Meet Natalia
Natalia Forster is a Buenos Aires–born founder based in Amsterdam, with over two decades of experience across global advertising agencies and brand leadership roles. Today, she is the founder of VOICE, a business therapy lab that helps individuals, teams, and organizations reconnect with their essence and build from it human-first, aligned, and intentional.
The Quiet That Reveals Everything
There is something distinctly unhurried about the way Natalia Forster speaks about work, leadership, and identity. After decades inside one of the world’s loudest industries advertising, she is no longer interested in volume. What matters to her now is clarity. Essence. The kind of truth that doesn’t need to compete for attention because it already knows who it is.
Her presence carries the calm of someone who has spent a lifetime listening first to brands, then to people, and eventually, to herself. VOICE, the company she founded, did not arrive as a sudden pivot. It emerged slowly, shaped by experience, silence, and a long-standing belief that the most powerful strategies don’t come from imitation, but from alignment.
Growing Up Between Places, Languages, and Ways of Seeing
Natalia was born in Buenos Aires and built much of her career in Amsterdam, navigating cultures, languages, and professional norms that were never static. She entered the industry in 2001, during the early days of Web 1.0 long before social media, smartphones, or algorithm-driven attention. The rules were still being written, and adaptation wasn’t optional.
Working across international agencies like Ogilvy, McCann-Erickson, Wieden & Kennedy, TBWA, and others, she learned to move fluidly through change. But beneath the evolving platforms and tools, something in her approach remained steady. Even then, she was less interested in trends than in what made people and brands feel real.
That grounding would become essential as the industry accelerated, fragmented, and, at times, lost its center
Ten Days of Silence, and a Sentence That Took Years to Understand
Fifteen years ago, in the midst of an existential crisis, Natalia attended a Vipassana retreat in Hungary. Ten days of noble silence no distractions, no stimulation, no escape. It was there, stripped of external noise, that something unexpected surfaced.
“When I finally reconnected with my voice, it was different raw and soft, rejuvenated yet with a renown power,”
When she asked her teacher what was happening, the response was simple: This is your real voice.
The meaning of that sentence would take more than a decade to fully land. It returned years later, in a vivid dream Natalia, being interviewed as the founder of a venture called VOICE. Not a marketing concept. Not a framework. But a space grounded in one truth: that only by reconnecting with our essence can we access something honest and unreplicable.
Choosing Kindness as a Leadership Practice
Throughout her career, Natalia became known not only for award-winning work, but for the environments she built. She believed and proved that safety enables audacity. That people do their best work when they’re allowed to be fully themselves.
“Kindness creates safety, and safety is what allows people to think clearly, speak honestly, and do their best work,”
For her, kindness was never a soft value. It was a structural one. Teams that felt seen took responsibility. Creativity expanded. Accountability deepened.
Even as she stepped into senior leadership roles growing major global brands, leading international teams, becoming the first-ever female Jury President in the sports category at El Ojo de Iberoamérica this belief never wavered. Titles changed. The principle didn’t.
Building from Essence, Not Reaction
After years agency-side, followed by a period leading brand marketing for one of Europe’s fastest-growing fintech companies, Natalia took what she describes as another brave leap. She became Managing Director of GUT Amsterdam, helping launch and grow its first European office. The success was tangible. But the deeper pattern was clearer still.
Again and again, she saw that the strongest work came when people stopped operating on autopilot and reconnected with who they actually were.
VOICE was born from that realization. A business therapy lab designed to help individuals and organizations listen inward before acting outward. Not to chase trends, but to build ecosystems rooted in identity, integrity, and trust.
For Natalia, this work feels less like a profession and more like a responsibility to offer something steady in a time defined by speed, noise, and automation.
Looking Ahead, Without Losing the Center
VOICE continues to expand into new collaborations and areas of impact. Natalia speaks about the future with curiosity, not urgency. She is less concerned with scale than with coherence. Growth, for her, only matters if it remains aligned.
Her definition of success reflects that same philosophy. It has little to do with validation or visibility, and everything to do with peace. Sleeping well. Making decisions she can stand behind. Creating environments where others can show up fully and leave stronger than they arrived.
The Measure That Matters
At the heart of Natalia Forster’s work is a simple, radical belief: that humans are intrinsically good, and that when we create spaces rooted in kindness and truth, people rise to meet them. Technology will keep changing. Industries will keep reinventing themselves. But essence endures.
In a world constantly asking us to be louder, faster, and more efficient, Natalia has chosen a different path one that begins by listening.
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