STARBUCKS 2008 NEW ORLEANS LEADERSHIP CONFERENCE — ONWARD
Executive Summary
Entrusted with executive creative direction for the Starbucks 2008 new Orleans Leadership Conference in New Orleans — Onward initiative, a signature enterprise leadership event convening senior leadership to reinforce organizational vision, cultural alignment, and brand development. Established the creative vision and experiential framework defining the leadership environment, ensuring cohesive brand expression and executive engagement throughout the initiative.
Maintained onsite executive authority, directing all aspects of the visual, environmental, and experiential systems shaping the leadership experience. Provided direct creative leadership engagement with senior stakeholders to ensure clarity, alignment, and integrity of the brand and leadership narrative.
This initiative reflects executive creative leadership across enterprise-level leadership platforms, reinforcing brand development, leadership alignment, and organizational cohesion at scale.
Scope of Leadership
- Entrusted with executive creative direction for a signature enterprise leadership initiative convening senior organizational leadership
- Established the creative vision and experiential framework defining the leadership environment and executive engagement experience
- Maintained onsite executive authority, ensuring cohesive brand expression and integrity across all visual, environmental, and experiential systems
- Directed multidisciplinary creative teams responsible for the development and implementation of the leadership environment
- Engaged directly with senior leadership and organizational stakeholders to ensure alignment between brand expression and executive communication objectives
- Defined and upheld creative standards reinforcing brand development, leadership clarity, and organizational cohesion
- Oversaw end-to-end creative leadership of the initiative, ensuring consistency, clarity, and executive-level quality across all aspects of the experience
- Led onsite creative teams and managed budget authority to ensure cohesive execution of the leadership environment and preservation of creative and brand integrity
STRATEGIC CHALLENGE
Deliver a leadership initiative capable of reinforcing organizational clarity, brand development, and executive alignment during one of the most consequential periods of transformation in Starbucks’ history. At the time, the company was undergoing significant internal change, leadership realignment, and renewed focus on restoring its cultural identity and long-term strategic direction.
The initiative was intentionally held in New Orleans as part of Starbucks’ commitment to support the city’s recovery following Hurricane Katrina. The leadership conference represented one of the largest coordinated corporate efforts to contribute to the revitalization of the city, bringing together thousands of leaders while reinforcing the company’s values, purpose, and responsibility beyond its business operations.
The challenge required establishing a leadership environment capable of reinforcing executive confidence, strengthening organizational cohesion, and aligning leadership around a unified vision during a period of internal transformation and external civic engagement.
STRATEGIC IMPACT
Reinforced Executive Alignment and Organizational Clarity
Established a cohesive leadership platform strengthening executive confidence, brand clarity, and alignment during a pivotal period of corporate transformation.
Strengthened Brand Development and Leadership Cohesion
Defined experiential and visual frameworks reinforcing Starbucks’ evolving brand identity and leadership culture.
Enabled Enterprise-Wide Leadership Engagement
Delivered a leadership environment supporting executive communication, organizational alignment, and sustained leadership engagement.
Contributed to Civic Revitalization Efforts in New Orleans
Supported one of the largest coordinated corporate leadership initiatives contributing to the city’s post-Katrina recovery, reinforcing Starbucks’ corporate responsibility and leadership values.
CREATIVE AND EXECUTIVE LEADERSHIP PARTNER SINCE 2004
Kristi Felts | Starbucks Sr Project Manager
"I had the privilege of working with Natalie over a number of years on multiple brand and leadership initiatives at Starbucks, including the 2008 Starbucks Leadership Conference and other key organizational programs.
Natalie was a trusted creative and brand partner, responsible for helping shape and maintain cohesive brand expression across a wide range of leadership and organizational touchpoints. She brought a deep understanding of Starbucks’ brand, values, and leadership vision, ensuring that messaging and creative execution remained aligned and meaningful across complex initiatives.
One of Natalie’s greatest strengths was her ability to work seamlessly within large, multidisciplinary teams. She provided strong creative leadership while coordinating effectively with multiple vendors, partners, and internal stakeholders. Her collaborative approach, professionalism, and clarity made her an exceptional partner and contributed significantly to the success of our shared work.
As a vendor leader, I deeply valued Natalie’s ability to balance creative vision with operational coordination. She helped ensure that all contributors were aligned and that brand integrity was preserved throughout execution. Her presence elevated the entire team and made it possible for us to deliver cohesive, successful experiences at scale.
Natalie brings a rare combination of strategic brand thinking, creative leadership, and collaborative execution. She is someone senior teams trust to help bring important brand and leadership initiatives to life."
