90 - Amina Pasha, Thrive Market

Earned: Unlocking the Power of the Creator Economy

In our 90th episode of Earned, Conor sits down with Amina Pasha, CPG marketing expert and current CMO of Thrive Market, the cult-favorite healthy food retailer that brought in nearly $500 million in revenue last year. To start the show, Amina unpacks Thrive Market’s mission to make healthy living easy, affordable, and accessible. We then hear what drew Amina—who previously served as VP of Marketing at Jessica Alba’s The Honest Company—to mission-based companies after spending over a decade at Procter & Gamble. We dive into Amina’s takeaways from her time at P&G, including the importance of being a cross-functional leader and understanding your consumer’s needs. Next, Amina shares the learnings that surprised her about Thrive Market, such as investment and involvement from respected health and wellness influencers like Mark Sisson and Thomas DeLauer. We then explore Thrive’s recent uptick in Instagram followers, and Amina reveals the company’s strategies for success on social. (Hint: creating content that educates, inspires, and entertains.) To close the show, Amina offers her advice to young professionals looking to advance their careers and make an impact.

In this episode, you will learn:

1. How Thrive Market works to make healthy living easy, affordable, and accessible
2. The importance of being a cross-functional leader
3. Thrive Market's strategies for success on social

Resources:

• Thrive Market

Connect with the Guest:

• Amina Pasha's LinkedIn

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley
• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics
• CreatorIQ Instagram - @creatoriq
• CreatorIQ TikTok - @creator.iq
• CreatorIQ Twitter - @CreatorIQ