Deren Baker appointed CEO of Edge by Ascential

Press Release

Boston, 01 September 2020Edge by Ascential, the data, insight and advisory solution that gives global brands the knowledge to win in digital commerce, today announces the appointment of Deren Baker as its new CEO.

Reporting into the Co-Presidents of our digital commerce business unit, Baker will drive the strategic direction of the business with a primary focus on helping brands view ecommerce at a global level through a local lens so they can fully optimize performance on key platforms. Baker will bolster Edge by Ascential’s position as the leader in digital commerce by growing the company’s offering and ensuring that brands have the tools they need to thrive by capitalizing on the growth of ecommerce.

Baker is a proven leader with over two decades of executive experience in managing and growing SaaS companies in Silicon Valley. Prior to joining Edge by Ascential, Baker held c-suite positions at digital intelligence company Jumpshot as CEO, and SaaS travel technology company, Switchfly as well as Travelocity. Baker also holds several main and advisory board positions at PeekD, Rivet Works and iSeatz.

This appointment comes at a pivotal moment for Edge by Ascential as it cements its position as a business-critical service for brands and retailers looking to maximize online growth opportunities by utilising real-time data-driven insights across positioning, placement, pricing, product, promotion and performance.

said Chip DiPaula, Co-President Digital Commerce,  Ascential

"Deren is an exceptional talent with a strong background in using data to help clients make smarter decisions, which is the primary goal of all Ascential brands. His experience in technology and consulting, strong industry relationships and personal reputation in the market make him the perfect person to lead the next period of growth for Edge by Ascential."

Deren Baker commented: “With COVID-19 accelerating the shift from physical to online shopping, Edge by Ascential is well poised to provide brands with the crucial digital insight they need to adapt to changing consumer behaviours and the growing demand online.

As digital commerce becomes increasingly prevalent on a global scale, retail brands are going to experience fierce competition across online platforms and marketplaces. I look forward to growing the company’s offering to cater to our client base as they seek one global platform to make sense of the vast quantity of increasingly granular data spread across a variety of markets.  The Edge by Ascential team will be laser focused on helping them make smarter decisions by providing the deepest, broadest, fastest analytics.

For more details please contact:

Will Parrott & Ben Tozer 
Propeller PR

About Edge by Ascential

Edge by Ascential gives global brands and retailers the knowledge to win in digital commerce by providing actionable, next-generation data, analytics, insights and strategic consulting. Its unparalleled suite of solutions - including Market Share, Digital Shelf, Price & Promotions and Retail Insights - enables brands and retailers to develop and implement strategies that maximize revenue growth; optimize product listings; increase sales faster than the category and the competition; and drive margin growth. More than 500 global brands and retailers depend upon its weekly, daily and real-time data-driven insights.

A subsidiary of Ascential plc, the global specialist information company, Edge by Ascential has more than 400 employees in 10 offices across North America, Europe and Asia. For more information, visit