Planty needed to stand out in one of the most crowded consumer categories in the UK, without spending its way to growth. As CMO and Creative Director, I built the marketing and creative function from zero, developing the strategy and investment narrative that secured six-figure funding to bring it to life.

The strategy was to give Planty a much sharper role in the category. Working with Uncommon, I led the brand positioning, identity, tone of voice and creative direction, creating a bolder, more opinionated alternative to the blandness that dominated plant-based food.

Then I built the content engine to make that positioning live every day. Four editorial pillars turned the brand strategy into a repeatable content system across paid, earned and organic channels, covering nutrition and everyday health, sustainable food systems, community impact and accessible plant-based living. Around them, we built creator collaborations, campaign ideas, community-led storytelling and performance formats, continuously testing what earned attention and what converted.

I stayed close to the work, directing creators and content production across social, CRM and other brand channels, while using audience response and performance data to continuously sharpen the creative. I also wrote the long-form content and newsletters myself, with email becoming one of our most powerful CRM channels and helping turn customers into a genuinely engaged community.

Within six months, without increasing budget, Planty grew its social audience from 900 to 30K, halved CAC, doubled revenue and doubled subscriber numbers. Social wasn't there to support the brand. It became one of the engines growing it.