Meet Natalia Oglu, Our New Head of Marketing for our APAC region.

Natalia joined us in 2020 after a system move from Coca-Cola, she’s played a key role in growing the Costa brand across the Middle East, bringing a unique combination of strategic vision, creativity, and passion for innovation. Her ability to see the big picture, push boundaries, and her childhood dream of being a superhero are just a few of the qualities that have shaped her career so far. Read on to find out more.

Getting to Know You

What’s your name and current role?

Natalia Oglu, Head of Growth MENA, promoted to Head of Marketing APAC

How long have you been with Costa Coffee?

Since March 2020

What’s your favourite Costa Drink?

Americano

What was your first job?

After graduating university in 2002, I joined Kraft Foods Bulgaria as Assistant Brand Manager on their market leader coffee brand called Nova Brasilia. So my first job was in coffee 😊

As a child, what was your dream job?

I wanted to be a hero.

About Your Career

What attracted you to Costa?

When Costa Coffee was acquired in 2019, I was with The Coca-Cola Company I vividly remember the excitement and optimism surrounding the business. There was a strong belief in its potential for growth. I wanted to be part of the team that brought that vision to life and played a role in Costa’s success. That sense of purpose still drives me today.

What did you know about Costa before you joined?

That it was a popular UK coffee shop chain with great potential.

What’s the best career decision you’ve ever made?

The best decisions for my career were those where I stepped out of my comfort zone – being in new situations/environments forced me to learn and grow, and I have become a better professional and a better person for it.

What do you think is your greatest strength?

I am being told it’s end-to-end holistic thinking, being able to work with a mix of strategic and operational issues. But personally, I think it is just being able to get things done.

What do you think are the secrets behind getting to where you’ve got to?

I think that being able to find a company whose culture and values align to yours, and where your strengths are needed and appreciated, is probably the best tip for moving forward in your career. After that comes raising your hand/stepping up when the situation demands, and if you are lucky, as I have been, to also have great line managers, then there is no limit to how far one can go 😊

What is one thing that surprised you about working for Costa? / How did you get into your current role?

When I joined, I was surprised about how enthusiastic everyone in the Dubai office is about the Costa brand, about making business grow and succeed. The love my colleagues in the Middle East have for Costa goes way beyond the standard employer-employee relationship. Hats off to the people who built that culture!

What advice would you give your younger self?

Buy Bitcoin 😊 Jokes aside, I would advise my younger self to learn the art of letting go sooner. I’ve always had a strong drive to make things work, often at the expense of my own well-being. Understanding when to pivot or step away isn’t giving up – it’s making space for better opportunities and a healthier mindset.

How did you get into your business area?

I had a wonderful Marketing professor in college. I found the subjects we were covering fascinating, and I knew that’s what I wanted to do for a living after about a couple weeks.

What accomplishment are you most proud of?

The meaningful connections I have made along the way.

What part of Costa’s ambition to inspire the world to love great coffee excites you the most?

What excites me most is Costa’s commitment to consistently delivering great coffee across every platform. This vision doesn’t just set high standards for coffee – it challenges every member of the organization to strive for excellence. Great coffee doesn’t happen by cutting corners, and neither does professional greatness. I find this shared pursuit of excellence both noble and deeply motivating.

What’s the most important risk you’ve ever taken and why?

When I left home (small town in Moldova) at 16 to go to the US on an exchange program. I think I can pinpoint that moment as the start of every important event in my life.

What motivates you?

Adding value, leaving every situation, role, and person better than I have found it/them.

What skills outside of work do you think help you in work?

Curiosity. I read a lot and know many things that are kind of irrelevant. I often find myself in a rabbit hole in the middle of the night researching the most random thing, like plate tectonics or the history of some political conflict in a country I have never been to.

What are you currently excited about in your job?

I’m excited about crafting and executing a robust marketing plan that will elevate Costa’s brand equity in China to new heights. At the same time, I’m focused on driving the growth of our Retail business to meet the ambitious targets we’ve set. It’s a dynamic challenge that combines strategic thinking, creativity, and a relentless pursuit of excellence—a journey I find incredibly rewarding.

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