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Strategy. Execution. Capability. One consultancy for ambitious event businesses.
Marketing mastery
Without the overhead
Hit registration targets. Build regional teams. Win tenders. Deliver professional event marketing that performs.
Marketing Alchemist is a Dubai based consultancy, providing senior level strategy and execution on demand for events. We combine three capabilities: strategic frameworks proven within global organisers, hands-on implementation that turns plans into measurable outcomes, and structured knowledge transfer that builds your internal capability.
Your events deserve the same marketing intelligence as the world’s leading organisers.
Meet Natalie
Founder & Consultant
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 & APAC 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.
Four Ways to Work With Us
Marketing Alchemist transforms how ambitious event businesses in growth markets conceive, communicate, and commercialise their offerings - bringing the strategic intelligence and operational excellence of global event organisers through integrated consulting that builds lasting institutional capability.
Engagement Models
Project-Based
Fixed scope, clear deliverables, defined timeline. Perfect for launches, rebrands, or specific campaigns.
Fractional Retainer
Ongoing part-time leadership with monthly commitment. Ideal for teams needing consistent senior direction.
Partnership Model
White-label strategic support for agencies. Revenue share or success fees aligning incentives.
Consulting & Advisory
Strategic counsel for specific challenges without full execution.
Who We Work With
International Event Organisers
Government Entities & Organisations
Event Agencies & Production Companies
Regional Organisers & Venue Operators
Professional Associations & Industry Bodies
Media Companies & Intelligence Providers
The Tool
Overload
The martech landscape exploded by 27.8% last year - over 14,000 solutions now crowd the market, with nearly 3,000 new tools launched in 2024 alone (McKinsey, 2025). In-house teams are overwhelmed by this “hypertail” complexity and constant change.
Marketing Alchemist brings command to this chaos, mastering the technology so you don’t have to, and ensuring faster, high-impact results.
The Delegation Advantage
Deloitte’s latest global CMO survey finds the biggest talent challenge for leaders is sourcing the right external partners to close capability gaps and accelerate growth. Top-performing C-Suite Execs now cite strategic delegation as essential for scaling, resilience, and hitting revenue targets in a fast-changing environment.
Marketing Alchemist serves as your extension, taking on overflow, raising the bar on output quality, and helping your team shift focus to what grows your business.
The Complexity
Gap
McKinsey’s 2025 research confirms that advanced marketing operations and AI integration directly combat operational complexity - freeing marketers for creativity, strategy, and deeper customer insight, rather than endless coordination and technical admin that burns productivity.
Marketing Alchemist streamlines execution, empowering your teams to maximise strategic impact rather than drown in busywork.