A lot of potential, minimal experience and a rigour to get into the flow of things. An emerging industry is like the new intern at a bustling company. Everyone seems to know what they’re doing, while they’re standing in the midst of it all trying to understand how exactly to fit in. The virtual and augmented reality industry is one of the freshest faces to make its mark in the business scene, and VR/AR company The Glimpse Group is leading the way with its forward-thinking aura and solution bearing mindset while simultaneously overseeing 8 subsidiaries in various industries. 

Being an innovator in any business cycle calls for largely intuitive leadership due to limited pretext to reference from. Luckily, companies such as The Glimpse Group are comprised of many people who bring unique and invaluable knowledge to the table, threaded together by a common passion for shaping the industry future through genuine efforts.

We want to zoom in and highlight our individual gems working wholeheartedly to contribute in upholding the large, cohesive system for developing meaningful VR/AR experiences that The Glimpse Group encompasses. From their eyes. From their perspectives.

Continuing our new series, Weekly Glimpser, PR intern Selena Jammaz interviews Glimpse’ Marketing Manager Elena Piech about her one of a kind Glimpse journey. 

Selena Jammaz: You have a journalistic background. Can you share more about that, and then how you found yourself in marketing?

Elena Piech: Actually, as nerdy as it sounds, I went to a high school with a competitive journalism program. We had a really good school newspaper and a really strong school yearbook. We would win national competitions, and we would put a lot of time into the work that we did. 

And when I was getting ready to look for colleges, I found out about a college scholarship for students with a passion for media, students with a passion for community service and students with a passion for social justice. And I was fortunate enough to get it which was at a top communications college in the States. I took advantage of as many journalistic opportunities as I could. I reported at the 2016 presidential inauguration with PBS. Then the next day, I was at the Women’s March on Washington. I worked on a documentary about Martin Luther King, Jr. and Hidden Figures in the civil rights movement. And that documentary was actually nominated for a regional Emmy Award. I did a lot of radio journalism in college, and a lot of the stories that I did in university went on to go in other state or national awards

I went to a journalism conference in the fall of 2016. And when I was there, Robert Hernandez, who is a professor at USC, lead a workshop on immersive journalism and 360 video. It was Robert Hernandez with other people from Google, and they had a 360 camera out, where it has two 180 lenses on both sides. And then just some cardboard headsets. And so you pop your phone in the cardboard headset, and you move around, and you can look around and feel like you’re in the environment. I started making 360 video just because I thought, “Wait, this is an awesome storytelling tool,” and I could see how it could be used to really place your audience in the situation and understand more from the point of view of the person that you’re reporting on, or the situation that you’re trying to report about. 


“And that’s when I wanted it to be more immersive. I wanted the viewer to be able to do more.”

Elena Pitch, The Glimpse Group’s Marketing Manager 


Selena Jammaz: Why did you jump on board of a VR/AR company?

Elena Piech: I started getting more into VR and AR tech, but I wasn’t the developer. And so I was trying to figure out, “How can I make my way into that industry?” Ideally, I am most intrigued by VR and AR from the storytelling and how it affects the way we think and the way we learn. But with my journalism skills, my storytelling skills, my multimedia skills, I was able to land this marketing role with The Glimpse Group

DJ Smith is a co-founder of our company, and he is one of the co-founders of the NY VR meetup, which was organized on meetup.com, which is a website where people with different passions meet. He made a meetup for VR, and it was one of the biggest meetups for VR in the United States, and I stumbled across The Glimpse group through the meetup group. 

I just had a copy of my resume and I messaged and NY VR meetup. And DJ saw my resume and said, “Hmm, we’ll talk to you.” And, you know, Glimpse, because it’s the start-up that it is, they find team members that are willing to work. They’re going to figure out, “Okay, what can we do with you?” And I think what made me stick out as an intern is just the fact that I was able to work without being asked.

Selena Jammaz: Now, being at Glimpse, you do a lot of different things. Can you elaborate on what exactly you do?

Elena Piech:  My role at Glimpse is to be our Marketing Manager.


But because we’re still a start-up in ourselves, and we’re still growing, our teams are a little small and a little lean. And so that means that a lot of different roles can sometimes fall my way, and I’m wearing multiple hats. But I would say that if communication is facing the public, so something that we share on social media or something that we share with PR, or potentially maybe even a deck that we could share with potential clients, or even a video that might be more internal, chances are, I’ve probably dabbled and worked on that. 

Over the summer, I had some interns and we worked on logo and branding redesigns for two of our subsidiaries. We worked on deck redesigns. We worked on issuing out new videos. We worked on talking about branding and voice. We worked on presentations to inform other GMs about how to run their social media. 

In addition to those roles, I’m also still really intrigued by the way that virtual reality impacts the way we think, and we learn. 

Selena Jammaz: How does it feel to be able to communicate what The Glimpse Group is doing with the world?

Elena Piech: I think that it’s interesting because a lot of companies in this sector, I would say, are focused more on the business to business end, just because other companies have the funding to buy the devices to deploy them to their employees, whereas now, not every consumer has a VR headset. Give it a couple more years, and we’re definitely going to see that change, where more people are going to have their own personal, either headsets or smart glasses, whatever that form of mass adoption looks like. But I just think B2B communication is different than direct consumer communication, where sometimes you can be a little bit more fun or random.

With B2B, sometimes I struggle with thinking, you know, should we always be professional? Or can we be goofy. And there’s some complexities and nuances when it comes to communicating Glimpse just because we are the platform company, but we have these subsidiaries under our umbrella, and a lot of my discussion sometimes is around, “Is this something that Glimpse should be saying? Or is this something that a subsidiary should be saying?” Glimpse as a whole, the identity, is still evolving and still coming together. 

I’m trying to get more of that consistency. We’re really trying to be your friendly, approachable, trusted source for information on what’s going on in the VR and AR sector. We’re promoting our subsidiaries because we feel proud of the work that they’re doing.

Selena Jammaz: What’s your relationship with Lyron [The Glimpse Group’s CEO] in terms of figuring out the voice for Glimpse when communicating?

Elena Piech: Lyron and I haven’t necessarily had a conversation where we ironed out, “This is going to be Glimpse’ voice, and we’re going to do this because of XYZ.” But more so from me learning more about the company and me trying to strategically think about how we’re going to place ourselves, what we’re going to do, and then shaping up verbiage that way. Then sending it off to Lyron, getting his insights, and then from Lyron, maybe sending something off to Maydan, who is our CFO, and hearing their feedback. 

What we have right now is actually a branding and style guideline. I put together verbiage that I like and words that are not verbiage that I like but verbiage that our executive team likes, and why we think these words work best. And in terms of voices of the subsidiaries, those definitely are more to the general managers, just because they know their particular industry very well, and so they know who their end client is going to be. And now that I have worked at Glimpse for about a year and a half, and that I’ve established myself more in the company and I’m showing the success that we’re doing, by getting more traction on social by having more consistency with the way that our videos look, I feel as if I can now justify taking the time to strategically think with the GMs about the voice that they’re going to have and the style that they’re going to do. 

The essence of effective communications, whether on a personal or a corporate level, is first understanding who you are and what you stand for. Based on that, you find your voice. However, not only is The Glimpse Group a unique case in that it has 9 distinct subsidiaries, it’s also a start-up in the newly emerging industry of VR/AR tech. As the marketing manager, Elena Piech is dealing with the discovery of each subsidiary’s distinct and evolving personalities. To say that her role as a Glimpser keeps her up on her toes is an understatement. But with a tenacious drive like hers and a passion for lifelong learning, there couldn’t be a better fit that Elena.  

Elena Piech is the Marketing Manager at The Glimpse Group. To keep up with AR/VR industry news, Glimpse’ newest innovative advancements or the latest on Augmented Reality features on Snapchat, feel free to send Elena a message on LinkedIn.


Any content provided by our bloggers or authors are of their opinion. The views and opinions expressed are those of the authors and do not necessarily reflect the official policy or position of The Glimpse Group. In General The information provided by The Glimpse Group on https://www.theglimpsegroup.com/ (the “Site”) is for general information purposes only. All information on the Site is provided in good faith, however we make no representation or warranty, of any kind, express or implied, regarding the accuracy, adequacy, validity, reliability, availability or completeness of any information on the Site.

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