With pink hair, dark lipstick and a nose piercing, Snap’s chief business officer Jeremi Gorman embraces an alternative reality: “I’ve never felt more badass in my life,” she says. Gorman, in fact, is not so punk rock in appearance; the badassery was on her phone thanks to her favorite Snapchat filter.

Augmented reality aside, Snap does need a badass to help the company move forward after a turbulent year of executive turnover, stagnant user growth and relentless competition from Facebook. Gorman, 41, brings not only energy to Snapchat but also 20 years of experience in marketing and sales, including the expertise of Amazon, the new member of the ad industry’s triopoly.

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