Her Story
About Natalie
I started my career in the ad agency world doing media buying, planning, purchasing. I pivoted into the dot-com landscape and moved to Bodybuilding.com where I spent nearly 9 years leading their e-commerce platform. From there I moved to Balsam Brands starting up the e-commerce team out of Boise, then to Love Every for 4 years helping with digital products and omni-channel integration. Most recently I am with BSN Sports focusing on B2B and digital evolution.
Her Interview
Ten minutes with Natalie
01What do you attribute your success to?
I am a big believer in work ethic. I really enjoy what I do and the evolution and opportunities to learn new things. Whenever I make a switch to a new company I ask what's one thing I can learn here that I haven't yet learned. Having an amazing partner and support system has been key as a working mom.
02What advice would you give to young women entering your industry?
My advice would be to ask for forgiveness rather than permission. Another way, progress over perfection. Those are two mantras that I live and operate by every day. You have to have awareness, guardrails, boundaries, but when you have the progress over perfection or forgiveness over permission mindset you can push the boundaries of what's expected of you.
03What are the biggest challenges or opportunities in your field right now?
The opportunities I see are especially in the world of AI with people that can operate with a solutions mindset and a problem-solving mindset. In e-commerce there's so much happening with Agentic AI and how people are searching on the web. It used to be SEO but now it's AEO and GEO and becoming an expert in those spaces.
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