The CMO Who Turned Thrive Market Into the #1 Healthy Snack Destination

Welcome back to The Friday Fortune! We’ve officially reached that mid-August zone where “back to school” banners stare you down in every store, your inbox is a mix of fall marketing campaigns and desperate summer clearance sales, and the iced coffee budget is starting to rival your rent. Take a beat from calculating whether you can survive September on PTO alone, this is your moment of productive procrastination.

Each week, we bring you big ideas and bold strategies from the CMOs shaping how brands connect, grow, and inspire. From fresh campaign concepts to marketing wisdom you can steal (ethically, of course), we’re here to keep you sharp and smiling, because good humor pairs perfectly with great results.

Here’s what’s on deck this week:

• A sit-down with Amina Pasha, CMO of Thrive Market

• Disney collabs with La La Land Kind Cafe

• NWSL teams hit $75 million in sponsorship revenue

📈 Marketer of the Week

If there’s anyone proving that mission-driven marketing can scale without losing its soul, it’s Amina Pasha, Chief Marketing Officer of Thrive Market. With two decades of brand-building experience at P&G, a transformative stint at The Honest Company, and a personal passion for healthy living, Amina has turned Thrive into the go-to destination for what she calls “wellness champion parents.”

Amina’s career began at Procter & Gamble, where she cut her teeth on iconic brands like Pantene, Pampers, and Crest, often stepping into situations where the brands weren’t connecting with their audiences. One early breakthrough came while leading Pantene in the Middle East: more than three-quarters of women there were under 24, yet the brand was marketing to women in their 40s and 50s. By rethinking everything from product formulations to regional placement, she sparked relevance and reversed market share decline.

That deep consumer insight skill served her well when she made the leap to The Honest Company, while juggling a four-month-old baby and a cross-country move. There, she immersed herself in the world of mission-led, digital-first CPG, learning how to marry brand storytelling with e-commerce precision.

When she joined Thrive Market in 2019, Amina saw a brand with authentic purpose but untapped brand-building potential. She got to work defining the brand strategy, building a creative team from scratch, and blending performance marketing with bold, values-led storytelling. The result? Thrive has grown from $500M to over $700M in revenue, serving 1.6M members, with the largest healthy snack pack selection in the market.

Amina’s marketing strategy starts with meeting busy parents where they already are, like Instagram, TikTok, streaming platforms, and layering in trust-building touchpoints like Reddit reviews and organic word-of-mouth. “If a mom gives me a strong recommendation, I’ll just buy it. I will take that over any ad,” she says.

Campaigns are built around reducing “cognitive load” for moms—everything from exclusive healthy snack launches to AI-powered personalized shopping carts. The goal is to make healthy living easy, affordable, tasty, and cool enough to pass what Amina calls the “kid torture test” on taste.

Amina predicts that the next five years will be about personalization at scale and redefining “healthy” as a holistic lifestyle. That means more AI-driven curation, deeper integration with consumers’ health data, and constant evolution of product offerings to keep pace with shifting wellness trends. “Healthy isn’t stagnant. Healthy is changing in our landscape and how we define healthy 10 years ago, 5 years ago and now is also changing. So where healthy will be in another five years is going to be hugely transformational” she notes.

Amina’s Takeaway

You don’t have to overhaul someone’s lifestyle in one leap, just help them take one step toward healthier choices. And in Amina’s view, the role of marketing is to make those steps as easy and as enjoyable as possible.

To hear more about how Amina is scaling Thrive’s mission and shaping the future of healthy living, listen to the full episode of CMO Weekly.

🥠 The Cookie Jar

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

• Disney Teams Up With La La Land Kind Cafe For Mickey's Latest Surprising Collab. The world's favorite mouse is brewing up something special.

• Netflix Says It 'More Than Doubled' TV Upfront Commitments. Netflix just proved they're both killing it in content and slaying in sales.

• NWSL teams hit $75 million in sponsorship revenue in a dozen seasons. Twelve seasons in and women's soccer is scoring big off the field too.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team