Natalie joined Hasbro as an early member of the Location Based Entertainment team at Hasbro and currently heads the Asia Pacific team. In her role, she is responsible for business and the strategic development of Hasbro experience in the APAC region, supporting partners to develop the right retail and entertainment attractions with Hasbro brands, offering advisory from concept development to location selection. Natalie is dedicated to developing a storytelling experience that is both engaging and business viable.

Prior to joining Hasbro, Natalie has over 15 years cross disciplinary experience in the entertainment and IP licensing industries, holding key roles in organizing international events, including the Asia Pacific Film Festival. She is also a member of the Themed Entertainment Association and a consultant of the Hong Kong Design Institute.