Natalie is a creative director at Focus Lab, a strategic B2B branding agency that helps visionary companies make bold branding moves in their industry. Natalie possesses over a decade of experience building national-level brands and leading top creative teams of designers, writers, and strategists. As a creative leader, Natalie guides solutions that advance clients’ business success, ignites internal culture, and builds brand advocacy. She also develops a creative-driven work culture among team members and collaborators, mentors and develops creative talent, and communicates decisively and confidently. A confident public speaker including TEDxOKC, Leadership Live (Las Vegas), Circles Design Conference (Dallas, TX), and Phoenix Design Week, Natalie frequently shares her insights as a creative powerhouse to inspire the industry. Her topics range from speaking to business leaders on how to build a transformative brand, to designers on how to build creative endurance. Key Highlights • Led multiple rebrands resulting in $500m+ valuation (PolyAI, Zuora) or were acquired by companies like Zapier and Brex • Leads B2B brand teams of strategists, writers, and designers (brand, UI, motion, and activation) and oversees 50 brand projects per year • Confident speaker at national creative and business conferences, influencing industry standards • Experienced and passionate about recruiting and mentoring creative talent, from interns to senior directors • Develops a creative-driven work culture among team members and collaborators • Comfortable with change and the challenges that come with growth and transformation
