Natasha Hatherall: Empowering Women and Redefining PR in Dubai
Natasha Hatherall, affectionately known as Tash, is not your average entrepreneur. A British expat who has made Dubai her home for the past 14 years, Natasha is the Founder and CEO of TishTash Communications, one of the most successful PR and marketing agencies in the Middle East. What started as a simple freelance idea has transformed into a 60-member-strong agency with offices in Dubai, Saudi Arabia, and the UK. The agency, specializing in beauty, health, and wellness, has become a leading name in the PR industry, winning numerous awards along the way.
The Beginning: From Academia to the Corporate World
Born and raised in the UK, Natasha’s journey didn’t start in PR. She began her career in academia, earning a degree in Psychology, a Master’s in Marketing, and pursuing a PhD focused on consumer behavior. However, she quickly realized that academia wasn’t her calling and decided to transition into the marketing and PR world. Starting with roles in major agencies like Havas and McCann Worldwide, and working for global brands such as L’Oreal, she honed her skills in communications, setting the stage for her eventual move to Dubai.
In 2010, Natasha made the bold decision to move to Dubai, a city she had never visited, seeking to fulfill her dream of living and working abroad. Initially, the plan was to work for two years in a marketing role at Abu Dhabi Media Group, then pursue a more balanced freelance career. However, fate had different plans, and TishTash Communications was born.
Building TishTash: A Journey of Accidental Entrepreneurship
Natasha describes herself as an “accidental entrepreneur.” Her initial vision of freelancing and having more work-life balance quickly transformed into something much bigger. In 2012, TishTash Communications was established, and it soon grew into one of the most prominent PR and marketing agencies in the region.
“My intention was never to start a traditional business with employees, office spaces, and income streams. I had aimed for a solopreneur lifestyle,” Natasha explains. But her agency’s quick success showed her that she was destined for more. Today, with over 60 team members, TishTash Communications offers a wide array of PR and marketing services, including influencer strategy, event design, social media content, and more.
What sets TishTash apart is its focus on women, both as employees and clients. Natasha, along with her business partner Polly Williams, has created a workplace that caters exclusively to women’s needs, helping them thrive and stand on equal footing with their male counterparts. This advocacy for women in the workplace has become a cornerstone of the agency’s mission.
Advocating for Women in the Workforce
One of Natasha’s proudest achievements is how TishTash supports women, particularly working mothers. As a female-led company, TishTash is committed to creating a work environment that recognizes the unique challenges women face. “We became advocates for women at work because we realized how crucial it was to provide an environment that supports their needs. When women are given the right resources, they excel,” she says.
Natasha is also a strong supporter of female entrepreneurship in the Middle East. She believes that the region offers fantastic opportunities for women, with abundant networking, learning, and support systems in place. “There’s nowhere like the Middle East for women’s empowerment. The governmental and federal support is exceptional,” she emphasizes. TishTash frequently collaborates with female founders and entrepreneurs, helping them grow their brands and succeed in the competitive market.
The Secret Behind TishTash’s Success
When asked about the factors behind her agency’s success, Natasha credits a combination of hard work, passion, and a commitment to doing things differently. “We always aim to provide big-brand experience and raise the standard of communications,” she says. This philosophy has attracted a diverse range of clients, including major global brands like The Body Shop, Victoria’s Secret, and LUSH, as well as local, homegrown businesses.
TishTash is also known for forming long-term relationships with its clients. Many have been with the agency for nearly a decade, a testament to the high-quality service and innovative solutions the agency provides.
Key Trends in the PR Industry
As a PR expert with over two decades of experience, Natasha has observed significant changes in the industry. One of the biggest trends is the shift toward digital-first strategies, with over 80% of earned media coverage now being online. Another important development is the increasing importance of visual content. “A video itself can be a campaign,” she notes, highlighting the need for storytelling through images and videos.
Natasha also sees e-commerce and affiliate marketing becoming increasingly crucial, as many outlets now require affiliate partnerships for product placements. The rise of owned media outlets, where agencies create their own content platforms, is another trend she believes will continue to grow in the coming years.
Advice for Aspiring PR Leaders
Natasha has some key advice for those looking to make their mark in the PR industry. “Put people first, both in terms of client service and employee well-being. Understand their challenges and strengths, and it will lead to better engagement and retention,” she advises. She also emphasizes the importance of staying agile in a rapidly changing market and collaborating rather than competing with others in the industry.
Finally, Natasha believes that true leadership comes from leading by example. “Never expect anyone to do something you wouldn’t do yourself,” she says.
Looking Ahead: The Future of TishTash
As for the future, Natasha remains committed to innovation and growth. “There’s still so much I want to achieve,” she says. Whether it’s supporting more women in the workforce, expanding globally, or exploring new media opportunities, Natasha is far from done with her entrepreneurial journey.
With a legacy of empowering women and elevating the PR industry in the Middle East, Natasha Hatherall continues to inspire others with her passion, resilience, and leadership.
