Home E-Commerce Exec Feld to Lead Shoppe Object Engagement
April 19, 2022
E-Commerce Exec Feld to Lead Shoppe Object Engagement


International Market Centers (IMC) appointed former Food52 e-commerce executive Jojo Feld as head of growth and engagement for the Shoppe Object design-focused home and lifestyle trade show and its Shoppe Online B2B e-commerce platform.

In the new role for Shoppe Object, Feld will focus on strategic marketing, according to IMC. Her role includes enrichment and oversight of the Shoppe Object website and Shoppe Online e-commerce marketplace, as well as development of social media strategies and management of content creation.

Additionally, Feld will have a collaborative leadership role alongside Shoppe Object Show Director and IMC Vice President Jesse James and Sales Director Renata Bokalo in strategic product category expansion, brand recruitment, onsite experience development and buyer acquisition, according to IMC.

During Feld’s seven-year tenure at online gourmet content destination Food52, e-commerce revenues grew by an average of 65% year-over-year, with Feld overseeing its buying, merchandising, fulfillment, logistics and forecasting. She was responsible for curation of the Food52 online shop, supply chain management and licensed product development as well as creating marketing messaging, stories and themes. She also led the launch of Martha Stewart’s first direct-to-consumer ecommerce platform

“Shoppe Object is on a growth trajectory following its acquisition by IMC,” said James. “Jojo will be instrumental in fostering strategic development of the physical and digital Shoppe Object experiences while maintaining and amplifying our unique point of view. Her experience in content-based commerce is the perfect fit for thoughtfully expanding our reach.”

Feld said, “There is a huge opportunity to bring a customer-centric, content-driven approach to the B2B sector, and I’m looking forward to being a part of that journey. I am excited to be working with the team to usher Shoppe Object into its next phase of growth and innovation while building upon its curation-forward, design-first foundation.”

IMC acquired Shoppe Object in early 2022 as part of a plan to emphasize curated content, support values-based commerce and bring new perspectives to its community of brands, according to IMC. With Shoppe Object, IMC has created a pipeline to bring new design-driven and socially conscious brands, makers and voices to its physical and digital markets while expanding into the Northeast, according to IMC.

The next Shoppe Object is set for August 14-16, 2022, at Pier 36 in New York City.

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