As Featured in GCC Business Hub – February 2026
Natasha Hatherall’s path in Dubai, from starting a small consultancy to creating a celebrated PR and marketing agency with a broad regional influence, showcases a fascinating story of strategic growth and effective leadership in the Gulf Cooperation Council (GCC).
Strategic Move to the Middle East
When Natasha, or “Tash” as she’s known, arrived in Dubai in 2010, it marked the beginning of a career transformation in public relations. Today, she’s a respected leader in the industry, admired for her visionary approach and people-centered communication style.
Originally from the UK, Natasha began in academia, combining psychology with marketing research. This foundation led her to significant roles at major brands like McCann Erickson and L’Oréal. However, she sought more creativity and impact than traditional agency work could offer.
Moving to the UAE fulfilled her dream of living abroad and placed her in a dynamic business environment. After two years at Abu Dhabi Media, she took the leap in 2012, launching TishTash.
Spotting a Gap in GCC Communication
TishTash Communications began as a niche PR agency focused on the beauty, wellness, and consumer sectors, fields that were largely overlooked in the region back then. While others saw constraints, Hatherall recognized a chance to shine: by specializing, her agency could cultivate deep understanding and build genuine connections with audiences that mattered for her clients’ success.
In less than ten years, TishTash transformed from a solo venture operating from her dining table into a renowned integrated communications agency based in Dubai, with additional offices in Riyadh and the UK. This growth wasn’t just about scaling up; it was fueled by strategic thinking, exceptional client work, and a distinctive approach that integrated PR, digital marketing, influencer partnerships, events, and content into seamless campaigns.
In 2021, TishTash celebrated its tenth anniversary with numerous successes, highlighted by a 50% annual growth, the addition of talented professionals from both regional and international backgrounds, and accolades like Best Medium Consultancy at the PRCA Middle East Awards, alongside personal recognition for Hatherall as PR Leader of the Year.
TishTash: From Small Agency to Regional PR Leader
What makes TishTash stand out isn’t just its notable client list or awards, it’s the culture that Hatherall has nurtured as CEO. From the outset, she prioritized kindness, empathy, and teamwork as fundamental to the agency’s operations. This philosophy resonates with both clients and employees; in 2023, TishTash earned Great Place to Work® certification, a testament to its focus on employee well-being, flexibility, and a collaborative atmosphere, a rare feat in the fast-paced PR industry.
With an all-female team and a mission focused on empowering women both in and out of the workplace, the agency’s core values foster strong client bonds and create a space where talent can flourish. TishTash’s achievements stem not just from its strategic approach but also from its commitment to its people whether that’s through innovative events like “Working Women’s Night” that unite professional women or by supporting team members’ long-term careers.
A Unique Approach to Brand Growth
Under the guidance of Hatherall, TishTash has adapted to the changing needs of brands in our digital world. They realized early on that just traditional PR wasn’t enough, so they launched a consumer division that blends direct-to-consumer strategies with classic communications. This allows their clients to connect with audiences quickly and effectively.
This progressive approach has enabled TishTash to attract and keep a range of well-known regional and global clients across different industries from small beauty brands to major retail companies. It shows that smart storytelling can boost brand visibility and lead to real results.
Increasing Influence in the GCC and Beyond
Nearly fifteen years after arriving in Dubai, Natasha Hatherall hasn’t just built a successful agency; she’s created a lasting legacy. TishTash embodies her belief that communication should resonate with real people, inspire action, and celebrate authenticity. From humble beginnings to global fame, her journey illustrates determination, creativity, and a strong focus on people-first leadership.
As the agency looks ahead to growth and continues to influence the communications sector, one thing is clear: TishTash isn’t just sharing stories, they’re creating them.
Natasha Hatherall’s journey proves that vision, market insight, and people-first leadership remain the ultimate blueprint for founder-led business growth in the UAE.
