Jena Wolfe is a Los Angeles and NYC based brand marketing executive specializing in food, wellness, and hospitality. She currently leads the marketing team at goop kitchen and is the co-founder of Piecework.

A black-and-white portrait of a woman with short, wavy hair, wearing a sleeveless black top, standing against a plain white background.

In addition to her operating roles, Jena advises disruptive brands across hospitality and wellness. She is available for select consulting and speaking engagements.

goop kitchen

2025– Current

goop kitchen is an upscale fast-casual concept, founded by Gwyneth Paltrow in 2021. goop kitchen serves clean, made-to-order food that tastes great, and makes you feel even better. Founded by Gwyneth Paltrow, and led by a Michelin-experienced culinary team, the menu is built around thoughtfully-sourced, nutrient-dense ingredients, and designed primarily for delivery and takeout.

Piecework

2017 – Current

Piecework is a cult-favorite, design-forward puzzle and gift brand sold direct-to-consumer and through global wholesale partners including Crate & Barrel, Anthropologie, Nordstrom, and more.

Major Studio

2016–2024

goop kitchen

Piecework

Select Press

Piecework

NYMag | Shopify Masters | Bloomberg | Die Line | Bon Appetit |

Major Studio is an award-winning, women-owned creative agency helping growth-stage companies scale, legacy brands stay ahead, and early-stage startups find their footage. Clients include Google, Radisson Hotel Group, Bloomin Brands, Blue Hill, and B&H.

goop kitchen

Fast Company | Vogue | NYT | WSJ | AdWeek

A woman with blonde hair wearing a black pinstripe suit and a brooch, sitting at a wooden table in a room, holding a newspaper labeled 'The Wall Street Journal.' On the table, there is a large salad bowl, a small cup of dressing, and a red book titled 'Designer.' In the background, there are bookshelves with various books, artwork including a framed silhouette of a woman, and decorative objects like a sculpture of a head and metallic balls.
A partially completed 1000-piece puzzle featuring a romantic Paris scene, surrounded by loose puzzle pieces, two pink glass bowls, two cups of black coffee, a small vintage camera, a croissant, a box with the title "Pardon My French," flowers, a gold lipstick, and a gold necklace on a pink surface.
Pizza boxes stacked on front porch stairs with a sign that reads 'Good, clean food is in the bag.' and a black front door with a brick wall to the side.

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