Natalie Pool started her career in magazines, first as an editor and later as digital strategist, working across various award-winning titles. She joined VMLY&R South Africa in 2013 as content producer and digital writer, working with various clients on blogs, web copy, newsletters, social media and apps as well as video and podcasts. Seven months later she was promoted to head of content, responsible for delivering purpose-driven, strategically-led content, no matter the platform, no matter the format.