Good-Loop Founder Amy Williams Takes the CEO Role at Size-Inclusive Marketplace Viva Voce

Amy Williams, the founder of responsible advertising platform Good-Loop, has been named chief executive of Viva Voce, the size-inclusive fashion marketplace founded by Kate Zigrang in 2024. The appointment was announced on Thursday, 22 October, FashionNetwork reported.

It is a move that brings together two women who have built businesses around a purpose larger than profit alone. Williams spent a decade turning advertising into a source of charitable giving. Zigrang built a marketplace where shoppers of every size can find clothes from brands that are overwhelmingly women-owned. Now they will lead the next chapter together.

Who is Amy Williams

Williams is a Forbes 30 Under 30 alumna who founded Good-Loop, a platform that turns engagement with advertising into charitable donations. Its clients have included Nike, Burberry, PepsiCo, Mars and L'Oréal.

According to FashionNetwork, during her time as founder and CEO she grew Good-Loop into more than 20 markets, drove 100% year on year revenue growth and helped raise nearly $15 million for charitable causes. Before Good-Loop, she worked at the advertising agency Ogilvy and Mather.

She is not leaving her first company behind. Williams remains Good-Loop's founder and now serves on its board as a non executive director.

What Viva Voce is building

Viva Voce describes itself as a size-inclusive fashion marketplace. It stocks sizes from S to 6X, and 90% of the brands it carries are women-owned, according to the report.

That combination matters in an industry where plus size shoppers have long said they feel overlooked, with fewer choices, less exciting design and smaller ranges in physical stores. A marketplace that starts from inclusion, rather than adding extended sizes later, is making a different promise to its customers.

Zigrang founded the company in 2024. In a video introduction on Viva Voce's own site, she sat down with Williams to talk about what comes next, why she believed Williams was the right person to help lead the business, and what drew Williams to a company rooted in community and social change.

In her own words

Williams explained the appeal plainly. "Viva Voce is doing something rare in fashion, building a community where people actually feel seen," she said, as quoted by FashionNetwork. "That kind of trust is incredibly hard to earn and even harder to scale. I'm here to do exactly that."

In the company's introduction, Williams also spoke about her own relationship with body image. She acknowledged the privilege she holds as a thin, white woman, while reflecting on how much time and energy many people spend worrying about how their bodies are perceived, and what they could do with that energy instead.

That candor is worth noting. Leaders who join mission driven companies are often expected to show that they understand the customer. Williams chose to name the gap in her own experience openly rather than gloss over it.

Why the pairing makes sense

On paper, advertising technology and fashion retail look like very different worlds. In practice, Williams brings skills a young marketplace needs. She has scaled a company across more than 20 markets, built relationships with major global brands and shown that a business can grow quickly while keeping a social purpose at its center.

Viva Voce, for its part, brings something that is hard to manufacture: a community that trusts it. Williams has said her job is to scale that trust. That is the central challenge for any marketplace, because growth that weakens the bond with customers can undo the very thing that made the business work.

A founder who invites a CEO in

There is also a leadership story in Zigrang's decision. Many founders find it difficult to bring in a chief executive while they are still closely involved. Choosing a partner to lead the next phase, and introducing her personally to the community, signals confidence rather than retreat.

For Williams, the move also shows a path many founders consider: stepping back from the day to day of the company she built while keeping a board seat, then taking the top job at another mission led business.

What women leaders can take from it

First, purpose can be a business model. Good-Loop showed that doing good and growing fast are not opposites, and Viva Voce is betting on the same idea in fashion.

Second, trust is an asset to protect while scaling. Williams named it as the hardest thing to earn and the hardest to grow, which makes it the right thing to measure.

Third, honesty about your own perspective builds credibility. Acknowledging what you have not lived through is often the first step to serving customers who have.

Viva Voce now has a founder with the original vision and a CEO with experience scaling across markets. The next test is whether the marketplace can grow its reach while keeping the community that made shoppers feel seen in the first place.