She was also trying to build a “very technical solution”

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Amanda Goetz has spent her career alternating between two roles: founder and marketer. If you follow her on Twitter, as most of #MarketingTwitter does, you know that she’s in founder mode right now. On December 1, Goetz launched House of Wise, a luxury CBD brand for women. The online shop offers CBD drops and gummies that target three common struggles for women: sex, sleep and stress. A casual Twitter follower might not realize it, but this isn’t Goetz’s first rodeo.

She founded her first company back in 2011: a wedding technology Iran WhatsApp Number Data company called Availendar. “It was very hard,” she told MarketerHire. “I was a first-time female founder.”  without a technical background, in a world before no-code. Though she got into a startup accelerator program, she ultimately couldn’t raise capital. Instead, she shifted from a founder role to a marketing one.



Goetz took a full-time job at digital wedding marketplace The Knot, where she spent nearly six years and rose to VP of marketing. Now, she’s back in the founder lane. In 2020, she left The Knot to launch House of Wise. This is different from her first shot at founderhood. For one, her flagship product isn’t technical — it’s organic. For another, Goetz, a self-described “non-traditional founder,” has drawn on her marketing background to craft an interesting go-to-market playbook for her product — one that leans into what MLMs get right.