Imagine turning corporate swag into a powerhouse of connection, culture, and strategy. Natasha Marcello has done just that—and she’s rewriting the rules of the branded merchandise industry along the way. With nearly a decade at the helm of a corporate gifting company that culminated in a jaw-dropping $28M acquisition, Natasha proved her knack for transforming everyday items into tools for meaningful engagement. But she didn’t stop there. During the pandemic, she flexed her entrepreneurial muscles again, building and selling Snacks with Bite for an impressive $1M.
Today, as co-owner of For Keeps Merch and host of The WIBS Podcast, Natasha is on a mission to revolutionise how businesses think about branded goods—shifting them from forgettable trinkets to purposeful products that foster loyalty and strengthen company culture. A two-time Young Entrepreneur Finalist and Women in Leadership Finalist, Natasha isn’t just making waves; she’s creating a movement. In this Q&A, we dive into her journey, her secrets to success, and how she’s helping brands connect in ways that truly last.
Q: Can you provide a brief background about yourself, your family, and your business?
I live in Melbourne with my husband and our beloved cavoodle, Freddie, who's become our unofficial Chief Happiness Officer at For Keeps. I'm incredibly fortunate to be doing what I love - helping businesses create meaningful connections through strategic branded merchandise. My journey began by learning from the ground up in corporate gifting, where I spent nearly a decade growing a company to a $28M acquisition. Today, I'm grateful to be co-owner of For Keeps Merch and host of The WIBS Podcast, where I get to work alongside amazing teams and clients who inspire me daily to keep innovating and growing. When I'm not dreaming up new ways to disrupt the branded merchandise industry, you'll find me walking Freddie around our local wine bars or hosting our podcast, sharing stories and insights with incredible women in business.
Q: What inspired you to be an entrepreneur?
Ever since I can remember, I've been driven by the desire to create meaningful impact and bring others along on the journey. There's something special about building something that gives people more control over their lives while doing work they genuinely enjoy. I fundamentally believe that since we spend most of our waking hours working, it should be something that lights us up. For me, entrepreneurship isn't just about building businesses - it's about creating spaces where creativity can run wild, where teams can grow together, and where work feels less like work and more like pursuing a shared passion.
Q: What aspects of being an entrepreneur do you enjoy the most?
The absolute joy of entrepreneurship for me is watching an idea transform from a simple conversation into something real that impacts people's lives. I love those early morning strategy sessions where possibilities seem endless, and even more so, I love seeing our team light up when those possibilities become reality. There's nothing quite like the energy in a room when everyone is working towards a shared vision, each bringing their unique talents to the table. It's those moments when someone says, "What if we tried..." and suddenly we're all building something amazing together - that's what makes this journey so incredible.
Q: What significant challenges have you encountered as an entrepreneur?
One of my most defining moments came during the pandemic when everything we'd built seemed to halt overnight. Picture this: a warehouse full of stock, a stream of cancellation emails, and that heavy feeling of responsibility for your team's livelihoods. But what started as our biggest challenge became our greatest teacher. Instead of seeing closed doors, we started seeing new opportunities. This experience taught me that entrepreneurship isn't just about having a great idea - it's about being able to pivot when the world throws you a curveball and having the courage to try something new when the old way isn't working anymore.
Q: What motivated you to join EO?
My EO story actually started years ago through the Key Executive Program during my time in corporate gifting, and later through the Accelerator Program with Snacks with Bite. What really drew me in was seeing how this community of entrepreneurs supports each other through the real, often unspoken challenges of scaling a business. When you're in those moments of rapid growth, it can feel like you're on an island. EO became that bridge to other entrepreneurs who just 'get it' - they understand the late-night worries, the weight of decisions, and the importance of having the right support systems in place. It's like having a brain trust of fellow entrepreneurs who are all pumped for your success.
Q: Can you share a valuable lesson you've learned from your own experience or another entrepreneur or mentor?
The most valuable lesson I've learned along this entrepreneurial journey is the delicate dance between trusting your gut and knowing when to lean on others. It's about finding that sweet spot between backing yourself and being vulnerable enough to ask for help. I've learned that some of our strongest moments come when we're brave enough to say "I don't know, but I'm willing to learn." Every win I've celebrated and every challenge I've overcome have been possible because of the amazing mentors, team members, and fellow entrepreneurs who've shared their learnings, offered support, or simply listened when things got tough. Business isn't just spreadsheets and strategies - it's about building genuine relationships and creating value that ripples out far beyond the bottom line.