Viva Voce, the size-inclusive fashion marketplace connecting independent designers with shoppers in sizes S through 6X, today announced the appointment of Amy Williams as Chief Executive Officer.

Williams spent the last decade building and scaling Good-Loop, the responsible advertising platform that turns ad engagement into charitable donations for the world's biggest brands, including Nike, Burberry, PepsiCo, Mars and L'Oréal. Listed by Raconteur as one of their 50 Outstanding CEOs in 2025, Williams grew Good-Loop into more than 20 markets — including a US office that now accounts for 80% of the business — while driving 100% year-on-year revenue growth, raising nearly $15m for charitable causes, and measuring and reducing emissions from over 90 billion ad impressions. She remains Good-Loop's Founder and now serves on the board as Non-Executive Director.

Before Good-Loop, Williams spent time at Ogilvy & Mather, running global brand campaigns for Unilever and managing British Airways' digital and direct accounts across four continents — an early grounding in building trust for household names at scale.

She is a Forbes 30 Under 30 alumna, an EY Entrepreneur of the Year, and a UN Meaningful Business 100 honouree, recognized for combining profit and purpose in pursuit of the UN Global Goals. She writes a regular column on business leadership for The Times, coaches founders and executives on pitch and narrative for the UK Department for Business and Trade, and lectures on startup strategy at CodeBase.

Having raised millions for good causes by harnessing the trillion-dollar media industry, she’s now turning her attention to fashion, where Amy intends to prove that exclusion is, quite simply, bad business.  

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

Founded on the belief that fashion should be as diverse as the people who wear it, Viva Voce curates ethical, independent brands across a full size range and has grown into a community-first destination with a loyal following across social and pop-up markets.

"Amy's experience at the intersection of purpose and commerce is exactly what this moment calls for," said Kate Zigrang, Founder of Viva Voce. "She understands that growth and values aren't trade-offs; they're the same thing done right."