Natalie Ross

Senior Vice President of Brand and Business Development


Natalie believes that the most effective branding is the external communication of the internal business strategy.

After cutting her teeth at two of the world’s most prominent branding firms—Interbrand and Landor—Natalie relocated from New York to Atlanta to found BrightBlue. The firm’s clients included Coke, Delta, Cartoon Network, Dixie, SunTrust, Turner Sports and UPS. During BrightBlues’ six-year engagement with Visa, Natalie singlehandedly built the first-ever product architecture and nomenclature strategy program for Visa’s worldwide commercial business.

After nine years promoting other brands, Natalie decided to start her own and launched the start-up that created the app BackPeddle. This is the only social media app that enables users to choose how long their posts live online via a customized expiration date, referred to as the “do-over” button. Based on the app’s success, a full-time CEO was hired to scale the company.

Having lived and worked in Australia, Belgium, England, New Zealand and Spain, Natalie’s insights reflect her extensive cross-cultural and academic experiences. She received a BA from The American University and earned an MBA from Thunderbird School of Global Management. She was also an adjunct Marketing Professor at Georgia State University’s J. Mack Robinson College of Business.