Resale platform ThredUP has appointed Noelle Sadler as the company’s first dedicated Chief Marketing Officer in five years. She will report to ThredUP President Anthony Marino, who previously oversaw marketing.
ThredUP plans to tap into Sadler’s past experience at retailers such as Lulus — where she was also CMO — and MAC Cosmetics as it looks to sharpen its focus on “capturing the mindshare of younger consumers.” In addition to her marketing experience, Sadler also co-founded the subscription-based clothing clean-out service Retold Recycling, giving her a well-rounded background to now support ThredUP’s future growth.
“ThredUP is undeniably changing the way the world shops, and I’m eager to further the company’s mission,” said Sadler in a statement. “My expertise is deeply rooted in consumer marketing and merchandising, while my passion closely aligns with sustainability and reducing fashion waste. As a ThredUP customer, I’m thrilled to have the opportunity to use my marketing expertise to drive awareness of the mission and enhance the customer experience and build brand loyalty.”
This spring, ThredUP kicked off several marketing campaigns aimed at reaching a new audience of thrifters and inspiring younger consumers to embrace secondhand over fast fashion, including:
- The company’s first brand awareness campaign saturating the Seattle market, which coincided with a climate positive concert during Coachella to raise awareness of single-use fashion waste;
- A collaboration with celebrity stylist Karla Welch during both festival season and wedding season to help consumers dress responsibly for events without sacrificing style; and
- A promotion in the San Francisco Bay Area timed to a recent Shein pop-up store that encouraged consumers to shop more consciously.
“As we continue to shift consumer preference from new to used, it’s imperative that we make shopping secondhand as easy as possible and provide a delightful experience for the next generation of thrifters,” said Marino in a statement. “Resale is taking hold of the modern shopper, and Noelle’s expertise will help enhance the customer experience and in turn fuel growth among young buyers.”