Susie Hedrick Takes CEO Role at vCreative


LAKE WALES, FLA. — The co-founder and Chief Executive of vCreative, who established the media workflow-focused technology company with her husband, is moving to the role of President Emerita.

This gives the couple more time to devote to weddings, grandchildren, “exploring the world” and perhaps enjoying their lakeside home in Central Florida a little bit more as Susie Hedrick assumes the CEO role.

The changes for Jinny Laderer and husband John Laderer, vCreative’s Chief Technology Officer, will come April 1. At that time, Hedrick will rise from President/COO. Hedrick joined vCreative in February 2019 after serving as SVP/Sales for North America at WideOrbit, overseeing successful TV, radio, network and digital divisions.

What does this change mean for the Laderers’ involvement in the company they created in 2007?

In her new role, Jinny Laderer will attend company executive meetings and industry events, providing “guidance and historical context to ensure that the vCreative legacy continues.”

She will also remain a Broadcasters Foundation of America board member and as an Honorary Trustee for Alliance for Women in Media. Mrs. Laderer also remains on the Nominating Committee for the National Radio Hall of Fame and says she will invest more time with the Mentoring and Inspiring Women (MIW) organization to help nurture the next generation of strong female leaders.

“The timing is perfect,” said Laderer, who has been based in the small town of Babson Park, due south of Lake Wales and Orlando’s theme parks, for the last few years. “While I remain committed to our company, the industry and its people, vCreative is now perfectly positioned for its next chapter under Susie’s leadership, which allows John and I the freedom to focus on our next phase of life.”

John Laderer will continue to serve the company in a consultative technical role.

After working at a small firm offering copywriting, production and voiceovers to agencies and advertisers, Jinny Laderer in 2005 teamed with John in creating SaaS technology enabling her to work remotely as a Creative Director for 8 radio stations while she simultaneously operated her production company, TLCreative.

Two years later, vCreative was born. Today, its software is used by 19 of the top 20 broadcast radio groups, supporting more than 35,000 daily users.

In 2019, the Laderers sold vCreative to Banyan Software, an investment company with a unique buy and hold model.

Speaking with RBR+TVBR, Jinny Laderer said, “This was 100% our decision. After this crazy COVID year we want to get out of the day-to-day and spend more time with our adult children who are wanting to begin businesses of their own.”

Commenting on Jinny Laderer’s decision to hand chief executive duties to Hedrick, Banyan CEO David Berkal said, “Jinny and John built a strong and profitable software business with deep relationships. We have made a commitment to continue the Laderers’ people-first culture and the principle of trust that was built over many years. We 100% support Jinny and John as they step back from daily operations while retaining supportive roles in the company.”

Hedrick added, “Jinny and I share a kindred spirit. We both have a strong work ethic and passion for helping people and solving problems. Jinny will continue to have a strong influence on the company as we continue to innovate and grow.”