Plus, what it's like to meet Gwyneth Paltrow for the first time:
"You're never prepared for that," says the Chief Revenue Officer, about meeting Founder & CEO Gwyneth Paltrow for the first time.Author:Fawnia Soo HooPublish date:Apr 1, 2019In our long-running series "How I'm Making It," we talk to people making a living in the fashion and beauty industries about how they broke in and found success.
Kreuzberger joined Goop as VP of Brand Partnerships and Sales — a newly created role at the time — as the company was on the brink of expansion. A year after she joined, Goop entered the beauty e-commerce space by launching fragrance and Goop by Juice Beauty, and debuted the in-house fashion line G. Label as well as the first print magazine.
I ended up meeting all these people who, every three or six months would get jobs at Fairchild, Condé, Hearst or Time, Inc. After two years, one former colleague set me up on an interview at Footwear News. So I went into a trade at a big publishing house and worked at FN for two years, then went on to Jane and Lucky. After Lucky, I went to Vogue for a little bit and then InStyle for five and a half years.
Six months leading up to my youngest child turning one, I was actively looking for a role at a pure-play digital and that's how I landed at Goop.To be completely honest, going to Goop for me was a little bit of a lean out. I had two newborns basically when I started the interview process. I ended up joining almost almost nine months after my first meeting with them.
We're building a company of people who might be like-minded in certain beliefs, but she doesn't want clones of each other. Every week, we do a weekly standup and she takes 30 minutes to lead this meeting with entire company. In that meeting, she's talking about things we might have not gotten right and things we're doing really well. It's all about culture.
We [also create] really interesting channels and have an omni-channel approach. So when we're working with a brand that I'm looking to integrate, maybe we're distributing their water at a pop-up or permanent retail stores and they help at a summit with 100-plus women. Maybe they're on the podcast and in a story on hydration and the importance of it. [We include the brand] without being so literal.
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