By curating stock photos of women in settings from construction sites to the boardroom, Pam Grossman helped Getty Images change the perception of women in the media. Grossman studied anthropology, art history, and creative writing at New York University. After graduating in 2003, she immediately began working for Getty, a major distributor of digital media, as a sales consultant. Over time, she moved up the ladder as a creative researcher and creative planning manager before being named director of visual trends in 2013. In collaboration with LeanIn.org, she began working on Getty’s Lean In Collection, changing perceptions of women by cultivating stock photos of women of many races and ages in the workplace, the sciences, and the military, as well as images of fathers as active parents. The collection’s aim, based on the adage “You can’t be what you can’t see,” is to reinforce the idea of women and men as true equals in a wide range of fields. Outside of her work with Getty, Grossman focuses on the imagery and practices of Neopaganism. In 2005 she created Phantasmaphile, a blog for pagan and mystic art, and in 2009 she cofounded Observatory, an art gallery in Brooklyn. As of 2024, she also serves as associate editor of Abraxas International Journal of Esoteric Studies. Since 2017, Grossman has produced The Witch Wave podcast, in which she speaks to leading visionaries about magic, creativity, and culture. She has written two books: What is a Witch (2016) and Waking the Witch: Reflections on Women, Magic, and Power (2019). She also launched a witch-themed sticker pack for iMessage, called WitchEmoji, in 2017, which became a number one bestseller in the Apple App Store.