Moments of impact from Natalie Cantave's career
StackwellWhen I joined Stackwell, we were launching an investment app targeting a younger, diverse audience but facing flat engagement. Traditional finance marketing wasn't resonating with our target users, and we needed a strategy that would build cultural relevance and break through in a crowded market. The NBA partnerships were already in place, but we hadn't yet activated them in a way that would meaningfully connect with prospective users. I led a cross-functional team to bring these partnerships to life through integrated campaign execution. We produced co-branded social videos and campaigns that aligned the Stackwell brand with the energy and cultural cache of the NBA. Beyond digital content, we hosted prospective users and enterprise clients at NBA games, creating memorable in-person experiences. Critically, I ensured that every touchpoint—whether social content, event activation, or game-day experience—included seamless app sign-up integrations to drive conversion. Over six months, we grew our LinkedIn followers from 5,000 to 9,000—an 80% increase—and our NBA co-branded content generated 2.3 million impressions across platforms. While user conversion remained a challenge, the campaign successfully elevated brand awareness and positioned Stackwell as a culturally relevant player in the fintech space, building the foundation for future growth with our target demographic.
Addepar · Corporate Marketing ManagerI owned the execution of AddeConf, our annual user conference, during a pivotal transformation year. While marketing had managed the event the previous year on a smaller scale, leadership now challenged us to evolve it into a true industry conference and double attendance. This was the largest event I'd managed in my career, and the scope was significant: navigating a new venue and vendor relationships, aligning multiple internal stakeholders with competing visions—including executives, product, engineering, sales, customer success, and marketing—all while working within tight budget constraints for brand and design. To bring this vision to life, I built a comprehensive project timeline with clear milestones for each workstream and established weekly cross-functional meetings to align on messaging and agenda. I negotiated strategically with vendors to maximize our budget, partnered closely with sales and customer success teams to develop targeted invite lists and email campaigns that drove registrations, and collaborated with designers to execute a cohesive brand and creative vision throughout the event experience. The results exceeded expectations across every metric. We achieved our attendance goal, delivered a 4 out of 5 average satisfaction score from attendees, and generated over $160K in combined closed-won ARR and sponsorship revenue. The conference also produced 50+ qualified leads for our sales pipeline. The impact was recognized at the highest level—our CEO acknowledged our team at the company all-hands for setting a new standard for customer events at Addepar.
AddeparAt Addepar, I identified an opportunity to strengthen employee connection to our mission and product offerings by creating an accessible learning experience during Financial Literacy Month in April. The challenge was significant: I needed to design a month-long educational program that would resonate with both technical and non-technical employees across the organization, all while working with a limited budget and no existing template or precedent for this type of internal learning initiative at the company. I developed a multi-faceted program centered around a dedicated Slack channel where I curated and shared weekly financial tips and interactive quizzes that made complex wealth management concepts accessible to all employees. To personalize the experience and showcase diverse career pathways, I profiled employees from across the organization, highlighting their unique journeys in financial services. I also compiled and distributed curated resources to help team members deepen their understanding of the wealth management industry that Addepar serves. The program exceeded expectations, attracting over 200 active participants throughout April and achieving an impressive 45% average engagement rate on the weekly quizzes. Most importantly, the impact extended beyond the month itself—several employees specifically mentioned in our quarterly survey that they felt more confident discussing our product with clients, demonstrating that the initiative successfully strengthened both product knowledge and employee confidence in representing Addepar's mission.