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Interview with Danylo Diachenko – CBDO at Traffic Devils
AffPapa interviewed Danylo Diachenko, CBDO at Traffic Devils, who shared insights on achieving exceptional results with advertisers and sealing many exclusive deals.
Yeva: Tell us about your career path that led to the CBDO position at Traffic Devils? What attracted you to this company when you first started as a Partner Manager?
In early 2022, I joined Traffic Devils as a Business Development Manager. In my first year, my main task was to understand in detail all the traffic sources available within the company. I studied and worked with PPC, Facebook, TikTok, UAC, and Influence traffic. It allowed me to gain experience and insight:
- the specifics and features of each source;
- the needs of different teams within the company;
- the key factors important to advertisers.
During this period, I engaged with partners on several fronts, including communication development, relationship strengthening, and conferences and events attendance. The integrated approach, accumulated experience and achieved results allowed me to lead the BizDev department and focus on the company’s strategic development.
Yeva: Traffic Devils has become one of the largest media-buying companies in Ukraine, with offices in many countries. According to you, what has been one of the most important factors for such rapid growth and success?
We are the largest media-buying company not only in Ukraine but also in Eastern Europe. The key factors that have enabled us to achieve such dynamic growth include the careful selection of high-quality staff, a focus on constant growth and scaling, and a commitment to seeking innovative solutions in a range of areas, from traffic sources to management and technical solutions. Furthermore, we are forming distinctive company structures that stand us out.
Yeva: With over 800 global partners, Traffic Devils has established a strong international presence. What are your views on the most effective methods for establishing and maintaining long-term, mutually beneficial partnerships?
Since I assumed responsibility for the BizDev department, we have welcomed over 500 new partners to our global network, bringing the total number of partners worldwide to over 800.
To establish long-term, reliable and trustworthy relationships with advertisers, I focus on five fundamental principles:
- Credibility and quality first contact: The beginning of a partnership marks the establishment of its fundamental structure. It is essential to establish trust from the outset and demonstrate professionalism and a commitment to effective collaboration.
- Constant and thorough communication: Regular interaction shows the advertiser’s core requirements, including key indicators, target markets, products and objectives. Given the differing approaches to assessing return on traffic among partners, even within the same holding company, it is important to analyse each request and adapt to it.
- ‘Win-Win’ model: A long-term partnership is only possible when both parties achieve a mutually beneficial outcome. It is crucial to identify common ground and reach mutually beneficial compromises, even in complex or contentious situations.
- Honesty and Transparency: Promising the Moon breaks trust. We build relationships based on honesty, taking responsibility for results and meeting realistic expectations.
- Quality Assurance: It is essential to maintain close supervision of all aspects of the job that impact the advertiser’s success, including the quality of creative materials, traffic, meeting deadlines, and other key factors.
Yeva: Your success is based on and relies on a team of more than 500 strong experts and professionals. How do you ensure that such a large and diverse team continues to grow and remain motivated?
TD’s leaders are fully aware that the company’s success depends on every employee, so everything is built on an individual approach, taking into account the team’s needs. To motivate staff, we have a transparent bonus system directly linked to performance. Employees can also grow in their careers and change roles or departments, with regular appraisals helping justify promotions. In addition, flexible working conditions are available – in the office and remotely.
The company offers a comprehensive training and development programme, including mentoring, access to training and internal knowledge-sharing sessions, to support the professional growth of its employees. Our corporate culture is founded on principles of openness and support. Management is always available to assist and ensures clear and transparent communication.
TD also has a very developed system of benefits such as free consultations with a psychologist, English language courses, health boxes, birthday/anniversary gifts and much more. This systematic approach strongly supports employees and contributes to their qualitative growth along with the company.
Yeva: Traffic Devils is the first in the affiliate industry to receive a DiiA City residency. What does this event mean to you, and how does it reflect your vision for the future?
Being a resident in Diia City is not just a status or a mere achievement. It is a decision to progress and establish a transparent and progressive business that meets international standards.
Being a part of Diia City is like becoming a part of a cool community that creates ideal conditions for IT and digital business development in Ukraine. It’s about stability and confidence. Our partners are assured that we work honestly and reliably. Flexible tax conditions allow us to invest more in what’s important to us – our team, innovation and technology.
We have always endeavoured to be open and transparent, and this step confirms our readiness to support the development of the industry in Ukraine. This is an opportunity for us to grow and show others that it is possible to do business honestly and achieve great results. Diya City represents a significant opportunity for growth and expansion in the global market. It offers a unique chance to attract partners who value stability and to provide our specialists with new avenues for professional development.
Yeva: People are the greatest value of Traffic Devils. How does this motto/ideology influence your approach to business development when working with new partners and clients?
People are indeed the most important value for the company and for me as the head of the BizDev department. My team includes 20 talented and creative employees united by a common idea. Despite our individuality, we share the same views on the work process and the philosophy we broadcast.
In terms of clients and partners, we realize that cooperation is first and foremost about work, results and money. However, we also attach great importance to human relations, building them on the principles of trust and honesty.
Yeva: What goals do you have for Traffic Devils in the coming years? What new and outstanding things can your partners and customers expect in the future?
Our company is committed to pursuing ambitious goals centred on our continued development. First and foremost, we are scaling our traffic sources, focusing on SEO, PPC, ASO and ASA. In addition, we are actively exploring new sorts, which are not ready to be announced yet, but serious work in this direction is already underway. Our goal is to be the first to break new sources.
Furthermore, we are expanding our product range to include new verticals. We have successfully launched Nutra and Dating and continue developing these areas. It is also important to conclude new partnerships in areas interesting to the company and fall within the zone of TD’s strategic goals.
In addition, our partners can expect a significant increase in traffic volume and quality, as well as an increase in the metrics we already provide.
Yeva: As the CBDO Traffic Devils, you are responsible for the development and success of the company. What motivates you every day, and what do you think has been the most enjoyable part of your career in this role?
The driving force behind my motivation is simple: I am genuinely passionate about my work. For me, work is not an obligation, but a source of energy, pleasure and energisation.
My involvement in the company’s growth and development, along with my interactions with partners and teams, has provided me with immense strength. Additionally, witnessing the growth and success of our employees and closing significant deals with high-profile clients have been highly rewarding.
I am especially inspired by exclusive partnerships that no one else in the market has and feedback from advertisers on the high quality of traffic, communication, control and openness. Furthermore, I always enjoy the dynamics and pace of work. This includes contacting partners from various locations, brainstorming with the team, finalising agreements, analysing objectives and optimising procedures.
Every milestone, every success, and my career path in general is something that brings me joy and energy daily.
Company: Traffic Devils
Interviewee: Danylo Diachenko
Date: 23.12.2024
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