AJ Musselman | Fractional Head of CX | Customer Experience Leader for DTC Brands 
AJ Musselman
Senior CX Operations Leader
I help DTC brands scale Customer Experience with systems that blend empathy, efficiency, and automation—building teams and tools that empower the people who support your customers.
About
Hi, I'm AJ, a Senior CX Operations Leader who helps brands turn support into a competitive advantage. With nearly two decades of experience in customer service and over five years of leading CX operations for fast-growing DTC and CPG companies, I focus on building scalable systems that drive efficiency without compromising the human touch.
My foundation in empathy and communication began early in my career as a flight attendant, where I learned that small, consistent moments can create lasting trust. That experience continues to shape how I design processes, guide teams, and build systems that empower people and deliver exceptional customer experiences at scale.
My leadership philosophy is simple: support the people who support your customers.
When teams feel equipped, trusted, and valued, great CX follows. It is not just about faster responses; it is about building trust through thoughtful, consistent experiences that scale.
Skills
CX OperationsInbox operations, SOPs, macro libraries, playbooks, SLA design, and KPI reporting (FRT, CSAT, AHT, SLA) across DTC, Amazon, and TikTok Shop.
Automation & AIConversational AI implementation (Siena), rule-based automation, intent mapping, guardrails, and escalation logic that protects CSAT.
Gorgias Helpdesk ImplementationFull Gorgias setup — views, tags, rules, integrations, Automate, help center architecture, and team training from day one.
Gorgias Certified AdminTeam Building & BPO ManagementHiring, onboarding, coaching, QA, and managing BPO vendor relationships including contracts, SLAs, and performance.