Gia Lowe, 38, is the product marketing manager and cultural moments strategist at Meta (formerly known as Facebook), and the co-founder and director of strategic partnerships at CURLFEST and Curly Girl Collective. She's based in New York.
What I do:
As a multihyphenated professional and social impact entrepreneur, I get to translate business goals into innovative strategies, partnerships and solutions in the form of authentic campaigns, purposeful products and memorable event experiences.
Why I love my job:
I love creating pathways of connection and community that create impactful change. One of my favorite parts is that I get to influence the representation of historically excluded communities in a real way, guiding brands to rethink their products and communications.
Beyond the flowery language, I really love when people feel seen and considered—essentially they feel like they belong, and that is an intangible gift.
My career journey:
My nontraditional career path looks more like a Venn diagram than the quintessential ladder. I've designed a career that lies at the innovative intersection of beauty, culture and technology.
I began gathering and connecting people as vice president for my university’s Main Campus Program Board. After graduation, I started my career in finance and eventually transitioned into digital and experiential marketing. While working full time, I nurtured a side hustle that would eventually grow to be the hybrid multicultural activation agency and community that would birth CURLFEST. Leveraging my creativity, innovation and professional experience, I brought my passion with me as I pivoted into product management and marketing in the technology space.
My greatest career accomplishment:
I have had the incredible opportunity to receive accolades from amazing organizations and recognition from notable press like The New York Times, Cosmopolitan and ABC’s Nightline, but my greatest accomplishment comes from two kinds of moments:
- Those moments when members of the community share stories of liberation and belonging. When parents share that their children have adopted a confidence in themselves that they did not know was there because they see themselves as beautiful.
- Those moments when brands share that their learnings from our partnership have driven their next product. Everything from the design, packaging, imagery and campaigns have been informed by the actual consumers they are building for.
Best advice I’ve ever received:
One of the best pieces of advice that I find myself reflecting on often came from the journal of one of America’s greatest African American authors, Octavia Butler: “So be it. See to it.” It’s an affirmation and reminder for me that you must support the seeds of your dreams with your diligence in order to reap its fruits.
Impressive stats I’m responsible for:
Curly Girl Collective has grown to a community of over 300,000 people. CURLFEST is the first large tentpole festival experience to be owned and operated by Black women. Within six years, its attendance grew from 1,500 to 45,000. Attendees represent 42 countries, including Switzerland, Brazil, UK and South Africa.
What’s next?
I am excited about this next wave and intersection of technology and culture. I look forward to new iterations of the World Wide Web and virtual reality. I’m already conceptualizing new ways to build connection, community and experiences in the virtual world.
What I do outside of work:
Globetrotting—I spent two months exploring Asia solo. [Also,] mentorship. Aside from mentoring budding entrepreneurs, I am developing a fellowship for high school girls that have an interest in STEM and beauty.
Connect with Lowe on LinkedIn.
“Connect x BizBash 40 Under 40” is sponsored by VDA, an experiential marketing and event design agency based in Massachusetts that specializes in custom live, virtual and hybrid experiences.
