Source: ThredUp website
ThredUp has appointed Noelle Sadler as chief marketing officer (CMO) as it seeks to attract greater numbers of young consumers.
The fashion marketplace said that Sadler — the company’s first dedicated CMO in nearly five years — would “apply her expertise in ecommerce marketing and merchandising to secondhand.”
The incoming CMO will report to ThredUp’s president Anthony Marino, who previously oversaw marketing.
“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.
“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.”
Sadler (LinkedIn profile) most recently worked at online fashion retailer Lulus, where she rose to the rank of CMO. Her past positions include marketing leadership roles at MAC Cosmetics and she also cofounded Retold Recycling, a subscription-based clothing clean out service.
Her qualifications include a master’s degree in Business Administration from IESE Business School, a certificate in Sustainable Business Strategy from Harvard Business School Online, and a bachelor’s degree in Fine Arts in Film & Television Production from New York University.
“My expertise is deeply rooted in consumer marketing and merchandising, while my passion closely aligns with sustainability and reducing fashion waste,” said Sadler.
“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. I look forward to building on the incredible work ThredUp and its marketing team have already achieved.”
The youth demographic is a strong driver of fashion marketplaces and resale. Some 62% of Gen Z and Millennials say they look for an item second-hand before purchasing a new item, and 46% of the same cohorts consider the resale value of an apparel item before purchasing it, according to ThredUp’s 2022 Resale Report.
California-based ThredUp competes against sites including The RealReal, Poshmark, Grailed and Depop.