Six workstreams. One joined-up system.
Built the marketing strategy from scratch
Developed the full marketing and growth strategy, including budgeting, campaign planning, and channel prioritisation. Took customer surveys to build marketing strategy and brand guidelines, shaping a data-backed persona that informed every decision after it.
Combined organic content with paid channels (Meta Ads, Google Ads) to reach new audiences and drive sign-ups within a limited budget.
Refined the brand to match the mission
Created comprehensive brand guidelines covering colour palette, typography, logo usage, voice and tone. The goal was consistency, not a rebrand. Every touchpoint needed to feel like it came from the same place: warm, honest, community-rooted.
Defined five brand codes that appear across all materials, from social posts to box inserts to the website. Built a Canva brand kit so the small team could create on-brand content without a designer in the room.
Redesigned the website to convert
Developed the full content layout within Growing Good and restructured the user journey around one goal: making it obvious what SCF sells and how to order. Led with the value proposition above the fold. Made the shop impossible to miss. Streamlined checkout.
The result: account creation increased by 67% year-on-year after the redesign.
Also implemented SEO basics, targeting local search terms like "organic veg box delivery South London" to capture people already looking for what SCF offers.
Grew social from 4k to 9.5k — with a strategy that actually drove sales
Built a structured content calendar around four pillars: Happy Food, Farm Life, Community Building, and Food Systems Education. Each pillar had a clear purpose, from subtly showcasing products through emotionally led content to establishing SCF as a trusted voice in the organic food space.
Shifted the feed from reactive event posts to a consistent, intentional mix of shareable content and conversion-focused posts. Also developed and ran the paid social strategy through Meta Ads.
Shot the photography, filmed the reels, designed the graphics
Produced a consistent library of photography and video capturing farm life, volunteers, seasonal produce, and community events. This content fed into social media, newsletters, the website, and print materials.
Also designed all graphic assets: social templates, flyers, recipe guides, box inserts, and the "More Veg" guide for new subscribers. Everything built in Canva using the brand kit, so it could be maintained by the team after my involvement.
Built email flows that turn browsers into buyers
Email has been one of the biggest contributors to converting interested shoppers into paying customers. The key piece: an automated conversion flow that nurtures people who create an account but don't place an order. Three emails, spaced over two weeks, each addressing a different reason someone might hesitate.
That single flow has delivered a 3x return on all email marketing spend. No discounts, no hard sells. Just well-timed, well-written emails that meet people where they are.
Also built a welcome sequence for new subscribers and a light-touch win-back flow for lapsed customers, keeping the tone warm and personal throughout.