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Natalie Gurney

Natalie Gurney

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The Original Marketing Alchemist

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Join date: Sep 22, 2025

About

Natalie Gurney is the Founder of Marketing Alchemist and brings fifteen years of senior marketing leadership from tier-one organisers including dmg events and Informa Markets.

 

She has directed international campaigns across energy, construction, design, and entertainment sectors, leading major exhibitions such as Gastech, Future Energy Asia, INDEX Dubai and Saudi, and Japan Energy Summit. Based in the UAE for over a decade, she combines deep knowledge of GCC business culture with first-hand understanding of the operational and commercial pressures shaping event marketing.

 

Natalie founded Marketing Alchemist to offer director-level marketing expertise to event businesses, building in-house capability through structured delivery, documentation, and measurable knowledge transfer that prioritises client independence.



Posts (9)

May 21, 2026 ∙ 11 min
Patience, persistence, positioning | Top tips for converting your data build
Patience, because data takes 18 months to do its real work and judging it at three is judging the wrong thing on the wrong timeline. Persistence, because one email is a coin toss and a sequence is the beginning of a relationship, and relationships are how exhibitor decisions actually get made in buildings you'll never set foot in. Positioning, because the goal isn't to convert the human who receives the email, it's to give them something worth telling their colleagues about. The rest is craft.
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Feb 24, 2026 ∙ 6 min
What Gartner's 2026 Predictions Actually Mean If You Run Events
Gartner's 2026 mainstream marketing predictions have just landed, and if you run exhibitions or conferences, a few of them are closer to home than you might expect. Not all five are relevant to the events industry, but three of them describe problems that are already live for organiser marketing teams right now. Here's the Marketing Alchemist read on what they actually mean and what to do about them.
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Feb 9, 2026 ∙ 5 min
Are You Marketing the Event or the Experience? Three Lessons for Event Marketing Strategy
Exhibitor NPS jumped from minus 14 to plus 10 after COVID. Not because events improved overnight, but because people finally understood what they'd lost. Here's what that means for event marketing strategy and three ways to apply it.
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