Since co-founding ShopMy in 2020 with Chris Tinsley and Harry Rein, Tiffany has been instrumental in driving the company's mission to bridge the gap between top creators and brands, eliminating collaboration barriers and driving growth for both sides.
Bringing her extensive startup experience and successful background as a content creator, Tiffany has been pivotal in driving the platform's growth. As President, she’s built lasting relationships with over 150,000 content creators, 50,000 merchants, and 1000 brand partners—working with high-profile names like J.Crew, Anine Bing, Sephora, Jenni Kayne, and more.
A Harvard University graduate with honors, Tiffany combines her deep expertise in the creator landscape with her strong business acumen to deliver innovative solutions that fuel success for creators and brands alike.
Tiffany’s strategic vision has been key to ShopMy's growth, including a successful $77.5 million Series B funding round led by Bessemer Venture Partners and Bain Capital Ventures, with additional backing from Menlo Ventures. Her focus on operational efficiency and partnership-building has positioned ShopMy as one of the most exciting companies to watch in the creator economy.
My experience as a creator gave me a fundamental understanding of how the industry operates - from negotiating brand deals and navigating agents and managers to balancing organic content with paid partnerships. I ran a blog focused on restaurants and food, where affiliate marketing wasn’t the main driver. Still, the core tension was clear: how do you build and scale your business without compromising authenticity?
I remember pitching ideas I knew would resonate with my audience, only to be told no by brands who didn’t see the fit. I saw how misaligned partnership deals could erode audience trust. That experience stuck with me, and it’s something I heard echoed by early users of ShopMy.
When we built ShopMy, the vision was clear: creators aren’t ad inventory to be managed. They’re entrepreneurs, curators, storytellers, and retailers in their own right. Our job is to give them the tools and infrastructure to work with brands they genuinely love and believe in, while helping brands unlock the true value of the creator channel.
ShopMy is about empowering creators to build thriving businesses, with authenticity and intentionality at their core.
Authenticity doesn’t get diluted by affiliate. Instead, it’s amplified by it. We’re entering a new (and improved) era where creators can monetize through genuine alignment, instead of squeezing into one-off sponsored deals.
The affiliate channel rewards creators for sharing the products and brands they genuinely use and resonate with. Today’s consumers are very savvy. They know when a creator is sharing what they truly love versus pushing a link for the sake of it.
Our data supports the notion that creators who lead with trust and transparency consistently drive more meaningful engagement and sales. The beauty of affiliate marketing is that it incentives honesty. As a creator, the more authentic you are, the better you perform. In this sense, authenticity isn’t just a value, it’s a competitive advantage. Creators who prioritize long-term trust over short-term revenue gain are the ones who are building for sustainable success.
It hasn’t been a single decision, but rather an ongoing evolution of learning how to grow as a founder, leader, and executive as ShopMy scales.
Growing from a 30 to 130-person team in just over a year fundamentally changes what the company needs from you. How you show up has to shift with it. In the early days, I was involved in every decision and detail. But as the business grows and evolves, I must continuously ask myself: Where am I most valuable now? Where and how is my perspective uniquely positioned to shape the company’s direction and growth?
We’ve brought on the best people in the world to build ShopMy with us. I work alongside 130 of the smartest, most hardworking, kind, and brilliant individuals. And that means my role is no longer to drive every single decision. I must create space for others to lead, grow, and shape the future of ShopMy alongside me.
That kind of transition isn’t always easy, especially when you’ve built something from the ground up. But I truly see it as a marker of our shared success. When you hire exceptional people and empower them fully, the company becomes stronger than any one person.
Focus on value, not on success. For me, the greatest satisfaction comes from solving real problems for creators and brands, not from chasing headlines or external accolades. That mindset has shaped how we’ve built ShopMy from day one.
If our goal had simply been to build a business that made a lot of money, we might have ended up with a flashy product that didn’t actually help people. We instead focused on impact.
That mindset has shaped everything about how we’ve built ShopMy. If we had set out to simply build a business that made a lot of money, we wouldn’t have ended up with a product that actually helps people.
That’s the same advice I give our team: don’t focus on status, focus on outcomes. If you’re on the brand team, help brands win. If you’re on the creator team, help creators thrive. When you create value, everything else follows.
I can’t pick just one. I’ve had the privilege of meeting so many incredible founders and creators; people who are building with clarity, joy, and unparalleled talent.
A few women who inspire me deeply:
And then there are the creators: the ones who wake up every day, put themselves out there, face constant judgment, and still manage to build meaningful businesses. People underestimate how hard that is. These women aren’t just creating content. They’re selling the ads, building their community, handling partnerships, and trying to protect their audience trust in the process.
They inspire me to keep building tools that make it easier for them to do what they do best. Especially the ones who manage to stay kind through it all.
I can’t pick just one, so I’ll give you three!
The shift from creator marketing as a vanity play to a true performance channel.
We’re seeing brands evolve. Historically, brands viewed influencer marketing through the lens of awareness. The smartest brands today have moved towards a more measurable and performance led approach. They’re treating the influencer channel with the same rigor they apply to paid media. That means measuring performance, optimizing strategy, and rewarding creators based on outcomes.
That shift validates everything we believe at ShopMy: creators are a distributed salesforce, not just a content network. When creators are leveraged as partners in growth (not just amplifiers of messaging), brand and creator incentives are better aligned. That alignment is where the real magic happens, and it’s what will define the next era of the creator economy.
This isn’t a film or show, but one of the most impactful things I’ve listened to is the Acquired podcast—especially the episodes on LVMH and Hermès. They unpack how these companies built enduring value by staying true to their brand, growing with discipline, and never compromising on identity or quality. But what I love most is how Acquired itself defies every “rule” of what a successful podcast is supposed to look like.
No one would greenlight a three-hour deep dive on conglomerate strategy, but it works because it’s driven by real curiosity, rigor, and joy. It’s a reminder that many of the best brands, restaurants, and companies weren’t born from a business plan. They started because someone deeply wanted to make something great. Then comes the challenge: how do you scale without losing the soul? That tension— between art and execution—is something I think about a lot.
