.png)
Strategy. Structure. Execution.
Marketing Alchemist is a strategic marketing consultancy for the global event industry. We bring the systems, rigour, and creative intelligence of world-leading organisers to ambitious event businesses.
Our work bridges the gap between global standards and regional realities. We help organisations launch successfully in new markets, elevate marketing capability, and build internal systems that perform at scale.
Our Vision
To raise the standard of event marketing across growth markets.
We believe regional organisers, agencies, and government initiatives should operate with the same sophistication as the world’s leading organisers, not through scale, but through precision, discipline, and intelligence.
Our Mission
To transform how event businesses think, structure, and execute marketing.
We translate proven tier-one methodologies into practical systems that deliver measurable commercial performance. Every engagement builds capability as well as outcomes, ensuring our clients grow stronger, faster, and more independent.
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. Her portfolio included Gastech, Future Energy Asia, INDEX Dubai & Saudi, and Japan Energy Summit, managing multimillion-dollar budgets and coordinating international teams across GCC and APAC markets. 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.
She holds a BA (Hons) from the University for the Creative Arts, Digital Optimisation certification from CXL Institute, and an MSc in Digital Transformation from Edinburgh Business School. This combination enables her to bridge creative strategy with technical execution, from brand positioning through to marketing technology optimisation and data analytics.
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.
Events Experience
“Natalie has long been a 'go to' font 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
Marketing Alchemist transforms how ambitious event businesses in growth markets conceive, communicate, and commercialise their offerings - bringing the strategic intelligence and operational excellence of global tier-one organisers through integrated consulting that builds lasting institutional capability.
Strategic Positioning & Market Intelligence
We develop the strategic foundation that positions your events for success -from initial market analysis through to compelling commercial propositions that resonate with target audiences.
Event Launch & Growth Marketing
We plan and execute comprehensive marketing campaigns that drive attendance, sponsorship, and sustainable growth - from first announcement through post-event nurturing.
Organisational Capability & Team Development
We build institutional marketing capability ensuring your team operates independently at tier-one standards - through training, mentoring, documentation, and systematic knowledge transfer.
Strategic BD & Stakeholder Management
We support complex business development processes and navigate multi-stakeholder environments - from winning competitive tenders to managing government relationships and coordinating international partnerships.
Creative Production & Communications Strategy
We develop and execute integrated communications strategies with compelling creative that drives engagement - from brand identity development through to collateral production and media management.
Who We Work With
International Event Organisers
Global exhibition and conference companies with established portfolios launching new events or building regional marketing capabilities across GCC or APAC markets.
Government Entities & Semi-Government Organisations
Public sector bodies promoting economic development initiatives, hosting international conferences, or managing event portfolios requiring sophisticated marketing adapted for government standards.
Event Agencies & Production Companies
Regional agencies with strong operational delivery looking to win strategic tenders, elevate service offerings, and scale beyond founder capacity through white-label marketing expertise.
Regional Organisers & Venue Operators
Event companies and venue operators with strong government relationships building marketing capabilities to match their operational excellence and commercial ambitions.
Professional Associations & Industry Bodies
Organisations and professional societies hosting conferences that need to compete with commercial events whilst maintaining budget discipline and community authenticity.
Media Companies & Intelligence Providers
Publishing and data businesses hosting conferences as content franchises needing to professionalise delegate acquisition and sponsorship beyond editorial relationships and subscriber bases.
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.