Back to the Roots

www.backtotheroots.com

Overview:

Back to the Roots is an organic gardening company on a mission to make home gardening accessible, enjoyable, and successful for everyone. The extensive product line includes 100% USA-grown organic seeds, nutrient-rich soil, all-natural plant food, raised beds, and an array of indoor grow kits, all designed to help people connect with nature and the food they grow. Every product comes with a guaranteed-to-grow promise, reflecting the company's commitment to quality and customer success.

Recognized as America’s fastest-growing organic gardening brand, Back to the Roots has become a household name in gardening. The products are available in over 15,000 retail locations nationwide, including top retailers such as The Home Depot, Lowe’s, Target, Walmart, Tractor Supply, Whole Foods, Amazon and more. By partnering with these leading stores, Back to the Roots is bringing the joy of gardening to millions of homes across the country and empowering people to grow their own food, no matter their space or skill level.

My Role:

2023-Present

Senior Business Development Manager

• Promoted to spearhead the newly established Business Development department at Back to the Roots, leading strategic initiatives to identify and capitalize on new growth opportunities for America’s fastest growing Organic Gardening Company. Report Directly to the CEO and board of advisors.

• Responsible for eight-figure revenue growth by expansion into 8,000+ new retail locations across home improvement, mass, grocery and discount channels including Tractor Supply, Kohls, Kroger, Albertsons, HEB, Whole Foods, Menards, Ace Hardware, True Value, AtHome, Costco, Dollar General, Dollar Tree, Cost Plus, etc.

• Oversee strategy, sales, marketing, P&L, account management, and merchandising for 10+ business development accounts. Collaborate with operations & partners on product development, production, order processing, distribution, and finance. Support graphic design & branding agency with creative direction & design management.

• Lead retail fixture programs and visual merchandising teams in 8,000+ stores, delivering results on time and under budget. Developed the industry’s first Seed & Soil Cross-Category Display, driving significant growth.

• Secured seven-figure savings through sourcing, supplier negotiations and onboarding new partners.

2020-2022

National Sales & Marketing Manager, Target

• Led growth strategy at Target, repositioning Back to the Roots into a multi-category organic gardening brand and category leader. Report directly to the CEO and board of advisors.

• Launched seven new product categories, growing SKUs from 5 to 150 and increasing revenue by ~4,000% through a business development agreement. Awarded exclusive nationwide distribution at Target for organic seeds and soil.

• Led product line reviews, buyer relationship, broker partnership, sales, marketing, P&L, account management, and merchandising. Collaborated with operations & partners on product development, production, order processing, distribution, and finance. Supported graphic design & branding agency with creative direction & design management.

• Secured the first branded end cap in the outdoor living seasonal category at Target. Led concept development, assortment strategy, and in-store execution, resulting in significant growth.

• Managed national merchandising teams across 2,000 stores, optimizing product availability and visual presentation.

• Earned a spot on Target's Business Partner Council with brands like Unilever, Levis, Harry’s, Lego and PepsiCo.

Retail Highlights:

High level overview of Back to the Roots retail presence in-store across 15,000 retail locations including The Home Depot, Lowe’s, Target, Walmart, Tractor Supply, Whole Foods, Amazon and more.

Product Highlights:

The Back to the Roots assortment offers everything you need to grow, including soil, seeds, seed-starting, plant food, grow kits, and more. Below is a high level overview of content designed for e-commerce platforms and product marketing. The total assortment features over 250 SKUs, with selected examples provided here—additional products are available on retail websites.

E-Commerce Highlight:

First-to-market bulk soil program offering convenience and free shipping. “Ship To Home” and “Buy Online, Pick Up In-Store” options. Available on over 10 SKUs.

Marketing Highlights:

High level overview of Back to the Roots omni-channel marketing campaigns, promotional strategies and partnerships with retailers, cross category brands, influencers, and consumers.

Target Commercial featured on National Television, Time Square, and Target platforms

Back to the Roots x Vital Farms x Target Cross-Category Marketing In-Store and Online

Back to the Roots x Bolthouse Farms x Walmart: Cross-Category Marketing In-Store and Online

Back to the Roots x The Home Depot: Kids Seed Planting Workshop in over 2000 stores promoted by Ayesha Curry, Alyssa Milano, and Gabrielle Union

Back to the Roots x Tractor Supply x Garden Influencers: Omni-Channel Social Campaign building awareness and driving traffic to the retailer reaching over 1MM gardeners!

Merchandising Development Highlights:

Back to the Roots x Target:

2021: When I took over the account, BttR had 7 underperforming indoor grow kit SKUs in 400 stores. To turn things around, we introduced targeted promotional strategies to boost sell-through and align with category sales goals. At the time, the Soil and Seeds segment—top performers in the Lawn & Garden category—was dominated by well-established legacy brands and BttR was non-existent.

2022: To scale the account, we introduced a 4FT Branded In-Line Set in 400 stores as a pilot program and expanded grow kits nationwide. The product lineup included all essentials—seeds, soil, plant food, raised beds, and grow kits—designed to simplify the growing process for consumers. I led the initiative end-to-end, including assortment planning, pitching to Target leadership, designing and producing POP materials, and overseeing in-store merchandising. These efforts boosted sales and sell-through, even as legacy brands continued to dominate the Seeds and Soil category.

2023: Building on the success of our 4FT pilot in 2022, we launched a nationwide branded endcap in over 2,000 stores, along with additional in-line placements within the planogrammed sub-categories. This marked the first-ever branded endcap in Target's Lawn & Garden category. We doubled our Seed SKU assortment and introduced a Soil pallet drop pilot in 400 stores, showcasing our top-performing hero SKU. These initiatives not only drove strong sales but also allowed us to claim competitive shelf space from legacy Seed and Soil brands based on performance metrics.

2024: We surpassed the 8-figure sales milestone, achieving remarkable growth compared to 2021, when we were in only half of Target stores with 6-figure sales. In 2024, we solidified our position by securing nationwide exclusivity for Organic Seeds and Soil, capturing significant market share from conventional legacy brands. Our branded endcap continued to drive soil sales, while seeds were integrated in-line with full aisle panels, doubling Target's Seed category sales. Additionally, we expanded with incremental in-line sets for Seed Starting, Plant Food, and Grow Kits, further boosting category performance and solidifying our leadership in the space.

Seed & Soil Pallet Display:

I spearheaded the development and execution of the first-ever cross-category merchandising display combining Seeds and Soil—an innovative milestone for the Lawn & Garden category. While simple in concept, this had never been done in retail due to the complexities of integrating multiple supply chains and creating a durable, shoppable display that could withstand both distribution and in-store use. Partnering with third-party collaborators, I led every phase of the project, from structural design, prototyping, and cost negotiations to graphic design, retailer pitches, production, distribution, and in-store implementation. Taking a hands-on approach, I supervised production onsite and visited hundreds of stores to ensure success, collect feedback, and drive continuous improvements. This initiative has delivered transformational growth for Back to the Roots and its retail partners, generating over $7 million in sales within its first two years in over 3000 stores across multiple retailers. Consumer data underscores its impact, showing increased basket sizes as shoppers pair seeds and soil for a seamless, solution-oriented shopping experience.