In this interview, we’ll take a peek into Natalia’s world — between late-night bursts of productivity and quiet morning rituals, between sushi and soufflé, between ad budgets and real-life moments. And we’ll see why sometimes, the most valuable kind of “optimization” is simply doing things with heart.
They say the most creative people are late risers. Is that the secret to your constant smile — the fact that we never see you in the office before 10:00?
For me, days have never been just seven, and hours never only twenty-four. I like to make the most of my awake time (and the least of my sleep), so I love those quiet hours late at night — when everything calms down. For someone who’s always finding something to do, that’s the most magical part of the day.
At the same time, I love the calm of early mornings. I’ve never been a lazy morning person — I enjoy starting my day with energy. I have a long morning routine, and if I manage to work late and still fit in my rituals, that smile of mine is pretty much guaranteed.
And honestly… with colleagues like mine, it’s hard not to walk into the office smiling — even before 10:00.
Everyone in the office knows your passion — cooking. You’re the person who makes not one, but two birthday cakes for the team. If you had to compare your job to a dish — what would it be?
My flair for going over the top and my love of cooking don’t always work in my favor — especially when I start with the idea of making “something small” and end up with five extra dishes. But that’s my soft spot: when I cook for people I care about, my passion kicks in full force.
If I had to compare my job to a dish, it would be a strange mix between sushi and soufflé. Sushi — because it’s my favorite, but also takes a lot of effort and precision. Soufflé — because it’s the dessert I love the most. That’s how my work feels too: sometimes demanding and delicate, but always leaving that sweet aftertaste of satisfaction.
Speaking of cooking — what’s the “secret spice” you add to every campaign?
Just like in the kitchen, my most important “ingredient” in advertising is the intention behind what I do. Every dish I’ve made with care has turned out better — and the same goes for campaigns.
You’re definitely the most talkative person in the office. If you were to start a podcast, what would it be about?
It’s no secret that silence and I aren’t exactly best friends. If I had a podcast, it would be about happiness — the little everyday things that spark joy in our eyes. I truly believe there’s something good in every moment, if we just know how to see it.
I’ve always been fascinated by how people light up when they talk about something they love. People love to share — they just need someone who genuinely listens. I love being that person: to ask the right question and then enjoy the glow in their voice.
Nati, you love black, but your personality is much more colorful. What color best describes you — not your wardrobe?
Rarely do I have a simple answer to anything — so this won’t be one either. I can’t describe myself with just one color. I’d choose the entire spectrum. My emotions are always at full volume, whatever they are. Life with me is colorful — because no one knows what idea or mood I’ll show up with next.
Maybe that’s why black clothes are my way of giving a little rest to my otherwise bright personality.
You’re the person who always remembers the smallest details in others’ stories. Would you say that’s a superpower in marketing?
Absolutely. My ability to remember even the tiniest details is one of the superpowers I value most. It helps in both work and relationships — it makes people feel seen and understood. And in marketing, it’s often the little things that make the biggest difference.
Let’s talk ads and budgets. If your life were a Google Ads account — what would you spend the most on?
Honestly, I sometimes wonder if I’m managing a big client’s account when it comes to my personal spending — saving has never been my strong suit. But one thing is clear: my biggest “investment” is in experiences.
It could be a one-day trip just for the change of scenery, a concert by an artist no one’s heard of, or a spontaneous getaway — I just don’t like standing still. Money spent on moments that become memories is never wasted. And I’m glad I’ve always made choices guided by that belief.
When you say “we’ll optimize it,” what does that actually mean? Is it just “let’s wait and see if it works”?
When I say “we’ll optimize it,” I definitely don’t mean “we’ll sit and hope.” I’m someone who acts boldly — the typical “let’s try and see,” but backed by logic and data.
In marketing, everything is dynamic: there are principles we build on, but the best solutions often come during the process. Every audience, every client, every campaign has its own specifics, and most of the time, you only discover them through testing.
So to me, “optimization” means active monitoring, analysis, and adaptation — until we find what works best.
What’s your favorite part of building a campaign: the idea, the execution, or the analysis after?
I genuinely enjoy the whole process — from that first spark of an idea to the final analysis. I love seeing how different campaigns trigger different reactions and how the audience “responds” to them.
And when something doesn’t go to plan — that’s when it gets most interesting. That’s the puzzle moment, when I get to figure out what’s wrong and how to fix it. It’s one of the parts of my job I enjoy the most.
Do you think AI is going to kill your profession?
AI is undeniably a useful tool that saves time and simplifies a lot of processes. But I don’t believe it can “kill” my profession. AI is only as good as the person using it. Creativity, logic, and intuition — they can be supported by AI, but not replaced.
What’s the most interesting place you’ve filmed video content?
One of the most interesting locations so far has to be a scaffold on a construction site. I’ve had some wild shoots, but nothing quite as adrenaline-filled as that one.
That’s why I love what I do — new, unexpected challenges constantly pop up, and we’re always pushed to respond with creativity.
If you had to describe TouchPoint to someone new on the team, how would you do it?
I used to think that the phrase “we’re like a family” was just a cliché from job ads — until I met my teammates. I never expected to find such good company in one person, let alone click so naturally with an entire team.
I’d describe TouchPoint as “the friendly crew you meet in the most unexpected place.” Because for me, it’s always about the people — and here, they make the work feel light and fun.
And as for the work itself — this is the kind of place where just when you think you know everything, you realize how much more there is to learn. Every day brings new challenges and cases that help you grow constantly.
When was the moment you truly felt like a part of TouchPoint?
I truly felt part of TouchPoint during a pretty funny moment — I was being even more talkative than usual (which, let’s be honest, happens often), and I must’ve really tested everyone’s patience. The team started teasing me about it, and at first I took it a bit personally because I honestly thought they enjoyed the constant chatter.
But then — in the most sincere, warm, and kind of childlike way — they all reassured me that without me, it’s just too quiet and too boring. And they managed to melt my heart in the most creative ways. That moment meant a lot — it made me feel truly seen and part of something.
If you could give one piece of advice to your younger “marketing self,” what would it be?
I’d tell her: “Everything in its time.” Don’t expect instant results and don’t be so hard on yourself. If you’re willing to learn, you can gain everything you need — it just takes patience and confidence that growth comes one step at a time.
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