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ThredUp appoints new head of marketing after extensive period.

Brand advocate Noelle Sadler transitions from Lulus, aiming to boost recognition and attract a broader demographic of youthful clientele.

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New hire Noelle Sadler transitions from Lulus, tasked with boosting brand recognition and...
New hire Noelle Sadler transitions from Lulus, tasked with boosting brand recognition and attracting a youthful clientele.

ThredUp appoints new head of marketing after extensive period.

ThredUp Appoints Noelle Sadler as Chief Marketing Officer

ThredUp, the secondhand retailer, has named Noelle Sadler as its first chief marketing officer in four years. Sadler will reporting to President Anthony Marino, who previously oversaw marketing, according to a company press release.

Sadler joins ThredUp from Lulus, where she held the position of marketing chief. Prior to Lulus, she had marketing roles at MAC Cosmetics and co-founded a subscription-based clothing clean out service called Retold Recycling. In her new role, Sadler will focus on acquiring younger customers and "inspiring a new generation of consumers to think secondhand first."

ThredUp has been investing in advertising as part of its strategy to attract young shoppers. The company has recently launched marketing campaigns that target a younger audience. A brand awareness campaign in Seattle was timed to a climate-positive concert at Coachella, and the company partnered with celebrity stylist Karla Welch to promote responsible dressing practices during festival and wedding season.

In a statement, Marino said, "ThredUp has made great strides towards our mission of inspiring a new generation of consumers to think secondhand first. 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."

ThredUp has been evolving in other ways as well. The company has been investing in its resale-as-a-service offering over the past few years, signing up partners across the industry, including Target. The retailer filed for an IPO in 2021, ended its subscription styling box, and acquired European resale company Remix.

According to a report released by ThredUp earlier this year, the secondhand market will more than double by 2026, reaching $82 billion. ThredUp's own research shows that a great proportion of Gen Z and millennials are interested in buying secondhand, likely driving the company's emphasis on that customer base.

Young consumers have historically expressed their commitment to buying from sustainable brands, but have also driven the success of fast-fashion giants like Shein. ThredUp's multi-pronged strategy to attract and retain young customers includes investing in technology, offering an AI-powered shopping experience, and focusing on community and accessibility. The company has also appointed Danielle Vermeer as Head of Social Commerce, who is tasked with making resale more accessible and engaging through innovative, community-driven shopping experiences.

ThredUp aims to make thrifting and sustainable fashion more mainstream and accessible to younger shoppers, leveraging social media trends, influencer partnerships, and user-generated content. The company has reported strong new buyer acquisition metrics, with a 95% increase in new buyer growth in Q1 2025, marking its best quarter ever for attracting new customers. Active buyers also reached 1.37 million, up 6% year-over-year.

ThredUp continues to invest in its proprietary platform and logistics infrastructure, offering a curated, seamless experience that differentiates it in the fragmented resale market. The company's reinvestments are seen as healthy by analysts, especially as it reduces operating losses and increases gross margins (up to 79.1% in Q1 2025). The retailer's resale-as-a-service offering allows retailers to leverage its logistics and technology infrastructure to offer branded secondhand options to their customers. Investments in AI are improving the end-user shopping experience and are part of ThredUp’s strategy to generate demand and streamline operations for its B2B resale-as-a-service clients. The company has moved away from less profitable international operations to focus on a streamlined model, scaling its proprietary platform and logistics to support both its own consumer business and its B2B resale-as-a-service offering.

  1. As ThredUp focuses on acquiring younger customers, Sadler's role as the new chief marketing officer will be essential in inspiring a generation to think secondhand first, reflecting the company's commitment to environmental sustainability.
  2. ThredUp's marketing campaigns, such as the brand awareness campaign in Seattle timed to a climate-positive concert, demonstrate the retailer's efforts to align with the values of young consumers and promote responsible fashion practices.
  3. To create an engaging shopping experience, ThredUp has invested in technology, offering an AI-powered platform to facilitate the resale market and attract tech-savvy Gen Z and millennials.
  4. The secondhand market is expected to more than double by 2026, reaching $82 billion, and ThredUp's strategic partnerships, including Target, position the company to capitalize on this growth.
  5. With the appointment of Danielle Vermeer as Head of Social Commerce, ThredUp aims to make resale more accessible and engaging through innovative, community-driven shopping experiences, further fostering its connection with younger consumers and the broader fashion industry.

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