The challenge

A great product with no story, no strategy, and no team.

When I joined Not Just Co., the brand had no defined positioning, limited sales traction, and no dedicated marketing budget. With minimal resources and no full-time marketing team, they needed to clarify their brand, build awareness, and stand out to retail buyers in a crowded category.

The insight

The answer was right there in the name.

What made Not Just different was its versatility — pantry staples that went way beyond pasta night. Each product could be used across breakfast, lunch, dinner, and apps, making it a true kitchen essential. But without a clear strategy, that story wasn't breaking through.

The idea

Build the brand from scratch. Then build the team to run it.

I built the brand strategy from scratch, defining a flexible, flavor-forward positioning that highlighted Not Just's everyday utility and modern pantry appeal. I rewrote core messaging, led visual development, and created investor and retail pitch decks that helped the brand raise funds and land a national launch in 250 Target stores.

To support the launch, I built and managed a lean team — hiring a part-time content lead and bringing on a performance marketer. We activated a scrappy but effective retail program: influencer outreach, affiliate, email, SMS couponing via Aisle, social content, and a refreshed brand photoshoot — all on an all-in $10K budget.

The results

From no strategy to national distribution.