E122: TikTok Shop Masterclass: Inside Ridge & HexClad Affiliate Programs

“The new infomercial is TikTok shop.”

Why did Ridge see 88% of its GMV Max lift happen outside of TikTok?

Cody Plofker (CEO, Jones Road Beauty), Connor Rolain (Head of Growth, HexClad), and Connor MacDonald (CMO, Ridge) sit down to unpack how their brands are building profitable TikTok shop affiliate programs. The conversation opens with Cody’s decision to step down as CEO of Jones Road.

Connor MacDonald breaks down how Ridge structures affiliate incentives, generating 7,000 videos in a single month. He also shares a geolift study showing 88% of GMV Max lift landed off TikTok on Amazon and Ridge.com. The trio close by reverse engineering a TikTok shop brand, from price point to visual appeal.

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Chapters
00:00:00 Cody Steps Down As CEO
00:02:28 How The Decision Was Made
00:07:22 Jones Road From Zero
00:12:14 The Reveal Joining “HQ”
00:13:46 LeBron Style Career Move
00:18:20 Connor’s Viral Tweet
00:22:25 The Affiliate Deal Terms
00:30:42 Why Meta Wants In Too
00:36:42 The Biggest Growth Levers
00:39:23 88 Percent Halo Effect
00:46:59 Speed Over Precision
00:52:44 Building a TikTok Brand