Episode 513: Emily Hickey: Scaling Brands, Marketing That Converts, and Building What Lasts
Habits and Hustle
Why Goop Works: Curation, Trust, and Feminist Purpose
Emily explains Goop's editorial foundation, trust-building and its role as a feminist lifestyle brand.
What actually makes a brand break through and stay relevant long after the hype fades? I wanted to explore that question with someone who sees behind the scenes of real growth, not just what looks good online.
In this episode, I sit down with Emily Hickey to talk about what performance marketing really means, why specificity matters more than volume, and how the smartest brands focus on what is already working instead of chasing every new idea. We get into product positioning, influencer strategy, why hero products matter, and how marketing decisions connect directly to identity and behavior. We also talk about fitness, discipline, GLP-1 medications, and why building a business often forces you to build yourself at the same time.
Emily Hickey is the co-founder and CEO of Chief Detective, a performance marketing agency working with leading consumer brands across Meta, Google, and social platforms. She also advises companies like Goop and Weight Watchers, helping leadership teams think clearly about growth, positioning, and longevity.
What We Discuss:
(00:00) Why Most Brands Stall Even With Great Marketing
(07:18) What It Actually Means To Be A Top Meta Agency
(14:42) Why Product Strategy Matters More Than Ads
(22:05) The Biggest Mistake Early Brands Make Online
(30:11) How Influencer Marketing Really Drives Sales
(38:47) Why Winners Win And How To Spot Them Early
(47:26) How Fitness Builds Confidence Beyond The Gym
(56:02) The Real Link Between Personal Growth And Business Success
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Find more from Jen:
Website: www.jennifercohen.com
Instagram: @therealjencohen
Books: www.jennifercohen.com/books
Speaking: www.jennifercohen.com/speaking-engagement
Find more from Emily Hickey:
Website: www.chiefdetective.com
Instagram: @emilyhickey_official
YouTube: Emily Hickey: Growth Series
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