Order my USA TODAY Bestselling book: toxicgrit.com TOXIC GRIT: How to have it all and (actually) love what you have. It will help you create a new approach to ambition and find space for all the diverse parts of yourself. Join 75K+ others who read my newsletter 🧩 Life's a Game at amandagoetz.com. It’s full of free tips to play the game of life at a whole new level. In 2018 I found myself at the height of my marketing career with 3 kids under the age of 4 and filing for divorce. In a world telling me to find alignment......I realized that was impossible. The work version of me didn't want to leave early to go be with the kiddos. The mom version of me didn't want to miss a moment with them. I wanted to be fiercely independent and yet also wanted to find love again. Other versions of me didn't want to feel responsible for anything or anyone. This diversity within me led to the creation of my Character Theory Framework. This framework helped me to create space for the 10 characters that make up the movie of your life:  The CEO → wants to pursue big goalsThe Partner → desires companionship  The Soloist → cares about personal growth and development The Caregiver → deep desire to take care of others and show up for themThe Goddess → wants to be desired and pursue pleasure  The Lazy One → loves to couch rot, no goals whatsoever The Socialite → values connection The Creative → desires creation and creativity The Doctor → your inner health &amp; wellness character The Explorer → craves novelty And it helped me. I was able to let go of the idea of balance and give permission for hierarchy, boundaries and the transition sequences necessary to embody these diverse characters. So I put it all in a book and it was an instant best seller!! I'm so excited for you to create space for all parts of you and to see ambition as multi-dimensional. Follow me here for advice as I build a multi-hyphenate life as a CMO, Author, Mom of 3 and getting married again. 

Amanda Goetz

Hi there 👋 I'm Cindy — a marketing strategist and fractional CMO with 10 years experience owning go-to-market for innovative, values-driven brands. My superpower is storytelling: I translate complex and technical products into compelling narratives that resonate with today's cultural trends and market needs. Then I lead cross-functional teams to execute GTM plans that bring those stories to life and deliver standout launches.

---------------------------

How I Started

I started my career in technology companies where I supported demand generation, performance marketing, and content strategy within growth-hacking teams. At the same time, I earned a BA in apparel design from the London College of Fashion, launching my career with a unique skillset mix of creative disciplines, startup acumen and marketing experience.

My Founder & CEO Journey

In 2016, I launched a disruptive women's apparel startup dedicated to eco-friendly and size-inclusive products. Over four years, the business scaled to seven-figure revenue and 20,000 active customers, delivering viral product launches that generated £100K in a single day with a 13x ROAS and a loyal community of super fans.

Fractional CMO & Strategist

Since 2022, I've worked as a fractional CMO and marketing strategist, stepping into part-time leadership roles for early-stage brands to define their positioning and lead go-to-market strategy. For example, I led a nine-month rebrand and GTM launch for a pain relief CPG business that sold 10,000 units in just eight weeks by leveraging micro-influencers and a community-centric strategy. I specialize in translating founder vision and cultural trends into actionable GTM plans and leading cross-functional teams to execute them, often through hands-on strategic planning sessions and agile execution.

Leadership and Mentorship

I am passionate about developing talent, and outside of work, I mentor for Launch It, Founders Institute, and previously London College of Fashion. My experience teaching and guiding others (and launching my own company at a young age) has taught me success in business is 80% mindset and is achieved through leadership, collaboration and vision.

Get In Touch

If you’re interested in working together, please drop me a DM! I’d love to hear about what you’re building.

Cindy Liberman

As a former lingerie CEO, I’ll say it again: women don’t buy bras like they buy fashion products.





I recently had a little rant about this after seeing Sydney Sweeney’s new intimates brand with collections for women’s ‘moods’, romantic, seductress, playful or comfy. Maybe the brand concept will work, as a sort of mass-market agent provocateur, but I think they’ve completely missed the consumer behavior in the lingerie industry. 

Lingerie is like any business: customers who spend the most money are the ones with the most pain. So who experiences the most pain when they don’t have the right bra? Women with a fuller chest and a hard to find bra size that’s usually available only in beige, and, without the right bra, she has severe back and shoulder pain.

Have a look at ‘full bust bras’ and ‘small back large cup bras’ on reddit and lingerie blogs. There’s an entire subculture of women obsessed with finding the best products, so when I see new brands launching with no awareness of this, I can pretty much guarantee the CFO will be banging his/her head against a wall six months from now.

I spent 4 years running a lingerie business, and here are the trends I noticed:
• 80% of our sales came from DD+ sizes.
• Comfort and sizing are always first priority.
• Women find one style that fits, and they rebuy in every color.

Is there a lingerie customer who wakes up each morning and thinks: ‘hmm do I want to be seductive or playful today?’ Yes — they’re just not the highest spenders, and they’re prone to churning quickly.

—————————
Hey I’m Cindy, ex-founder of a lingerie business turned marketing strategist for consumer brands. If you’re building something, let’s connect! Drop me a DM.

Marketing Strategist | Go-to-Market Leader | Storytelling-Driven Fractional CMO | Community & Brand Builder | Startup Mentor & Growth Advisor

Coffee date this morning with Ian Smart, my first mentor from the early startup days! 



We met way back in 2017, and for the last four years we’ve a standing monthly catch up in Shoreditch to talk about life, work, ideas, or anything on our minds.

One lesson I’ve learned again and again: relationships make work and life more fulfilling, so when you meet great people, make the effort to see them often 😊

We used to build websites for people. Now we build for bots 🤖

Dual-audience website design is here. Your website needs to serve two decision makers: humans and bots. The transition is happening fast with 40% of web traffic coming from bots already. 

Just a year or two ago we thought of bot traffic as a negative to be blocked or disregarded. Today your business could fail without it. 

Marketers are measuring semantic density, a fancy way of measuring how much product data AI can parse from your site in a single query. This helps explain how effective your content optimisation is compared to your competitors. 

What are your thoughts on the future of web design?

Will these be the beauty industry’s next billionaires?






Our favorite makeup gurus just created the blueprint for the next generation of consumer brands and every marketer should be paying attention!

In case you've missed it Alexis and Christina (a.k.a. the lipstick lesbians) built a following by walking into Sephora and doing something no other beauty creator does:  turning over the packaging to read the formulations and the source country. 

Every woman is her own beauty expert today, and Alexis is the *expert’s expert* with her background in beauty formulation.

Two days ago, Alexis and Christina announced their new company, Leaked Labs, and the business model looks revolutionary. 

Most beauty brands don't actually develop their own formulations. Instead they buy formulas from manufacturers…

But in a 2026 world, where every woman is her own make up expert, why are we disconnecting the consumer from the manufacturer? 

Leaked Labs is doing things differently by releasing unsold formulations to the public. Then real customers will decide which products go into their permanent collection. 

Their marketing looks like it's going to be revolutionary also with an episodic TV-style series on social media showing the behind-the-scenes of building this business. 

This is genius because: 

	•	it makes their customers feel even more invested and connected to the founders and their mission, and
	•	the algorithms will LOVE it because watch time will be sky high

That means that Instagram and TikTok will push their content out to millions more people for FREE, so the company will acquire more customers without spending marketing dollars. 

What do you think? Will Christina and Alexis be beauty’s next billionaires? Let me know in the comments.

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Hey! I’m Cindy, marketing leader for consumer brands. If you’re building something - drop me a dm!

Founders: if your head is spinning with advice from everyone in your orbit, here are some thoughts about choosing the right marketing channel for your business.

Talk about right place, right time: Meta just offered to build me a website with Manus AI from my Instagram profile.




In case you missed it, Meta acquired Manus 3 months ago for $2 billion to fast track its agentic capabilities. Manus is designed to complete a variety of tasks autonomously, positioned as ‘your company’s best employee’.

From Instagram, I clicked Try It, signed up and Manus started building within 60 seconds.

What worked well:
• Manus generated accurate, professional design with zero prompting from me.
• Proactively scraped my existing website (on squarespace, linked in my Instagram bio) and repurposed the content. 
• Done in my iPhone Sarafi browser in a few minutes.

Questions/Could be better:
• If I didn’t have a comprehensive portfolio online—created manually and optimized over two years—would Manus have generated something useable? 
• Manus used AI headshots of a woman (not me), meaning it didn’t scrape my likeness from Instagram.
• I wish it had pulled my top performing posts from Instagram, a reels carousel for social proof and a personal touch. 

This tech isn’t revolutionary compared to competitors like Lovable, but Manus’ positioning inside Meta’s apps is massive leverage for customer acquisition.

Have you tried Manus yet? Please drop a comment below and share your experience. 

—————————
Hey I’m Cindy, marketing strategist for consumer brands and testing tech in my free time. If you’re building something, let’s connect! Drop me a DM.

In Q3 2025, TikTok Shop drove $19NB in GMV, nearly matching eBay. 





The platform is expected to be the third largest global retailer by 2030, but a shocking number of business owners still don’t treat it as a core growth channel. If you’ve ignored the channel (or nominated a resident-young-person to run social media 😅), it’s time for a pivot. 

No need to panic - grab a coffee. Let’s get the whiteboard out and make a plan together 📝 

Before we start, one quick note: I like to think of TikTok not a social platform, but as a commerce ecosystem. Posting is good. Using all the social commerce features together is great — and the algorithm will reward you.

Organic Content
Post on your page with strategic content to inform and entertain your customers. Build an audience, listen and engage.

Paid Content
Amplify your top 10% best performing organic content as paid advertising in TikTok Ads. 

Affiliates
Leverage creators making money on the internet: allow them to tag your Shop products in their videos. 

TikTok Shop
Shop is where entertainment and commerce meet. Setting up your TikTok Shop allows you and creators to tag products in Lives, organic and paid content. 

TikTok LIVE
Live shopping is the fastest growing sector on e-commerce in 2026. Media-native brands are swapping retail expansion plans for Live shopping production, and creators are becoming live shopping hosts to earn a medium income (or better) on their terms. 

—————————————————————————

Hey I’m Cindy, marketing strategist for consumer brands (apparel, beauty, CPG). If you’re building something, let’s connect! Drop me a DM.

Brands and retailers: TikTok is key for strategic growth in 2026 because social commerce and live shopping are fast growing sectors of e-commerce.

In 2026, brands become media companies. The ones who invest in social media mastery as an ecosystem will win.

Surprised more marketers don’t have a prompt optimizer bookmarked because I use this one (Jina AI) daily.

I loved speaking with Lollie Hancock  for Cosmetics Business Magazine on The Lipstick Lesbians’ new brand, Leaked Labs!




When I saw Leaked Labs coming out, I was excited because I previously owned a fashion business that connected customers more closely to manufacturing. I know how powerful it is to build a customer-centric flywheel that informs both product development and marketing.

Here are the 3 things that stand out to me about Leaked Labs’ model:

1) Marketing built for social  

I believe this marks a transition from digitally-native (e-commerce) brands to media-native (built for social) brands. Physical products are commodities, and differentiation comes from creative storytelling and customer engagement.

2) Sustainability  

The lab sample-first approach is really smart. Dropping limited edition products creates buzz and scarcity, and keeping only the best-sellers in the permanent collection reduces inventory waste.

3) Customers as co-founders  

Customers will love co-creating the range with influencers they already know and trust. It also gives customers a peek behind the curtain at lab-created innovations they’ve never seen before.

Check out the first comment for a link to the article.

————————————

Hey, I’m Cindy, a marketer and fractional marketing leader for consumer brands. If you’re building something, let’s connect. Drop me a DM.

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