Farmlands Co-operative Society LimitedMarketing & Design Studio Manager
Feb. 2014 - Feb. 2015Christchurch, New ZealandNew Zealand's largest farmer-owned rural supplies co-operative, with over 85 stores nationwide serving more than 75,000 shareholders. They provide a comprehensive range of products and services to the agricultural sector, including farm inputs, livestock, fencing, fuel, and technology. Farmlands is committed to supporting sustainable farming practices and helping its shareholders maximise their profitability.
Reporting to the Director of Marketing and working alongside the executive leadership team, I was hired to manage the rebranding of the two largest rural trading companies in New Zealand: Combined Rural Traders (CRT), valued at $1.25 billion, and Farmlands, valued at $750 million, into Farmlands Co-operative.
Successfully oversaw the rebranding of the co-op's combined 10 business units and 15 sub-brands, as well as upgrading the marketing and design processes and systems to cope with the rapid growth from a regional organisation to a national enterprise. The rebrand required several high-level projects, including the redesign of: – Signage and interiors for 85 stores across the country – Shareholder magazine distributed to 75,000 shareholders per month – Website, where visitors rose from 110,000 to 275,000 in the first year of relaunch
Reduced annual printing costs by 12% (approximately $220,000 in savings) through the consolidation of print suppliers and improved production forecasting
Created marketing efficiencies of approximately 20%, equating to $650,000 per annum, through the implementation of new automation software, production/workflow processes, and systems
Led and mentored a team of 8 designers, 3 marketing executives, and 1 copywriter, and liaised with 3 external marketing agencies
Achieved a significant milestone with the subsequent valuation of Farmlands Co-operative at $2.4 billion the following year, making it New Zealand's 15th-largest company by revenue