Meet Nat Cortazar
In a world where influencer marketing shapes culture and commerce, Nat Cortazar is redefining how brands connect with audiences. Originally from the Basque Country in Spain and now based in London, she is the founder and managing director of The Good Egg, a female-founded boutique agency recognized as one of the best in influencer marketing. Fluent in Spanish and English, Nat combines her multicultural perspective with more than decade of experience across global markets including the UK, US, EMEA, and LATAM. A bilingual Spanish-English marketer, speaker, and educator, Nat has led campaigns for top brands such as LEGO, H&M, Oppo, and Pret a Manger. Known for building creator-first, results-driven campaigns, Nat combines cultural insight with strategic execution to help brands connect authentically with audiences. Her work has been recognized by industry experts and platforms like LinkedIn’s Creator Accelerator Programme. Nat’s approach prioritizes people over profit while pushing the boundaries of creativity and influence.
From Basque Beginnings to Global Ambitions
Growing up in a large, close-knit Hispanic household, family was the center of everything. With a mother from a family of twelve siblings, Nat counted more than 29 cousins and a household bustling with warmth, conversation, and community. Yet, despite the love that surrounded her, she often felt a yearning for something beyond the boundaries of her hometown. She recalls that while her environment was nurturing, it sometimes lacked the ambition she instinctively carried.
“I always felt I was destined for more, and I worked extremely hard to make it a reality,” Nat reflects, emphasizing a drive that would shape her career in unexpected and transformative ways.
At 17, Nat made a defining move to Madrid, leaving the familiar streets of her hometown to study advertising at university. That decision, fueled by curiosity and a desire to push her own boundaries, marked the first major turning point in her journey. Madrid offered exposure to the vibrancy and scale of a larger city, and Nat quickly embraced the challenges of a new environment, learning to navigate its fast pace and opportunities.
Laying the Groundwork: Early Career and Learning the Craft
Nat’s professional journey began in roles that allowed her to explore communications, marketing, and event management in Spain. From her early experiences at Room Mate Hotels, managing front desk and events, to her first marketing positions at S&Q Communication and Evicertia, she learned the value of meticulous planning, relationship-building, and storytelling. Each step honed her ability to translate ideas into action and provided a foundation for the creativity she would later bring to the influencer marketing world.
Her work with Pocket University and The Papaya Group allowed her to shape communication strategies for startups and international clients. Nat recalls these experiences as pivotal: learning to balance creativity with strategy, manage teams, and navigate cross-cultural campaigns. These early roles nurtured her appreciation for authentic communication, a principle that would guide her through every subsequent stage of her career.
Entering the Influencer Marketing Sphere
Nat’s first influencer marketing role in London was with Publicis Media and The Goat Agency, though she had experience in the field prior to moving there. She recalls managing international campaigns for brands like Samsung, Cineworld, and P&O Ferries, where she learned to harness the power of digital communities. Her ability to connect audiences with brand stories became increasingly clear as she managed complex campaigns involving hundreds of influencers.
By 2018, Nat had stepped into senior positions at freuds and Kindred, leading influencer marketing strategies, building advocate networks, and establishing international connections. She reflected on this time as a period of realization and growth: “Without sounding too ‘loopy’, I always felt I was destined to make an impact… I realised I could do the same, but better, more ethically, and more importantly, for myself.”
These experiences illuminated the potential to lead not just campaigns, but a business of her own. They revealed gaps in the industry: overly complex processes, rigid hierarchies, and a lack of human-centered approaches. Nat saw an opportunity to create something that was authentic, creator-first, and effective.
The Good Egg: Building a Boutique Agency from the Kitchen Table
In March 2020, Nat took the leap. From her kitchen table, she founded The Good Egg, a boutique agency designed to approach influencer marketing differently. Born in response to the modern world’s pace and need for efficiency, the agency reflected Nat’s vision of combining creativity with practicality. “The key to success is simply being more human. Tech is fab, but it is meaningless without some human interaction behind it,” Nat emphasizes. This principle became the cornerstone of The Good Egg, which quickly gained recognition for its creator-led campaigns, human-centered strategies, and bold execution.
Under Nat’s leadership, The Good Egg has executed over 250 campaigns across more than 25 countries, collaborating with over 1,000 influencers. The agency has worked with global brands like LEGO, Oppo, H&M, Pret a Manger, and Silverstone, crafting campaigns that blend cultural relevance with measurable impact. Its ethos is simple: “People over profit. This will always be my motto… success has many different facets.”
The Good Egg’s approach is rooted in transparency, flexibility, and creativity. From end-to-end campaign management to immersive creator trips, the agency prioritizes authentic engagement while maintaining commercial results.
Educator, Speaker, and Advocate for the Creator Economy
Beyond her agency, Nat has invested in educating the next generation of marketing leaders. She created and directed the first influencer marketing course with ELLE Education and Mindway, sharing insights on campaign strategy, creator engagement, and industry trends. Her thought leadership has also earned her a place in LinkedIn’s first Creator Accelerator Programme in the UK and recognition on Top #Influencer50 by Talking Influence in 2019.
Through these platforms, Nat seeks to provide an unfiltered view of the influencer marketing world, challenging conventional narratives and advocating for inclusivity. She emphasizes the importance of conscious choices in business and life:
“To live is to choose, and to choose, is to reject… It’s all about being conscious of that and being okay with the fact that there will always be something we are rejecting.”
Her advocacy centers on mentoring women and diverse founders, using her experience to open doors and inspire authentic leadership.
Values and Leadership Philosophy
Nat’s leadership style is deeply grounded in her values. She believes in ethical growth, prioritizing people, and creating space for everyone to thrive. Her motto, “Perfection is the enemy of progress, if you’re waiting for something to be perfect to launch it, you will never do it,” encapsulates her pragmatic yet ambitious approach.
Her personal journey, from a working-class family in Spain to leading an award-winning international agency, shapes her commitment to inclusivity and empowerment. Nat actively mentors women and diverse founders, using her platform to open doors and demonstrate that success does not require compromising authenticity.
Looking Ahead: Vision for Growth and Impact
As The Good Egg continues to expand, Nat is focused on consolidating long-term stability while amplifying the agency’s global influence. The team is doubling down on internal content strategies, launching a transparent fly-on-the-wall series, and welcoming a Growth Director to sharpen commercial and delivery strategy. Nat’s vision extends beyond business:
“I want to continue sharing my unfiltered experience as an immigrant female founder, and keep using my –now well-earned– privilege to make sure there are more women from diverse backgrounds at the top of the mountain, without having to sacrifice being who they are.”
She remains committed to creating an agency culture where authenticity, creativity, and ethical leadership drive measurable results for brands and creators alike.
Editorial Note: A Call to Redefine Leadership in the Creator Economy
Nat Cortazar stands at the forefront of a new era in influencer marketing and creator-led business. Her journey shows that success does not require compromise, that authenticity and impact can coexist, and that human-centered strategies are essential. As women and diverse founders navigate industries that often overlook their voices, Nat’s work offers a roadmap to lead with integrity, creativity, and influence.
Her message is not just a strategy; it is an invitation. A call to build businesses that honor the whole creator, their vision, voice, values, and impact. For every entrepreneur ready to amplify their influence and lead with authenticity, Nat’s journey is both an inspiration and a guide.
