How Amina Pasha is Redefining the Chief Marketer Role at Thrive Market
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Managing Editor Marie Albiges interviews Amina Pasha, chief marketing officer of Thrive Market, an online, membership-based market on a mission to make healthy and sustainable living easy and affordable. Listen in as Pasha shares her excitement over the company’s 10th anniversary (1:10); its mission, accomplishments and growth (2:00); and messaging the grocer’s values by focusing on “acts vs ads” (6:00). She discusses collecting customer feedback to measure marketing impact (9:55), matching or exceeding the philanthropic efforts that it’s asking of its customers (11:20), and the steps taken to become the world’s first climate-positive grocery store (13:15).
In addition, Pasha shares how Thrive Market leadership makes business decisions that prioritize sustainability across the organization (16:35), her career background in retail (21:00), and her “rituals and rhythm” motto to balance her non-negotiables as a working parent (23:50). Lastly, she discusses working smart at 80 percent vs. 100 percent (26:55), her outlook for Thrive Market in the new year (29:55), her mantra to always focus on balance (32:30), and how she’s redefining the chief marketer role (34:50).
With more than a decade of experience in CPG marketing at P&G followed by a pivotal role at The Honest Company, Amina Pasha serves as the safeguard of the mission-driven e-commerce powerhouse, Thrive Market. Tasked with humanizing the online grocer’s mission — making healthy and sustainable living easy and affordable for everyone — she is integrating the marketing team to drive a clear story across every member touchpoint and getting her team to focus on “acts vs ads.” Under her watch, Thrive Market reached 1 million-plus members in 2020, was recognized as the largest grocer to ever receive B-Corp certification, and raised more than $16 million in healthy groceries for those affected by food inequality.
Pasha was recently listed in Forbes’ third annual CMO Next 2021 list as one of the country’s top marketing chiefs, recognizing Pasha’s success in redefining the role of marketing while steering a transformative mission-led business amid a changing world. She has been recognized by Brand Innovators, Women to Watch For, as well as by Adweek for her notable career moves and is featured in numerous podcasts, including TOP CMO, Creator IQ; Earned Podcast, Rebecca Minkoff’s “Superwomen,” and Adweek’s “Brave Commerce.” Pasha recently spoke at the Forbes CMO Summit 2022 about the importance of sustainability and marketing. Outside of Thrive Market, she actively mentors other female leaders. Having lived in more than 13 countries, Pasha now resides in Los Angeles with her children and husband where they spend endless time living a healthy, active life outdoors.
Date: December 10, 2024
Credits: Amina Pasha
Duration: 39:24
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