Our Vision
To raise the standard of event marketing across growth markets.
Our Mission
To transform how event businesses think, structure, and execute marketing.
Meet Natalie
Founder & Consultant
With fifteen years leading marketing at tier one organisers including dmg events and Informa Markets, Natalie Gurney brings rare organiser-side expertise to client work, understanding the complete event lifecycle from product strategy through acquisition campaigns to post-event ROI measurement.
As Marketing Director at dmg events, she led campaigns for major international exhibitions across energy, construction, design, and entertainment sectors. Additional experience at Informa, MEED, EMAP, and Haymarket developed her expertise across both B2B and B2C events.
Based in Dubai for over a decade, Natalie has deep understanding of GCC business culture, government stakeholder management, and the operational realities shaping marketing decisions in regional markets. Her organiser-level experience means she understands the revenue pressure, stakeholder complexity, and rapid decision making that define event marketing.
Natalie founded Marketing Alchemist to support event businesses needing director-level marketing expertise without permanent hire overhead. Her approach builds client capability through hands-on delivery, systematic documentation, and knowledge transfer, measuring success by client independence rather than consultant dependency.
Education and credentials
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MSc in Digital Transformation, Edinburgh Business School
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BA (Hons), University for the Creative Arts
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Digital Optimisation certification, CXL Institute
Professional development
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Member, International Association of Privacy Professionals (IAPP)
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Studying for AIGP (Artificial Intelligence Governance Professional) 2026
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Studying for CIPP (Certified Information Privacy Professional), 2026
“Natalie has long been a 'go to' fount of knowledge and a trusted strategic sounding board for our marketing plans across numerous events. Natalie continually pushes the boundaries of her own marketing knowledge and brings a strong combination of the creative and analytical to her projects.
Equally importantly, Natalie is an active and positive team player and a huge pleasure to work with."
Tom Gore
Vice President
"I’ve worked with Natalie on several events at dmg events and she’s been a huge driving force behind the portfolio’s growth - most notably helping to transform the Japan Energy Summit from a conference into a full exhibition and doubling attendance year on year.
She’s smart, creative, and has an incredible work ethic. On top of that, she’s great to work with - professional, friendly, and always ready to help."
Luke Hill
Content Director
“Natalie is a highly skilled digital and events marketer with great leadership qualities. She nurtures the people she works with to be able to achieve goals and leads by example. She thinks outside-the-box, is good at delegating and is highly efficient. Her ability to work well with anybody and be a team player is just one more of her strengths. Recommending Natalie is easy as her professional aptitude and business acumen are both excellent.”
Alexis Efstathiou
Marketing Director
Core Expertise Areas
Strategic Positioning & Market Intelligence
We develop the strategic foundation that positions your events for success -from initial market analysis through to compelling commercial propositions.
Event Launch & Growth Marketing
We plan and execute comprehensive marketing campaigns that drive attendance, sponsorship, and sustainable growth.
Organisational Capability & Team Development
We build institutional marketing capability - through training, mentoring, documentation, and systematic knowledge transfer.
Strategic BD & Stakeholder Management
We support complex business development processes and navigate multi-stakeholder environments.
Creative Production & Communications Strategy
We develop and execute integrated communications strategies with compelling creative that drives engagement.
Who We Work With
International Event Organisers
Government
Organisations
Event Agencies & Production Companies
Regional Organisers & Venue Operators
Professional
Associations
Media Companies & Intelligence Providers
Let's Discuss Your Marketing Opportunity
Every event business faces unique obstacles: regional expansion, capability gaps, launch risk, or scaling constraints. We've navigated these challenges across GCC and APAC markets for fifteen years, bringing tier-one organiser intelligence to ambitious event businesses.