Natalie Mulford

Natalie Mulford - Marketer

Richmond, CA, USA

Marketing and publicity professional with 15+ years of experience connecting authors with audiences, so that great projects take flight!

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Overview

For over fifteen years I’ve been helping authors get traction and build an audience for their books. I have planned and executed publicity and marketing campaigns for the New York Times-bestselling books Chasing Light: Michelle Obama Through the Lens of a White House Photographer, Rad Women Worldwide, and What Color Is Your Parachute?, among many others. 

My experience crafting thoughtful and effective promotional campaigns for top authors puts me in a unique position to help you build your audience and maximize sales. I have developed marketing and publicity campaigns for Ten Speed Press/Penguin Random House, Heyday, and a number of arts organizations in the San Francisco Bay Area. 

I am a member of the San Francisco Bay Area Women’s Poetry Salon and have work both published and forthcoming. I look forward to helping your project take flight!
Non-Fiction
Biographies & Memoirs
Career Guides
Design
DIY & Crafts
Home & Garden
Nature
Photography
Self-Help & Self-Improvement

Certifications

  • Master's in Education, Lesley University, Cambridge, MA

Work experience

Owner and Principal Consultant

Self-employed
February, 2019 – Present (over 2 years)

Creative and effecting marketing, publicity, and events for authors and publishers. Over 15 years experience as a marketer and publicist for literary and arts organizations. Clients include Chronicle Books, California Film Institute, Center for Asian American Media, and many others.

Senior Marketing and Publicity Manager

Penguin Random House/Ten Speed Press
July, 2013 – February, 2019 (over 5 years)

Publicity and marketing strategy for art/photography, women’s empowerment, and design titles, including national media outreach, event planning, and strategic partnerships. Collaborated with the Penguin Random House team and authors to create data-driven and effective marketing campaigns, including social media strategy and ad campaigns.

Marketing and Publicity Director

Heyday Books
November, 2010 – June, 2013 (over 2 years)

Directed all marketing and publicity efforts for non-profit arts organization, including securing coverage in major local and national press, creating marketing copy, press materials, and:
- Increasing sales growth with decreased staff
- Launching e-book line
- Increasing social media presence
- Managing website and creating web content, including launch after redesign
- Producing and managing print catalog and all marketing materials

Projects

The Atlas of Beauty: Women of the World in 500 Portraits

Based on the author's online photography project, this stunning collection features portraits of 500 women from more than 50 countries, accompanied by revelatory captions that capture their personal stories.

Publicity
Garnered coverage on NPR, Glamour, Elle, Family Circle, New York Magazine, Forbes, Bust, Cosmopolitan, and many more.

Marketing
Created postcard for promotion through the ALA—American Library Association. Created graphics to promote her events at the NYPL, Rag and Bone, and Rizzoli in New York. Ran Facebook ads and promoted posts for events. Influencer campaign with letter from the author. Giveaways with beauty bloggers.

Rad Women Worldwide: Artists and Athletes, Pirates and Punks, and Other Revolutionaries Who Shaped History

Educational and inspirational, this gift-worthy New York Times bestseller from the authors of Rad American Women A-Z, is a bold, illustrated collection of 40 biographical profiles showcasing extraordinary women from across the globe.

Publicity
Reviewed in Publisher’s Weekly, Kirkus, School Library Journal, featured in print in Elle, and online at outlets like Bustle, CityLab, Yes! Magazine, and The Advocate. I set up interviews for the authors on NPR, WBEZ, Inflection Point, and on local TV and radio as part of their 5-city book tour. This book was featured on many best-of-the-year lists, and was a New York Times Bestseller.

Marketing
Poster and postcard for use at ALA convention and for promotion through middle schools and libraries. Bookmarks for librarians to give away to promote the book. Sell sheet for retail use. Tour graphic for use on social media. Postcard for influencer mailing. Amazon A+ content. Mini pins for giveaways at events.

Chasing Light: Michelle Obama Through the Lens of a White House Photographer

A collection of striking and intimate photographs of Michelle Obama—many never before seen—coupled with personal reflections and behind-the-scenes stories from Official White House Photographer Amanda Lucidon, presented in a deluxe format.

Publicity
I garnered coverage for the 10-city book tour in all mediums (TV, radio, print, and online) including local NPR, morning TV, and daily papers in Philadelphia, Chicago, and Washington DC. I also placed book coverage at National Geographic, Glamour, Vogue, W Magazine, among many others. This book was a New York Times Bestseller.

Marketing
I created a bookmark to be used as a promotional tool throughout her book tour to libraries, schools, and bookstores. Created co-promotion with national organizations She's the First and Turnaround Arts.

Dungeons & Dragons Art & Arcana: A Visual History

Witwer, Michael, Newman, Kyle, Peterson, Jon, Witwer, Sam, Manganiello, Joe

House Industries: The Process Is the Inspiration

House Industries, Cruz, Andy, Roat, Rich, Barber, Ken, Abrams, J.J.

Natalie has 3 reviews

Professionalism
Professionalism
Quality
Quality
Value
Value
Communication & Punctuality
Communication & Punctuality

Lisa Iversen
I remain grateful for the opportunity to work with Natalie on a book project about facing the role of whiteness in family and lineage. These are difficult times for book marketing, it seems, during this era of COVID, and an election season that has both consumed attention and drained energy. I've especially appreciated the ways in which she has not shied away from facing these difficult eleme...
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Lisa Iversen, December 2020


Octavia Goredema
Natalie is fantastic to work with. She provided thoughtful and incisive counsel on strategy and next steps.

Octavia Goredema, October 2020

Natalie Mulford
Thank you, Octavia! You were wonderful to work with, too. Your project is super exciting. Looking forward to hopefully working together in the future!

Reply from Natalie Mulford


Vangeline Gand
Nathalie was fantastic to work with! I highly recommend her to prospective authors. I was very happy with our collaboration. Vangeline

Vangeline Gand, October 2020

Natalie Mulford
Thanks so much, Vangeline! I enjoyed working together and the Butoh project was fascinating. I hope all went well this fall with the book launch. Best wishes!

Reply from Natalie Mulford

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