GRASS & CO.

Grass & Co.
Co-Founder and Creative Director
 

I co-founded Grass & Co. and built it from a name into a brand in over 2,000 outlets nationwide, including Holland & Barrett, Sainsbury's, Waitrose, Boots, Harrods and WHSmith Travel, with international launches in China and Germany. Over 650,000 products sold, rated 4.7 from 1,240 verified reviews.

My title is Creative Director. In practice the remit is wider: I own the brand and every asset that carries it, and I've run the e-commerce, tech and payments stack underneath it.

​

Brand and creative.

I created the brand from scratch: positioning, identity, tone of voice, brand book. I have designed and specced over 30 SKUs, including localised packaging for China and Germany, and own the compliance and sustainability processes behind them. I produce the creative for our ecommerce store, press, trade, investor and sales decks, in-store point of sale, tradeshow stands, OTT and video advertising, and outdoor display, including a national OOH campaign with JCDecaux.

​

Commercial and technical.

I own the ecommerce platform, the payments stack, and the technical side of the site. I manage agency relationships across marketing and SEO, and hold them to performance. I led provenance and structured data work that produced measurable gains in AI search visibility, and I have carried interim co-CEO responsibilities through a fundraise and a CEO hire.

​

I care about how this business operates. Every batch lab tested, with all certificates of analysis published openly.