ShopMy Taps Ex-Trade Desk Vet Jed Dederick as CRO to Scale Creator Commerce

Jed Dederick, who spent nearly fourteen years at The Trade Desk, most recently as its chief revenue officer, has joined ShopMy as its CRO. He officially started at the creator affiliate marketing platform on Oct. 13, and reports to CEO Harry Rein. At the time Dederick started at The Trade Desk, digital advertising was “a highly fragmented marketplace” where individual brands or agencies send insertion orders to individual publishers. “Through the evolution of programmatic, we uncovered the value of liquidity and automation,” he said. “I see that happening in creator commerce now.” The hire comes as ShopMy, launched in 2020 and valued at $1.5 billion after a $70 million raise last October, pushes beyond its affiliate roots. Creators post product recommendations and earn commissions when their audience buys. ShopMy charges brands a subscription priced by brand size; last year, Modern Retail reported these ranged from $1,000 to $7,000 a month. ShopMy takes a cut of the sales creators drive. ShopMy said it has more than 2,200 premium brand partners, such as Sephora and Gucci, and works with 329,000 creators. It says $1.9 billion in sales has moved through the platform, with $327 million paid out to creators in commission. Dederick said subscriptions are the main way ShopMy makes money, though he didn't share the split between subscriptions and its cut of creator sales. Last year, ShopMy expanded into a direct-to-consumer social shopping platform, turning influencer storefronts into interactive, community-driven feeds, ADWEEK previously reported. “I see creator marketing and creator commerce as the next major performance channel,” Dederick said. "It's all I hear about when I talk to CMOs and brands—excitement around the creator channel. But it hasn't had scalability.” ShopMy is hiring aggressively, Dederick noted, and has no IPO plans to share. He acknowledged the growth he described is still a pitch. “We’re going to have to perform,” he said. From one big creator to millions of small ones ShopMy built its business in fashion, beauty and luxury—the categories Dederick called “the most leaned in on creator commerce.” It works with creators including Sofia Richie Grainge, fashion blogger Julia Berolzheimer, wellness creator Melissa Wood-Tepperberg and food creator Nicole Keshishian. Dederick wants to expand that creator base, as more people now consider themselves influential, including local orthodontists, parenting experts, and behavioral psychologists. “Previously, [brands] had to go to one creator because they had 20 million followers,” Dederick said. “What if you could go to 10 million creators with two followers, for example, that's the kind of scale and liquidity that just wasn't in [the creator economy] until this.” ShopMy works with premium brands like Khaite, Rhode, and Nike. ShopMy creators are driving high sales volumes for brands like Jimmy Choo and Margaux, he said. Those brand categories are growing too. ShopMy has already expanded into home goods and wellness, Dederick said, and is seeing interest from consumer technology and travel brands. Spotlight drives lift in social ROAS ShopMy also sells performance products, like Spotlights, which let brands turn a creator's top-performing organic post into paid ads. Skincare brand MUTHA, which was already running Instagram ads, saw a 55% lift in return on ad spend over its previous Meta ROAS after turning on Spotlights, Dederick said. The sales it drove through ShopMy rose 140%, he said. Dederick, who watched programmatic systems serve the same ad “over and over and over again,” credited the lift to the sheer volume of creator content MUTHA could promote. “When I look at the performance of Spotlight campaigns, this should be a lot bigger than it is,” Dederick said. “Some people are going to call that ads. I think of it as this awesome flywheel for this marketplace.”

Leadership & Talent

ShopMy Taps Ex-Trade Desk Vet Jed Dederick as CRO to Scale Creator Commerce

The former DSP revenue chief sees creator commerce as the next major performance channel

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Trishla Ostwal

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