AJ Musselman

AJ Musselman is a CX Operations Leader and Consultant with nearly two decades of customer service experience and a deep background in CX strategy, team development, and scalable support systems for high-growth DTC and CPG brands.

He currently serves as the CX Ops Manager at Grüns, overseeing customer experience operations across Grüns, Nütrops, and Immün. Before joining Grüns, AJ worked as a Customer Experience Manager at Create CX, consulting DTC and CPG brands across multiple verticals to build scalable systems, implement automation, and enhance overall service quality.

Previously, AJ managed CX operations for new brands under the venture capital firm New Theory Ventures, including GXVE Beauty by Gwen Stefani and SELF/ish Skin, where he built and led customer experience programs focused on empathy, efficiency, and team empowerment.

Earlier in his career, AJ spent five years in the tech industry at Uber and ZipRecruiter, gaining deep experience in trust, safety, and large-scale customer operations.

His foundation in CX began as a flight attendant with Delta and Compass Airlines, an experience that shaped his people-first approach to leadership and customer care.