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08/04/2022

ThredUp names chief marketing officer — first in nearly five years

Marianne Wilson
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Noelle Sadler
Noelle Sadler is ThredUp’s first dedicated chief marketing officer in nearly five years.

A marketing and e-commerce veteran has joined the C-suite at ThredUp.

The online resale giant said that Noelle Sadler has joined the company as its chief marketing officer. She is the company's first dedicated CMO in nearly five years and will report to ThredUp president Anthony Marino, who previously oversaw marketing. (Marino served as the company’s chief marketing officer for four years before taking on his current role in 2018.)

Sadler joins ThredUp from online fashion retailer Lulus, where she most recently served as chief marketing officer. Previously, she held several marketing leadership roles at MAC Cosmetics and cofounded Retold Recycling, a subscription-based clothing clean-out service.

The U.S. secondhand market was valued at $35 billion in 2021 and is expected to more than double by 2026, reaching $82 billion, according to ThredUp’s 2022 Resale Report.   Resale is expected to grow 16 times faster than the broader retail clothing sector by 2026.

"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’s appointment comes as the company has been ramping up its marketing efforts. This past spring, ThredUp launched several campaigns aimed at inspiring younger consumers to embrace secondhand over fast fashion. The initiatives included hosting a climate-positive concert during Coachella to raise awareness of single-use fashion waste.

The company has also collaborated with celebrity stylist Karla Welch during both the concert festival season and wedding season — two of the most wasteful fashion moments of the year, according to ThredUp — to help consumers dress responsibly for events without sacrificing style.

"ThredUp is undeniably changing the way the world shops and I'm eager to further the company's mission,” said Sadler. “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.”

ThredUp is one of the world's largest online resale platforms for women's and kids' apparel, shoes and accessories. An array of retailers, including Walmart, J Penney, and Abercrombie & Fitch, and brands use ThredUp’s Resale-as-a-Service program to deliver customizable, scalable resale experiences to their customers.