Speakers

Natasha Shafi is Chief Executive Officer of Mr & Mrs Smith, a seasoned business leader and organisational development specialist with two decades’ experience in scaling a business from start-up to sale and beyond. Appointed CEO in April 2025, Natasha is a career-long advocate of leading through listening, and, having worked her way both up and across the organisation, she always seeks to establish a holistic understanding of structure and systems in order to develop and implement successful strategy. As a manager, her approach is to coach and empower her team rather than forcing single-size solutions. She strongly believes that autonomy and operational synergy are the key drivers of success, and works to sustain a culture of openness, agility, goal-setting and rapid, blame-free learning from failure.

Natasha joined the senior management team of Mr & Mrs Smith in 2012, after five years in the company. Navigating the Covid pandemic, she managed the redevelopment of the organisation to a fully remote working model, then, as Managing Director, advocated for and drove the B Corp certification. In 2023, Natasha was part of the key team that steered the Smith team to and through the brand’s acquisition by Hyatt Hotels, and played a key role in managing the systems integration process once the sale was complete.
Never afraid to challenge herself, Natasha seeks to cultivate resilience and growth through adversity, and is constantly open to learning, more recently acquiring a scholarship place at the London Business School for its Senior Executive programme in 2023. She is able to speak and consult on topics such as delivering operational efficiency with profitable results; navigating corporate acquisitions; nurturing positive company culture through times of transition; and the professional importance of joy.