Q&A With Consultant Member Lynn Gonsior, COO, ChangeUp

Lynn Gonsior serves as the chief operating officer and leads growth and innovation initiatives at ChangeUp, an experience agency. She’s also a Women in Retail Leadership Circle (WIRLC) consultant member! Her unique expertise comes from an extensive career that has spanned everything from running a startup to managing one of the largest branding agencies, as well as working for retailers including Kroger and Limited Brands. Lynn’s forward-looking thinking ensures delivery of creative innovation and effective solutions that deliver real results for ChangeUp’s clients. In this member spotlight, we asked Lynn a series of questions about her personal and professional life so that you can get to know her better.

Women in Retail Leadership Circle: Tell us about your background. What made you decide to start ChangeUp?
Lynn Gonsior: I’ve always had a passion for design and retail, and have been fortunate to have a career that involves both. From in-house roles at Kroger and Limited, to strategic consulting at a global branding firm, I’ve seen the industry from all sides. ChangeUp was a natural next step: a chance to bring collective experience together with an incredible team who shares the same vision and energy.

As an independent agency, we’re empowered to focus on what truly matters without all the politics. For over a decade, we’ve partnered with some of the most dynamic retail brands creating bold, meaningful work that drives real results. It’s been an incredibly rewarding journey, and there’s so much more to come.

WIRLC: As a leader in retail experience design, what are some of the biggest shifts you’ve seen in how brands connect with customers?
LG: Everything happens faster and needs to be smarter and more engaging across generations. One of the most significant shifts we’ve seen is brands striving to find the magic, and strike the right balance, between their online and physical experiences.

Today, a great retail environment goes beyond function. It embodies the brand and a core idea that the customer feels emotionally connected to; one they believe in and drives loyalty because it’s an irreplaceable experience. It’s more about making the entire shopping journey personalized, connected and consistent, and not about the channel.

WIRLC: ChangeUp has worked with many major brands on strategy and retail experiences. Can you share a favorite project that truly transformed a brand?
LG: We’re currently working with a fashion brand that’s at a pivotal point in its brand life. While the work hasn’t been unveiled yet, it’s already one of my favorite projects. We’re operating as a truly integrated extension of the retailer’s team. Silos have been broken down and there’s a shared commitment to understanding the customer on a deeper level. We’re aligning around shopper psychology, executing retail fundamentals with precision, and creating environments that resonate with how people want to shop today.

WIRLC: What are the key factors that make a retail experience unforgettable in today’s competitive landscape?
LG: In today’s market, it’s not enough for customers to simply recognize a brand — they need to feel emotionally connected to it and believe it provides value. Retailers need to be brave enough to change the status quo and deliver an experience that’s immersive and demands attention, seamlessly connecting strategy and design.

WIRLC: What are the retail trends you’re closing watching right now?
LG: It’s exciting to see how innovative business models across sectors are reshaping the meaning of experience, where technology and humans intersect in powerful, new ways. In our business, it’s not about following trends, it’s about looking for ways to create what’s next.

WIRLC: How are you seeing artificial intelligence being used well in retail?
LG: AI is clearly helping businesses with operational efficiencies, but it’s also redefining the very nature of the shopping experience. It enables retailers to be smarter, more connected, and deeply engaged with consumers, from predicting behavior to delivering hyperpersonalized recommendations. AI also helps leverage creative thinking, driving innovation. It’s giving brands a real competitive edge.

WIRLC: As a female co-founder in a male-dominated industry, what challenges have you faced, and what advice do you have for other women looking to lead in retail strategy?
LG: Believe you can. Ask the right questions and trust your gut. Be willing to have a voice in the conversation.

WIRLC: What are your non-negotiables when it comes to work-life balance?
LG: Ultimately, you must make time for both. It won’t always feel balanced; just know that you’re giving both the best you can. That’s all you can ask.

WIRLC: How would you describe your leadership style?
LG: I have high expectations for people, but I’m fair. My role is to challenge and empower people to be and do their best. I like to make sure we’re pushing outside of our comfort zone when looking at problems and offering innovative solutions to our clients. One of our core company values is “stronger together” and I’m a big believer in that.