Natalie Mehra: Moms Building the Creator Economy
A mom & founder who has spent her career working with creators and brands, now building her own social media and content production company.
Welcome to Moms Building the Creator Economy — where we spotlight the powerhouse moms not just in the creator economy, but building it. From behind-the-scenes innovators to founders of the tools, platforms, and services creators rely on, we’re sharing the stories of the women reshaping this space for good.
This week: Natalie Mehra -Natalie is the co-founder of ChannelFore and mom to three young kids (2.5, 1.5, 2 months). Natalie began her career on the Nordstrom account at LTK; managing collaborations with brands and bloggers. She then joined the early marketing team at Bumble, where she started the city ambassador program; and expanded it across the US, Canada, Mexico, Europe, and Australia. Natalie spent the next 4 years working with over 40 brands, including goPuff, Vistaprint, Over the Moon, building ambassador programs and influencer networks, before joining forces with ex-Bumble coworker, Tareen Alam, to launch ChannelFore.
Tell me about your company and why you started it.
My business partner, Tareen, had just had her first child and was not quite finding meaning in her 9-5. I was newly pregnant with my first child and consulting with clients, helping build ambassador programs. Tareen’s background is in social media and content marketing. At the dawn of TikTok, YouTube Shorts, and Reels, we both saw an increased demand for short-form video content. Brands were either using ambassadors to generate UGC, which proved to be a headache to manage, or shelling out $$$ for influencer content that may or may not land. We saw an opportunity to provide brands with a steady stream of video content for their feeds. Today, ChannelFore has expanded into a full-service social media management and content production agency. ChannelFore will celebrate its third birthday this week! p.s. I have somehow had 3 children since inception…
What challenges do you see mom creators facing right now — and how does your work help solve or ease them?
There are a lot of mom creators in the economy currently, which increases competition, but I know there is enough to go around. The way that ChannelFore works with creators is a bit untraditional. We pride ourselves in working with “real people”; hobbyists, enthusiasts, and aspiring influencers. We provide consistent, paid content creation opportunities for creators to be able to build a portfolio of branded video work. We take the legwork out, where busy moms are not having to reach out to brands, pitch themselves, negotiate, etc. We simply cast creators right into campaigns with our exciting portfolio of clients.
How has being a mom shaped the way you show up in the creator economy or serve creators?
We know how busy moms are. So, we try to keep it simple at ChannelFore. No hard-to-read contracts, unrealistic deadlines, reshoots, etc. Our only “rule” is if you say you are going to do it, do it. If you cannot, just let us know ahead of time. We understand that people have crazy lives, and working with us should be FUN!
What’s one piece of advice you’d give to a mom creator based on your area of expertise?
Be real. Be relatable. As a mom who is trying to constantly do it all, I know that I am not doing it all well. Speaking for myself, I want to see other moms at their highs and lows because that is life. Watching someone's perfect life just makes us feel worse about those moments where we miss the mark. Celebrate your wins and losses. You will attract a supportive community where people will keep coming back for more.
Can you share a moment or win that made you think, “This is why I do what I do”?
When my two-year-old son clearly understands without question that “mommy is going to work” and that “mommy came home from work”. It makes me proud that my children see that “mommy” and “work” can live together in the same sentence.
What’s one misconception you wish more people understood about moms working in the creator economy?
That it is not a “job”. Just because you might not put on a suit and go into the office. You are BUSY and generating income that helps support your family.
