Former DoorDash Marketer Becomes CMO at Farmers Pick

​Natasha Aaron has been appointed chief marketing officer at Farmers Pick, a business working with farmers to sell imperfect produce that doesn't make the cut for supermarkets.

She was previously director of marketing across Australia and New Zealand at DoorDash. She ran the local marketing strategy and reported into the global CMO for two and a half years before departing last May for a career break.

She said choosing to "press pause" for most of 2025 allowed her to complete two courses -- a week-long intensive with the Australian Institute of Company Directors, and an AI marketing course -- plus reconnect with her network and "think deeply about what I wanted next."

That led her to start at Farmers Pick at the start of the month. On LinkedIn, she wrote she has been "incredibly impressed" with what founders Joshua Ball and Joshua Brooks-Duncan have built, and is "deeply motivated by their mission to create a more sustainable food system."

"I can’t wait to be part of this next phase of growth," she said.

Farmers Pick rescues imperfect fruit and vegetables and near best-before pantry items, selling them at a 30-50% markdown compared to supermarket prices. It launched in 2020, and told The Australian last year it is generating 222% year-on-year growth, boasting 190 staff and more than 25,000 customers across Sydney, Melbourne, Brisbane, and some regions. It is looking to expand into meat and dairy.

Before her time at DoorDash, Natasha was head of advertising and communications at Catch, and spent five years at Coles, half of which she served as head of marketing -- fresh produce.

She started her career in advertising and branding agencies, in account management.

At DoorDash, she worked with agencies including Howatson+Company and Droga5 (formerly known as The Monkeys). Last June, after she left the brand, LBB revealed DoorDash had delivered its creative account to DDB Sydney. In September, the agency launched its first work for the business, anthropomorphising delivery bags in collaboration with director Jeff Low.