Just Produce is the consumer brand of Archisen, a leading agriculture technology company focused on sustainable urban farming. The brand was born when Archisen adapted to the challenges of the COVID-19 pandemic, pivoting from a solely B2B business model to include a B2C model, enabling direct-to-consumer sales of ultra-fresh, locally grown produce.

As the Head of Marketing for Archisen and Just Produce I drove the creation and execution of its entire branding and marketing strategy. This involved:

• Designing the new brand identity to resonate with sustainability-conscious consumers.

• Developing an integrated marketing plan to effectively communicate the value of hyper-local, eco-friendly produce.

• Managing and executing multiple sales and marketing campaigns, optimising them to generate leads and drive profitable growth.

• Built a strong consumer base by blending innovative marketing strategies with community engagement.

Brand identity, including packaging, logo and label designed by me

Solutions implemented from scratch:

• Brand Identity: Logo, brand guideline book, and packaging design.

• Digital Presence: Website (WordPress) and active social media channels (Instagram, Facebook, YouTube, and TikTok).

• Promotional Materials: Catalogues, flyers, and branded merchandise (e.g., shirts, bags, and kitchen tools).

• Customer Engagement: Monthly offline trade events and farmers' markets to directly connect with the community, influencer and affiliated marketing.

• Marketing Automation: Email marketing setup using HubSpot to enhance customer outreach.

Responsible for trade events, farmers' market, retail promotions

Influencer marketing with chefs, lifestyle creators and nutritionists

Through these efforts, Just Produce became synonymous with fresh, sustainable urban farming, driving Archisen’s mission to revolutionise how cities source their food. This work highlights my ability to lead branding, strategy, and creative campaign execution to deliver exceptional results in challenging market conditions.

Key Achievements:

• Spearheaded the company's transformation from a start-up to a scale-up within three years, achieving a remarkable 500% revenue growth.

• Introduced innovative product developments, leading to an expanded product portfolio and a 50% reduction in food waste, enhancing the brand's sustainability focus.

• Played a pivotal role in establishing Archisen’s overseas growth initiatives while diversifying food sources to strengthen food security.

Compiled launch campaign for Just Produce's new flavours

ATL marketing, limited product launches and social campaigns