Some people build brands. Very few build movements. Today’s guest is one of the rare ones who can do both—and she’s here to break down exactly how she does it.

In today's episode, I’m sitting down with someone who has shaped culture through every brand she’s touched. Gabby Etrog Cohen is one of those rare leaders who understands that brand isn’t a logo or a marketing plan—it’s human connection. It’s how people feel. It’s how people talk. It’s how people experience something together.

Gabby helped transform SoulCycle from a four-studio boutique fitness concept into a cultural phenomenon. She helped scale Rent the Runway into a billion-dollar business. She helped reimagine Aspen across hospitality, mountain life, and luxury. And now, through GEC Consulting, she’s guiding founders and CEOs through reinvention, growth, and the moments where clarity matters most.

She’s a master connector, a generous networker, and someone who has never taken access for granted. And she’s proof that when you nurture relationships, not transactions, your career becomes a magnet for extraordinary opportunities.

In this episode:

- How she found her way to SoulCycle and helped turn four studios into a cultural phenomenon

- How brands are really built through people and why human connection is the ultimate growth engine

- Why protecting your brand matters more than promoting it — especially when you have access, attention, or influence

- The power of generosity in networking and how leading with “How can I help?” transforms relationships

- How your network shapes your career when you nurture it consistently, authentically, and without agenda

- What modern marketing teams need to look like in an AI-driven world

- How to build a career that supports your life, not the other way around

Connect with Gabby:

Website: https://www.heygec.com/

Instagram: https://www.instagram.com/gabbyetco/?hl=en

LinkedIn: https://www.linkedin.com/in/gabbyetrogcohen

Connect with Zoe:

LinkedIn: https://www.linkedin.com/in/zoe-weisberg-coady-57aab37

In today’s episode, I’m digging into one of the topics I care about most: personal brand positioning in a world where visibility is no longer granted, it’s built.

We’re talking about what it really takes to become known for your work (hint: it’s not perfection), why your brand is a living narrative rather than a one-time declaration, and how consistency outperforms talent every single time. I’m also sharing a behind-the-scenes look at what I’ve learned from 15+ years in PR watching leaders rise and the patterns that never fail.

If you’ve been waiting to feel “ready” before showing up, this episode is your sign to stop waiting and start leading.

In this episode:

- Why your personal brand is an evolving story — not a static identity

- The Don’t Wait to Be Picked approach and why it matters more than ever

- How to build visibility through owned platforms like LinkedIn + Substack

- The real engine behind thought leadership (spoiler: consistency beats everything)

- What I’ve learned from working with global brands, CEOs, and cultural leaders

- How your network amplifies your ideas and why visibility and relationships fuel each other

By the end, you’ll understand the exact mindset shift and visibility habits that separate “hidden talent” from “recognized leader.”

Connect with Zoe:

LinkedIn: https://www.linkedin.com/in/zoe-weisberg-coady-57aab37/

In this episode of Not Perfect Networking, Zoe sits down with Wendy Heilbut, founder of Heilbut LLP, attorney, angel investor, and connector in New York’s creative business community.

Wendy’s career has spanned law, recruiting, entrepreneurship, and nonprofit leadership—giving her a unique perspective on what networking really means. Instead of chasing leads or following sales formulas, Wendy believes the best connections happen through everyday conversations and genuine curiosity.

Together, Zoe and Wendy discuss how to move beyond transactional networking and into relationship building that feels natural, sustainable, and fulfilling.

In this episode:

• Why networking doesn’t need to feel forced or awkward
• How relationships you build today can shape your career years later
• The importance of boundaries when being generous with your time and expertise
• How to stay top of mind in your network through authentic updates
• Using platforms like LinkedIn and Substack for genuine connection
• Why every conversation—big or small—can lead to opportunity

Connect with Wendy:

Website: https://heilbutllp.com

LinkedIn: https://www.linkedin.com/in/wendy-heilbut-1356022b/

Connect with Zoe:

LinkedIn: https://www.linkedin.com/in/zoe-weisberg-coady-57aab37/