Devon Shaffer

Devon Shaffer has built her career at the intersection of innovation and mass retail, transforming early curiosity about the retail shelf into executive leadership at ideavillage. Drawn to the excitement of discovering what is new and disruptive in stores, she began studying trends and drafting product ideas at a young age. That entrepreneurial instinct led her to pursue an internship with ideavillage while still in school, where she immersed herself in merchandising, marketing and in-store analysis across food, drug and mass channels.

During her early years with the company, Shaffer analyzed shelf opportunities, tracked emerging trends and traveled internationally for retail forecasting. As ideavillage evolved — expanding e-commerce capabilities and sharpening its brand-building strategy — she moved into roles of greater responsibility, including merchandising coordinator and later sales leadership positions overseeing Copper Fit and other health, beauty and general merchandise categories across more than 80,000 retail doors.

After serving as national sales director, Shaffer became the company’s youngest vice president. Today, as vice president of sales, she leads with an “anything is possible” mindset, challenging teams to stay consumer-focused while achieving strong retail execution.

“What I find most compelling about my role is the intersection of consumer behavior, product innovation and retail strategy,” Shaffer says. “When you align the consumer, the merchant and the organization, that is when real scale happens.”

For Shaffer, mass retail serves as a powerful platform to enhance daily life on a large scale, making well-designed wellness solutions accessible to millions of households.