Challenger Brands

For Better or Worse, Goop’s Content Chief Is Building a Brand that 'Drives People Crazy'

'When we do things, people tend to notice,' says chief content officer Elise Loehnen

elise loehnen — Goop chief content officer Elise Loehnen credits the brand's success to founder Gwyneth Paltrow's hands-on involvement.Sean T. Smith for Adweek

By Kelsey Sutton

March 5, 2020

Goop chief content officer Elise Loehnen knows that fans and critics alike are watching the company’s every move.

Kelsey Sutton

Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.

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