JUST ANNOUNCED: The New Era of Leadership 2024 Award Winners


Kleona Mack

Chief Marketing Officer, Glossier


The Marketer Making Beauty More Inclusive — and Boosting Women’s Basketball

In August 2023, under the leadership of CMO Kleona Mack, Glossier renewed its status as the first-ever beauty partner of the Women’s National Basketball Association. It wasn’t the first collaboration between the WNBA and the beauty brand, which teamed up in 2020 in a campaign for Glossier’s Body Hero line. Now, it’s bigger than that. What started as a pitch to individual players became an official partnership with the league, in an effort to both promote inclusive beauty and increase visibility of women’s basketball. Mack joined the team as Glossier’s first VP of brand in 2021, rose to CMO, and, in three short years, has been at the helm of initiatives like the YouTube challenge “Shoppable Shorts” to launch product and drive in-video shopping, a partnership with Olivia Rodrigo to bring the long-time Millennial brand up to speed with Gen Z consumers, and a campaign to register voters in Glossier stores as part of the company’s larger WNBA partnership.

By Cristina Cala