Samarth Shah
Product Lead @ TikTok Ads | Ex-Microsoft | UPenn | Cornell | AI Search Advertising
- Role
- Senior Product Manager Lead at TikTok
- Location
- Bellevue, WA, US
- LinkedIn followers
- 500 followers
About Samarth Shah
Senior Product leader with over 11 years of experience specializing in digital advertising, AI-driven monetization, and large-scale marketplace systems. I currently work as a Senior Product Lead at TikTok, where I drive product development for TikTok’s ads demand side—including web ads, app ads, and lead ads. My focus spans understanding advertiser needs, market dynamics, and competitive signals to build technical and strategic solutions that enhance advertiser ROI and customer satisfaction.Previously, as a Senior Product Manager at Microsoft, I led the Search Ads Marketplace and experimentation platform for Microsoft Ads. I owned product strategy and partnered with engineering and data science teams to build models and optimization systems that improved user experience, advertiser performance, and publisher outcomes, while driving scalable revenue growth.Across TikTok and Microsoft, I’ve delivered impactful products at the intersection of applied engineering, machine learning, and user experience—across ads, new AI products like CoPilot (GPT-4), Multimedia Ads, Product Ads, Maps, and the SERP experience on PC, tablet, and mobile.
Experience
Senior Product Manager Lead
Apr 2024 — Present · Bellevue, WA, US
Leading the next chapter of Search monetization\'s core product at TikTok — now emerging as Gen Z’s go-to search destination. I oversee product strategy, planning, and GTM execution for TikTok’s Search Ads platform, driving scalable growth across Web, App, and Lead Gen Ad solutions. I facilitated the integration of AI feature development into the TT Search\'s creative ecosystem — including automated title, thumbnail, and carousel image generation — improving advertiser productivity and creative relevance at scale.GTM and Global Scaling: Drove go-to-market strategy and execution, partnering with sales, ops, and marketing to accelerate adoption across priority verticals (Entertainment, Travel, Auto, Commerce) and regions in NA, LATAM, EU, and APAC. Ad Discovery & Experience Design: Reimagined ad discovery and creative surfaces within TikTok Search by introducing innovative ad formats (Carousel, Image, and Video Ads) and verticalized creative layouts that elevate engagement across key verticals in Entertainment, Travel, Auto, and Commerce. I also lead cross-functional alignment across product, engineering, and operations to enhance execution velocity, ensure roadmap clarity, and scale infrastructure for expansion of global advertiser demand.I incubated and launched Creative Autopilot, TikTok’s AIMax-powered system that autonomously generates and optimizes ad creatives using performance and search query intent signals.
Education
University of Mumbai
Bachelor's Degree, Electronics Engineering
2010 — 2014
University of Pennsylvania
Master's Degree, Embedded Systems (Computer Science)
2014 — 2016
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