Evine Live Inc., formerly ValueVision Media Inc. and the parent company of television and online retailer ShopHQ has hired Wade Gerten as vice president of digital.

Wade, who will lead ShopHQ’s online, mobile and social media teams, founded social commerce company 8thBridge Inc. in 2008. In April 2014, 8thBridge, which according to the 2014 Top 500 Guide supplies social media marketing services to e-retailers including Toys ‘R’ Us Inc., was acquired by e-commerce services firm Fluid. Since then, Gerten has served as president of the 8thBridge business unit and also as chief marketing officer at Fluid.

Prior to 8thBridge, Gerten was vice president of product marketing strategy for Oracle Retail, Evine Live says.

Gerten will report to Mark Bozek, CEO of Evine Live. “The addition of Wade and his relevant expertise will lead the reshaping of our digital platforms for all that comes next” Bozek says. “I look forward to Wade being a part of this exciting process.”

ShopHQ is ranked No. 106 in the Internet Retailer 2014 Top 500 Guide. Evine Live says it is focusing on creating new proprietary products in the fashion, beauty, jewelry and home categories. It expects a complete rebranding from ValueVision Media to Evine Live to occur during the first half of this year.