TikTok Shop: How to Manage Your Shop and Affiliates to Convert

Are you new to TikTok Shop and unsure where to begin? This session is designed to give you the clarity, confidence and practical strategies you need to launch and grow successfully. Influencer and affiliate specialist, Michaela Aimee Gingell brings first-hand experience managing top 10 global TikTok Shop brands and working within leading TikTok Shop partner agencies, giving her unique insight into what actually drives sales, visibility and sustainable growth on the platform.

Having also led the UK influencer and affiliate strategy for Marks & Spencer, Michaela understands how to build structured, high-performing affiliate ecosystems that convert, from recruiting the right creators to optimising content and scaling partnerships.

In this session, she’ll break down exactly how to get started, what to prioritise in your first 30–60 days, common mistakes to avoid and how to confidently “dive into the deep end” of TikTok Shop with a strategy built for long-term results.

Agenda:

9:30am: Arrive, grab a cuppa and mingle

10:00am: Quick intros, meet your fellow marketers and business owners

10:30am: Talk from Michaela (TikTok Shop: How to Manage Your Shop and Affiliates to Convert)

11:00am: More tea/coffee and more mingling

11:30am: Finish

About Michaela Aimee Gingell

Michaela Aimee Gingell is an affiliate marketing and TikTok shop professional with a passion for content creation and creators, affiliates and authentic storytelling. She brings hands-on experience in influencer and affiliate management, helping brands grow through meaningful partnerships and strategic engagement, including managing Marks and Spencer's UK affiliate account and working working with many of the top 10 global TikTok Shop brands within leading partner agencies.

Michaela is also a content creator and influencer with a passion for fashion, beauty, travel and body empowerment. Known widely online as Cardifforniagurl, Michaela has built a vibrant and engaging community across her social platforms, where she celebrates plus-size style, everyday confidence and the joy of living life authentically.

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