With more than a decade of experience in marketing followed by a pivotal role at The Honest Company, Amina serves as the safeguard of brand at the mission-driven e-commerce powerhouse, Thrive Market. Tasked with humanizing the online grocery’s mission, she is integrating the 40+ marketing team to drive a clear story across every touchpoint in the member journey; from the first moment of interaction at paid digital, website, influencer, PR channels to the unboxing experience at home and organic, CRM, ecommerce channels. Under her watch, the company is set to reach nearly 1,000,000 members by the end of 2020.
Since beginning at the Los Angeles-based start up, Amina has re-energized the brand’s story, revisiting the five-year-old company’s original mission of making healthy living easy, accessible and affordable for everyone – now more important than ever during the coronavirus crisis. Using the original mission as the blueprint for the brand’s marketing efforts, Amina is humanizing the story of its countless ethical farmers, 200+ high quality, sustainable and mission-oriented brands (including elevating their own Thrive Market brand), 800,000+ members, and numerous Thrives Gives and COVID-19 Relief fund recipients – by sharing the real stories of those that create, supply, ship, receive better-for-you groceries. All this is supplemented by sharing more conscious practices such as zero waste, carbon neutral shipping, ethical sourcing to steer the company as the most environmentally responsible in the grocery market. She is motivated by the magic that happens when all channels and marketing levers sing in unison to translate the story of Thrive Market so members can see that they truly ‘belong to a better market.’
The University of Pennsylvania grad started her career at Procter & Gamble, where she initially worked as an assistant brand manager and brand leader during her decade-plus tenure, across iconic brands such as Pantene, Wella, Pampers and Crest. She led a global team that included brand, consumer insights, creative, communications, digital and retail marketing and business development. She envisioned and led the team to create Crest Gum Detoxify, a new category under the super-premium umbrella that detoxifies your gum line, the breakthrough first of its kind within the dental care category.
When not building the Thrive Market brand, you’ll find Amina actively involved in mentoring other female leaders either via her involvement in HeyMama network, an active group of Mom entrepreneurs, or setting up the first Women’s Leadership group at Thrive Market. Her passion for storytelling and the Ancient Classics, takes her and her family to travel to ancient cities across the world. Having lived in over 13 countries, Amina now resides in Los Angeles, CA with her son and husband where they can spend endless time living a healthy, active life outdoors.