What does it take to drive growth in fast-moving companies?
For Natalie Shpiegel, it starts with learning to adapt.
She was born in Israel and spent much of her childhood moving every two years. Her father worked for Motorola and the family moved often. She lived in Toulouse, France. Scottsdale, Arizona. Austin, Texas. Seoul, South Korea. Beijing, China.
She moved back to Israel when she was 14.
These early years shaped her view of the world. And how she leads.
“When you change countries so often as a child, you quickly learn to read a room,” says Shpiegel. “You first learn to listen. You learn to adapt.”
Today she is the sales and marketing manager at RIGID Industries. Her career includes brand marketing, operations and large-scale program management. But the common thread is simple: growth through intelligent implementation.
Early life and global perspective
Shpiegel describes her childhood as exciting and grounding at the same time.
Every move meant a new school. A new language. A new culture.
“You don’t feel comfortable for long,” she says. “You quickly figure out how to build relationships. That’s a skill I still use every day.”
After returning to Israel as a teenager, she completed high school at Maagan Michael. She later earned a BA in Economics and Business Management from Tel Aviv University.
She knew she wanted to work in business. But she also wanted reach.
This desire led her to Northwestern University’s Kellogg School of Management, where she earned her MBA.
“Kellogg helped me think bigger,” she says. “It made me combine strategy with execution.”
Started in brand marketing at Miller Coors
Shpiegel began her career at Miller Coors, now Molson Coors.
She worked as a marketing manager for the Blue Moon brand. She later became a project manager for Saint Archer Gold.
Brand marketing gave her a strong foundation.
She learned how products are positioned. How campaigns are structured. How teams align towards growth goals.
“Blue Moon was about protecting and growing an established brand,” she says. “Saint Archer Gold was different. It was about building something new and figuring out how it fit the product market.”
She saw both sides of the equation. Defend the core. Test the edge.
This mixture would determine her career.
Starting operations at Redfin
After brand marketing, Shpiegel moved into program management at Redfin.
It was a big change.
Instead of focusing on brand messaging and campaigns, she managed systems, teams and cross-functional projects.
She became a program manager and later a program management manager.
“Real estate is complex,” she says. “You’re dealing with agents, customers, technology and local markets all at the same time.”
At Redfin she worked on scaling processes. Improving coordination. Promote consistency across regions.
Here, her ability to “learn new industries quickly,” as she calls it, became a strength.
“I like going into an industry that I don’t know well,” she says. “You ask better questions when you’re not stuck in old assumptions.”
Market activities at Carvana
Shpiegel later joined Carvana as an associate director, focusing on Market Operations, Carvana’s last-mile division.
Carvana works quickly. It combines logistics, customer experience and digital platforms.
Her role required both strategic thinking and practical problem solving.
“The last mile is where the brand promise meets reality,” she says. “If the car is late or the experience doesn’t feel good, nothing else matters.”
She worked on execution at the market level. Team alignment. Operational improvements.
During this phase, she deepened her understanding of turnaround environments and rapidly scaling models.
“High-growth companies are chaotic,” she says. “You can’t wait for perfect conditions. You build structure as you move.”
Head of Sales and Marketing at RIGID Industries
Today, Shpiegel is director of sales and marketing at RIGID Industries.
The role combines everything she has done before. Brand. Operations. Growth. Cross-functional leadership.
She leads teams focused on growth strategy, brand development and customer retention.
“Sales and marketing cannot operate in isolation,” she says. “You have to move like a locomotive.”
Your approach is practical.
She focuses on clear goals. Clean execution. Feedback loops.
“RIGID required a deep dive into what made the brand what it was and what it lost along the way,” she says. “We had to redefine the brand mission and build it on the core principles.”
Leadership style: adaptability and reach
In every role, Shpiegel emphasizes adaptability.
Your career moves show a pattern. Marketing for the company. From established brands to scaling companies. From one industry to another.
She calls it a “holistic background.”
“I never wanted to be pushed into a rut,” she says. “Understanding the entire system makes you a better leader.”
Colleagues describe her as calm under pressure. Structured in chaos. Learn conveniently and quickly.
This mindset goes back to her childhood.
“If you have changed countries six times before graduating from high school, change doesn’t scare you,” she says.
Life outside the office
Outside of work, Shpiegel remains active.
She skis and snowboards. She travels as often as she can.
She also describes herself as a foodie.
“Food is one of the best ways to understand a culture,” she says. “I’ve been moving my whole life. That curiosity has never faded.”
She is a mother of three and says family remains the focus.
“No matter how busy work is, family keeps you grounded,” she says.
What Natalie Shpiegel’s career shows about modern leadership
Shpiegel’s career reflects a broader trend in business.
Today, leaders are not defined by a role. They are defined by the area.
You move between marketing and operations. Between strategy and implementation. Between industries.
You scale systems. They close gaps. You build alignment.
“Ultimately it’s about the effect,” says Shpiegel. “Are you helping the company grow? Are you building something that lasts?”
From global childhood to the boardroom, her path was not linear.
But it was consistent.
Adapt quickly. Learn quickly. Build scalable systems.
And keep it up.
