Natalie Shardan

Managing Partner, Serviceplan Middle East

Born and raised in Jordan, Natalie began her creative journey with a BA in Fine Arts, though her passion soon transitioned to the business side of creativity. In 2006, she started her advertising career as an Account Executive at Impact BBDO Dubai, where she managed high-profile international and MENA brands like Emirates Airline and PepsiCo, while also contributing to new business development efforts.

After four years in Dubai, Natalie pursued her love for fashion in Florence, Italy, earning an MA in Fashion Merchandising and Management. Upon returning to advertising in 2010, she joined leading agencies such as Y&R and JWT Dubai, managing brands like Orange Telecom, Royal Jordanian, Johnson & Johnson, Mondelez, and HSBC.

Before joining Serviceplan, Natalie served as Business Director at MullenLowe MENA, overseeing key accounts for major brands including Pizza Hut, Bloomingdale’s, and Unilever. In 2018, Natalie embraced a new challenge at Serviceplan Middle East with a mission to restructure the agency, enhance its creative reputation, and drive business growth. Her leadership, defined by empathy and a commitment to fostering a positive agency culture, has been central to her success. By prioritizing team well-being and creating a collaborative environment internally and with clients, she helped Serviceplan Middle East attract top talent, retain clients for over five years, and achieve recognition as Independent Agency of the Year at the Dubai Lynx in both 2021 and 2023. In 2024, the agency celebrated its first Cannes Lions win.

Natalie’s expertise and industry impact have also earned her roles as a judge for prestigious awards, including: Cannes Lions, the Gerety Awards and the Shots Awards EMEA, where she brings her deep understanding of creativity and business strategy to evaluate the industry’s best work.

As a member of the Marketing Society MENA, Natalie stays closely connected with senior marketers, exploring ways the agency can better support brands in overcoming challenges.