Natalie started her career in magazines, first as an editor and later as a digital strategist, working across various award-winning titles. This gave her a good understanding of all kinds of online content, for all kinds of people.
In 2013, Natalie joined VML South Africa as content producer and digital writer, working with various clients on blogs, web copy, newsletters, social media and apps as well as video and podcasts. Seven months later she was promoted to head of content, responsible for delivering purpose-driven, strategically-led content. In 2016 Natalie spent a month at VML HQ in Kansas City, gaining insight into content and social media on a global level.
After two years as head of social, she moved back to her first love – bridging the gap between UX and UI with content created to help humans make better decisions. She is currently working on websites, apps and USSD journeys to simplify complex information with copy that rejects jargon and embraces simplicity.