10 questions with… Natalie Martin

1) What was the first company you set up/job you had?

My first job was Videotape Editor for a small company in Leighton Buzzard. I mainly worked on documentaries that sold in retail stores and it led to me writing scripts, doing camera work and also a bit of presenting, which was fun.

It paved the way for my second job as an editor for a company that found rare footage around the world and sold it to directors. My first project was to work with the director of Steven Spielberg’s documentary ‘Children of the Holocaust’ to edit footage of Auschwitz into the programme. It was an amazing opportunity.

2) If you weren’t working in this industry what would you be doing instead?

I’d own a Michelin starred breakfast restaurant and have a spin-off blog, books and cooking TV show.

3) What gets you out of bed in the morning?

Knowing our clients are expecting us to deliver something special, and taking up the challenge to do exactly that. That, and working with what I consider to be genius people who are also highly passionate about what they do.

4) What are you most proud of?

I’m extremely proud to be Head of Copy at Graymatter. Our MD, Dean Gray, is an inspirational leader. Not only do I feel privileged to be in a position to work closely with him, it’s also an honour to be trusted by him to deliver excellence.

5) Tell us what has been your biggest career mistake.

I was fortunate enough to have a successful career in the music industry in my twenties. As well as being involved in marketing, PR and promotion, I worked in A&R. I literally lived and breathed music.

At 28-years-old I had the notion that I needed to ‘grow up’ and to do this I would have to leave the industry. Of course, I learned very quickly the idea was wholly overrated.

While I have no regrets because I’ve had a rich and exciting career since, a small part of me still misses thinking about music from the moment I wake up in the morning.

6) If you had to give one piece of advice to someone who has just started out in the industry, what would it be?

Believe in what you’re doing and be prepared to put in a great deal of hard work. To be successful in marketing you need to:

• be a sponge
• be able to listen and hear the people around you – whether they are clients, colleagues or suppliers
• genuinely care about reaching people and making their life better.

7) What do you think is the biggest challenge facing Marketers today?


Understanding the full mix and where to spend money to get the desired return on investment.

The best way to combat this is to set realistic KPIs, and measure every communication that goes out so you can understand how your audiences tick.

8) What recent work has struck a chord with you this year and why?

It has to be John Lewis’s ‘Buster the Boxer’. Their brand is so consistent and they understand the power of emotive marketing. Anyone with a dog in the family will have identified with that ad and it was such a great angle to come from.

I was also recently at the Pink Floyd ‘Their Mortal Remains’ exhibition at the V&A in London. The band met as architecture students and it was their understanding of their surrounding environment and experimental nature that gave their whole experience so much depth.

The band brought so much to the table for the future of music, dynamic tour sets and the meaning of ‘brand’ – all of which are reflected in their exhibition which is a visual and sonic feast.


Pink Floyd ‘Learning to Fly’ video with Storm Thorgerson inspired ‘Light Meets Sound’ lightbulb men at ‘Their Mortal Remains’ at the V&A.


I read that the band waived their royalties to get extra studio time just so they could keep experimenting and get their sound right. That’s how much they cared about their craft. I have a lot of respect for that.


Pink Floyd ‘Back Catalogue’ Tour. Hipgnosis, 1997.

9) Tell us one thing someone would NOT be able to find out about you from looking at your Social Media profiles.

That sometimes I like to chill out on my sofa and watch films back-to-back.

10) If you were stranded on a desert island and could take any three people with you, who would they be?

1. Anne-Sophie Pic – the only female 3 Michelin star chef – she’d be able to make anything on the island taste delicious.

2. Adele because she would make me laugh and inspire me to keep going, as well as cheering me up with her singing voice.

3. My niece. Because she makes me smile no matter what.