In a world where AI handles the routine, human creativity becomes the differentiator. I partner with creatives, startups, and global companies to unlock strategic thinking, nurture innovation, and build the connections that matter.
Career
Creative aspects of my professional journey
Consultant
Over twenty years in music and live events, across the US, UK and Spain, running my own company along the way. I've worked both sides of the industry: the creative and the commercial, the stage and the spreadsheet. That range is what I bring to Selectr: I work directly with corporations as well as creative startups, advising on partnerships, investment strategy, operations and execution. I'm also Managing Partner of The Human Layer, an invitation-only C-suite event exploring AI and culture change, built in partnership with an ex-colleague. Alongside this I continue to deliver creative programmes, sponsorship strategy and commercial partnerships for global tech brands - the kind of work that's taken me from the Mobile World Congress main stage to boutique roundtables, and everywhere in between. What ties it all together is the same instinct: understand the market, understand the industry, and build something that works, commercially as well as creatively.
Event Director: M360s and Commercial Partnerships
at GSMA Ltd, Barcelona
at GSMA Ltd, Barcelona
My passion for building relationships and creating unforgettable experiences has led me to work with some of the world's leading organisations across a variety of industries. In addition to consistently delivering creative client programmes for major telco brands, and helping their brand awareness, industry positioning and attracting new customers at MWC Barcelona, MWC Shanghai, and MWC Los Angeles, I have delivered successful events across the globe: MWC Africa, M360 APAC and M360 LATAM.
GSMA - M360s Event Director 
Custom Programmes and Media Partnerships
at GSMA Mobile World Congress, Barcelona
at GSMA Mobile World Congress, Barcelona
I led custom programme and event strategy for global tech industry clients for all GSMA events: Barcelona, Shanghai and Los Angeles. I built creative business proposals and creative content for major players as well as developing companies, and devise business strategies to improve our clients' brand awareness, industry positioning and lead generation.
GSMA - Mobile World Congress 
Head of Marketing and Media Partnerships at 4YFN, Mobile World Capital Barcelona
I developed and implemented 2015 event brand marketing and media partnership strategy, built brand equity and insured brand consistency across print and digital platforms. My brand tagline "Connecting Startups" is still in use today. In addition to leading a Marketing and Social Media team, I was also acted as the art director and copywriter for all marketing and advertising campaigns. At the event, I acted as the event MC.
4YFN - Connecting Startups 
Consultant at OpenLab, Ibiza
Worked alongside Robert Miles, OpenLab founder, record producer, musician and DJ best known for his 1995 hit "Children" which sold more than 5 million copies worldwide. Set up OpenLab+ with a focus on creating unique customer experiences through music, art, video and digital integration.
OpenLab Media 
Head of Creative Europe at PlayNetwork, Ltd., London
Helped global retail and hospitality brands create an emotional connection with their customers through a strategic, actionable approach to music, audio visuals and technology.
PlayNetwork 
Founder at Minimart Music, S.L.
Created a one of a kind marketing agency responsible for co-promotional brand partnerships between major clothing brands and international music artists. Designed and delivered music marketing campaigns and programmes. Clients included EMI, Sony/BMG, Warner Music, Renoir Cinemas, and Inditex brands.
Music Programmes: Monthly programme of new releases at all Renoir Cinemas across Spain.
Notable artist/brand partnerships: Lily Allen and Bershka Christmas Campaign, Avril Lavigne and Bershka, Tokyo Hotel and Zara.
Sold the company and oversaw the transition, including opening the acquiring company's Barcelona office and building out its founding team.
Music Programmes: Monthly programme of new releases at all Renoir Cinemas across Spain.
Notable artist/brand partnerships: Lily Allen and Bershka Christmas Campaign, Avril Lavigne and Bershka, Tokyo Hotel and Zara.
Sold the company and oversaw the transition, including opening the acquiring company's Barcelona office and building out its founding team.
General Manager, Bleep Records, Los Angeles
Created and led the electronic music label owned by Paul Robb from Information Society. Secured a distribution deal, negotiated agreements, signed artists to the label, and provided A&R support. Developed and executed marketing and publicity campaigns and raised awareness of the label and the artists: Aria, Planktonman, Brother Son Sister Moon, Bitcrusher.
Commercial Marketing Manager, Virgin Records America, Los Angeles
Worked on concepts and tracklistings for TV advertised compilation albums. Represented Virgin Records at multi-label meetings for NOW compilation seires in the US. I was the main contact for associated labels like Luaka Bop, Real World, Higher Octave etc at Virgin Records.
Virgin Records 
Executive Assistant to the President, PolyGram Films, Los Angeles
Provided administrative and business support to the head of a major film company in Hollywood responsible for films like Fargo, Four Weddings & A Funeral, The Usual Suspects, Big Lebowski, The Game, When We Were Kings etc.
Research Executive, PolyGram Records, London
Researcher in charge of qualitative and qualitative research for all TV advertised albums. Worked on concept and tracklisting for "Best of..." albums for New Order, INXS, Red Hot Chilli Peppers etc.
GSMA
Events & Conferences
MWC Barcelona / MWC Shanghai / MWC Los Angeles / MWC Africa / M360 Series / 4YFN
PolyGram / Virgin Records / Bleep Records
Music Releases
A&R / Album concepts / Tracklistings & Licensing / Marketing & Sales / Distribution
Print & Branding
Print Ads / Branding Partnerships / Lifestyle Marketing Campaigns
Wired Magazine Print Ad
Created ad with the right message to attract 4YFN target audience. Event attendance superseded expectations.
Wired
Vice Magazine Print Ad
Valentines Day theme was used to attract the right audience. Event attendance superseded expectations.
Vice
Vice
Brand Partnership Campaign - Lily Allen / Bershka
Brand partnership between Lily Allen and Bershka
Bravo / Star 2 etc
Bravo / Star 2 etc
Brand Partnership Campaign - Avril Lavigne / Bershka
Brand partnership between Avril Lavigne and Bershka
Spanish press
Spanish press
My unique approach to audiomarketing was covered in Spanish national press (La Vanguardia) with an article featuring my company, Minimart Music.
Created a pioneering music programme for Renior Cinemas across Spain which included: in-cinema promotion and radio-style programme with new music releases which was played before every feature film
Biography
On my 20+ year watch in the music industry, I've been part of outfits like PolyGram (Universal), Virgin Records, EMI and PolyGram Films, working on projects like Best of: New Order, INXS, Red Hot Chili Peppers, and the "NOW…That's What I Call Music" series.
After years living in the UK and the US, I moved to Barcelona over 20 years ago - I'm a native Spanish speaker and have built my career here since - and started my own marketing agency, spearheading artist/brand partnerships involving artists like Avril Lavigne (Sony/BMG), Lily Allen (EMI) and Inditex brands, alongside a nationwide music programme across Renoir Cinemas in Spain. When I sold the company, I stayed on to oversee the transition, opening the acquirer's Barcelona office and building its founding team from the ground up.
Over the last 12+ years, I've moved into event strategy, management and marketing, working on global brands and franchises including 4YFN and Mobile World Congress - helping scale and launch editions across new markets, from MWC Africa to M360 APAC and M360 LATAM. Along the way I've helped major tech brands and startups align their industry positioning with their commercial goals, building the partnerships, sponsorships and on the ground relationships with venues, promoters and local stakeholders.
After years living in the UK and the US, I moved to Barcelona over 20 years ago - I'm a native Spanish speaker and have built my career here since - and started my own marketing agency, spearheading artist/brand partnerships involving artists like Avril Lavigne (Sony/BMG), Lily Allen (EMI) and Inditex brands, alongside a nationwide music programme across Renoir Cinemas in Spain. When I sold the company, I stayed on to oversee the transition, opening the acquirer's Barcelona office and building its founding team from the ground up.
Over the last 12+ years, I've moved into event strategy, management and marketing, working on global brands and franchises including 4YFN and Mobile World Congress - helping scale and launch editions across new markets, from MWC Africa to M360 APAC and M360 LATAM. Along the way I've helped major tech brands and startups align their industry positioning with their commercial goals, building the partnerships, sponsorships and on the ground relationships with venues, promoters and local stakeholders.
natasha@selectrevents.com