Coworking with Gwendolyn Maass

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Gwendolyn Maass is SVP of investment and activation at Rise, a full-service media agency that’s worked with retailers and brands like Ulta Beauty, ColourPop, and Stanley Steemer.

How would you describe your job to someone who doesn’t work in retail? The work my team does ensures that consumers see what retailers are selling when, where and how they want to experience it—from social media to CTV to digital boards to print ads and everything in between.

One thing we can’t guess about your job from your LinkedIn profile? My job is all about helping retailers achieve business outcomes, and doing so requires creative solutioning that frequently goes outside of scope. To me, partnership isn’t about buzzwords; it’s about digging in, asking the right questions, and trying ideas that sit just outside the expected. When I treat a client’s problem like it’s mine to solve, that’s when the most creative answers show up.

What’s your favorite project you’ve worked on? Years ago, I was part of the pitch team that won the biggest piece of business in the agency’s history to date. It required months of work and diligence across all disciplines. When we found out we won, I had the privilege of announcing it to the agency. When everyone learned the news, they burst into cheers and applause. It was a total team effort and took every person in our mid-sized agency to get it onboarded and running. We then enjoyed a near-decade-long partnership, which made it all the more rewarding.

Which emerging retail trend are you most excited about right now, and why? Do I have to choose just one? I’m excited to see how AI will continue to impact personalization and the sophistication of loyalty programs—not just in the digital offers presented to customers but also with personal in-store or in-app interactions.

What’s your go-to coffee order? Americano with half and half.

Worst piece of advice you’ve received? “Go ahead, perm your hair—it will look great!” Umm, nope.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? As a true Gen Xer, cassette tapes for my Sony Walkman were among my favorite retail products at age 15. Today, I’m all about kitchen gadgets, cooking utensils, and anything health- and wellness-related.