Cross-cultural storyteller

This week on The Konnekt Stories, we meet someone whose life is a beautiful blend of science, storytelling, and self-discovery. With roots in Croatia, chapters in Argentina, and a new life in Spain, Natasha began her journey in biochemistry but pivoted into public relations - and much more. Her story is one of transformation: across careers, continents, and personal priorities. A powerful reminder that change isn’t something to fear - it’s something to grow through.

Warm up questions 🔥

If your career was a movie, what would its title be?

If my career were a movie, its title would be: ‘The Plan That Wasn’t’. Because nothing turned out the way I imagined - I faced challenges I never saw coming, solved problems I didn’t know existed, and also stumbled upon opportunities I never even dreamed of. It’s been a wild, unpredictable ride... but somehow, I’m still rolling!

Current work anthem (song you’re vibing with)?

Shake It Off by Taylor Swift - because sometimes the best strategy is to ignore the noise, keep dancing, and get stuff done.

Go-to drink to survive a busy day?

Honestly... beer. Sometimes it’s the only way to process the chaos. 😅

One word that describes your career so far?

Transformative.

Early bird or night owl?

Early bird.

Best thing about what you do?

Crafting smart, tailored communication strategies that actually connect. I’m not into generic - I believe every person deserves a message made just for them.

Favorite way to recharge outside of work?

Watching movies and series, and playing with my son.

Secret skill or hobby most people don’t know about?

I secretly love ironing. There’s something oddly satisfying about making everything perfectly wrinkle-free. 😅

Most used emoji when texting about work?

🤦‍♀️

Most inspiring place you’ve ever worked from?

Procter & Gamble.

Let’s dive in! 🏄

When did you realize you were good at what you do? 

It hit me when I started sharing ideas that were not only valued by my colleagues, but also by my superiors, and even more so when we saw real results from those ideas.

Tell us about a professional risk you took — and what happened after.

I took on a role I wasn’t completely sure about. I didn’t feel I had all the knowledge, but the company believed I had something to offer. The rest, I learned along the way, with a lot of mentoring from my boss. In the end, it turned out to be a great decision: I learned a ton, prepared myself for other roles, and developed a 360° strategic mindset. It was definitely challenging, but it paid off with great results.

What’s something about your job (or your path) that people completely misunderstand?

Well, I studied PR, and in Argentina, people often associate PR with just handing out free tickets to clubs. So when I say I work in PR, some people actually ask if I work in the nightlife industry. Another thing is that when I say I work in communication, some people think my job is just about creating social media posts. It's much more than that – it's about crafting strategic messages, building relationships, and managing reputation in all kinds of ways!

What’s a ‘small win’ that meant a lot more to you than it looked from the outside?

I once received a 'Stewardship Award' for organizing and streamlining a budgeting and administrative task. To others, it might have seemed like a small thing, but for me, it was a big win. The company recognized how important efficient financial management and compliance with internal controls were, and it felt great to be acknowledged for it. It was a lot of work, but it was really rewarding to see that the company values smart investments and the careful management of resources. After all, that money isn’t yours, and making sure everything is documented and the budget is respected is crucial.

If your younger self could see you now, what would surprise her most?

She would definitely be surprised to know I’m working in communication! I started studying biochemistry and always dreamed of working in something related to science. I never imagined I’d end up here, but life took an unexpected turn, and I found a new passion in what I do now.

What’s a myth about success that you wish we could finally stop spreading?

The myth that success always requires sacrificing your personal life. That if you’re not working a thousand hours, including overtime, you’re not good at what you do. Success should be about smart work, not just hard work, and finding balance is key.

What’s something you’re still figuring out, even now?

I’m still figuring out how to continue growing both personally and professionally. There’s always something new to learn, and finding the right balance of skills, experiences, and personal development is an ongoing process.

If you had to give a TED Talk tomorrow, what would it be about (besides your job)?

It would be called 'Breaking the Mold: How Stepping Away From the Traditional Path Can Lead to True Growth'. It would focus on how personal experiences, especially those not directly related to school, university, or work, can be key to professional and personal development. For example, I worked at a Croatian club where I organized events and led teams, which taught me valuable skills in organization, prioritization, and leadership. I also took a year off from university to live abroad. During that time, I learned so much about emotional management, met incredible people, learned new languages, and had a lot of fun. It was a formative experience that helped me grow as a person and shaped the way I approach life and work.

Is there a skill you learned outside of work (a hobby, a life experience) that changed how you approach your career?

Living abroad taught me how to manage emotions better, adapt quickly to new situations, and understand diverse perspectives. These skills have helped me stay calm under pressure and approach challenges in my career with a more open and flexible mindset.

What’s something you unlearned to get where you are today?

I unlearned the belief that success was all about sacrifice. I used to think that working harder and sacrificing everything else was the key to success. But I’ve come to realize that a positive work environment is just as crucial – it’s the key to improving performance, creativity, and overall well-being. A healthy balance, not sacrifice, is what really drives success.

When in your career did you feel totally lost — and what helped you find your way?

I felt completely lost early in my career when I worked at a company with a boss who wasn’t supportive. I was a junior, new to a company with a very distinct culture, and she never really guided me or explained what she expected from me. I just wanted to learn, but it felt like I was struggling alone. What really helped me find my way was having a mentor who taught me how to prepare for meetings, how to navigate the work culture, and how to approach challenges. With her guidance, I gained confidence and was able to succeed, make great friends, and have a lot of fun along the way.

What’s a moment at work that made you laugh when you really needed it?

I was working at an amazing company with high pressure and heavy workloads. Expectations were high, and it often felt intense. But one of the best things was having an incredible team of professionals (and friends) by my side. I remember once when a colleague had to submit a purchase order for approval. She sent it without double-checking, and instead of entering $1,000, she accidentally typed $1,000,000,000 (or something crazy like that). The secretary of the Global CEO actually asked what she had submitted! When we realized what had happened, we couldn’t stop laughing. From then on, we joked that she was best friends with the Global CEO – someone very important, while we were just 'nobodies' in the company! Laughing together at work like that was the best way to relieve stress.

If your career had a soundtrack, what’s one song that would definitely be on it?

The Climb by Miley Cyrus. My career has been full of challenges, learning experiences, and moments of growth. Just like the song says, it’s not about the destination but about the journey. Every step, even the tough ones, has taught me something valuable and made me who I am today.

What’s something you once thought was a failure, but now you're grateful it happened?

Switching careers from biochemistry to public relations initially felt like a huge failure. I had invested so much time and effort in a path that I thought was my future, only to realize it wasn’t what I truly wanted. But now, I’m incredibly grateful for that shift. It led me to a career where I’m constantly learning, facing new challenges, and doing something I’m passionate about. I can’t imagine doing anything else now.

What part of your job lights you up, even when everything else feels heavy?

The part of my job that truly lights me up is the analysis. When things get hectic or stressful, diving into data, understanding trends, and finding insights gives me a sense of clarity and purpose. It’s a moment where I can focus, solve problems, and make a real impact, no matter how overwhelming everything else might feel.

What’s the best compliment you’ve ever received about your work (even if it felt small)?

The best compliment I’ve received was being recognized not only for achieving my goals, but for doing so with high quality—often surpassing expectations. Another meaningful compliment was when I was acknowledged for always helping my colleagues and teaching them new things.

What did you used to chase in your career that you don’t anymore?

In the past, I was focused on climbing to the top of the corporate ladder, even aiming for the CEO position. However, today, while I still want to grow and be promoted, I no longer feel that reaching the highest position is the ultimate goal. Now, with a family, I realize how important it is to maintain balance. Career growth is still a priority, but it’s about finding harmony between my professional ambitions and personal life.

How has your definition of “success” changed over the years?

In the past, I thought success was all about reaching higher positions or earning more money. But with time, I’ve come to understand that true success goes beyond that. For me now, it’s about finding fulfillment in the work I do, contributing to strategic initiatives that drive the company’s growth, being recognized and valued for my efforts, enjoying the journey, and forming meaningful relationships with colleagues who become friends. That’s what success truly means to me today.

What’s a “nontraditional” career move you made that you’re proud of?

I made the nontraditional decision to leave a great company where I was happy to pursue a life experience by living in another continent. It was a tough choice, and I missed a lot of things, but it helped me grow both as a professional and as a person. I believe that experience has better prepared me to take on new challenges and embrace opportunities that come my way.

Name a woman or the women who have helped you or inspired you in your career.

One woman who has greatly impacted me is Melanie Menkes. She was my mentor, and the lessons I learned from her went far beyond just professional skills. She taught me the importance of empathy, how to be a supportive team member, and how to make time for others. She showed me how to recognize my own value within a company, how to voice my thoughts professionally, and how to be resilient in the face of challenges. She is an incredible professional and an even more amazing person. I’m so grateful for everything she taught me - honestly, I only have thanks to give her. Her words still resonate with me today, even though she may not remember them. I’m truly grateful for the impact she’s had on my career and life.