Thrive Market's CMO, Amina Pasha, discusses how TikTok fueled membership growth for the grocer. They scaled their TikTok spend by over 250% this year, tapping into word-of-mouth style marketing. The effectiveness of Thrive Market's ads on TikTok is highlighted, including the viral 'Mario ad' and using employees to solve relatable problems. The challenges of the D2C landscape are explored, along with the importance of brand awareness and current trends in the healthy and grocery space.