Glossier SVP Takes Us Inside Their 360 Customer Journey

After a career at BlackRock and securing an MBA, Ali Weiss joined Glossier to lead its marketing efforts in 2015. Four years later, her enthusiasm for redefining the consumer-brand relationship hasn’t wavered. Inspired by a customer-first mission of democratizing beauty, Glossier has capitalized on a shared psychograph of eager consumers in the not-just-digital age. Here, Ali takes us through Glossier’s 360 customer journey that’s led to the brand’s rapid success, surpassing $100M in revenue and acquiring one million customers last year. Alexa Comeau is the programming manager at Adweek, where she works on event curation while dabbling in some writing.