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 – Welcome: Paid Traffic, AI, Creative Systems & TikTok Shop
00:01:33 – Sponsor Message: Ezra Firestone on OmniSend
00:02:36 – Molly Introduces Dilyana Doychinova
00:04:03 – Why Dilyana Joined the Podcast
00:05:17 – Dilyana’s Smart Marketer Origin Story
00:08:15 – Turning a Missed Opportunity Into a Career-Defining Role
00:11:05 – Dilyana’s Current Role Leading Paid Performance & TikTok Shop
00:12:30 – How to Lead and Support Media Buyers
00:14:08 – Building Trust So Team Members Can Ask for Help
00:16:53 – Creating a Healthy Culture Inside a Paid Performance Team
00:18:37 – Smart Marketer’s Media Buyer Onboarding Process
00:21:08 – How New Hires Transition Into Client Accounts
00:24:13 – Why SOPs Need to Explain the “Why” Behind the Process
00:26:39 – How Meta Changes Are Shifting Campaign Structure
00:27:32 – Staying Current with Platform Updates, AI, and Team Masterminds
00:29:00 – How the Media Buying Team Shares What’s Working
00:29:55 – The Difference Between TikTok Shop and Paid Ads
00:30:54 – Why TikTok Shop Requires a Different Way of Thinking
00:31:06 – What Makes TikTok Creative So Hard to Win
00:32:01 – What Products Work Best on TikTok Shop
00:32:55 – Why High-AOV Products Can Work, But Require More Investment
00:33:17 – The Affiliate and Sample Strategy Behind TikTok Shop
00:35:47 – Using TikTok Shop as a Creative Testing Platform
00:37:37 – Finding the First Winning TikTok Video
00:38:51 – Turning TikTok Creative Into Meta Creative
00:39:49 – Why TikTok Is a Hub for Cross-Platform Creative Assets
00:40:22 – How Dilyana Uses AI to Analyze TikTok’s Halo Effect on Amazon
00:42:07 – The Future of Media Buying in an AI-Powered World
00:43:34 – How AI Is Helping Dilyana Move Faster
00:44:45 – Mentor Table TikTok Shop Talk & Cleanies Case Study
00:45:50 – Final CTA: Subscribe and Support the Show
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