In this episode of How They Scaled It, host Courtney sits down with Natalie Cantave, co-founder of MKTG WMN—a mission-driven community that uplifts women and nonbinary professionals in marketing. From salary data and negotiation support to curated women’s networking and mentorship, MKTG WMN is continuing to scale and create value for its members.
Building the Community They Needed but Couldn’t Find
Natalie Cantave and her co-founder Gabrielle Dalvet didn’t set out to build a business. They set out to build a community—one they wished existed earlier in their careers. The two met at a marketing conference in Boston and stayed in touch, bonding over their shared experiences navigating B2B SaaS roles, gender barriers, and the isolating reality of being one-person marketing teams.
What began as casual peer mentorship evolved into something bigger when, in the isolation of 2020, the duo saw a gap: a space for marketers who weren’t quite at the executive level but still needed mentorship, community, and career resources. Instead of waiting for that space to emerge, they built it themselves—starting small with Slack invites and virtual events.
Finding Product-Market Fit in a Free Slack Group
Their earliest hurdle was doubt: Did anyone else need this kind of space? Turns out, they did. MKTG WMN began gaining traction as they hosted thoughtful virtual events on topics like DEI in marketing, working with designers, and building leadership skills.
By tapping into the challenges they themselves had faced—like underpayment, job insecurity, and a lack of mentorship—they created a judgment-free zone where others could vent, learn, and grow. As Natalie put it, “We became the sounding board we wish we had.”
Turning Community into a Business Without Selling Out
As the group grew to over 1,000 members, operational challenges set in. Slack, event tools, and admin time became costly. Gabrielle and Natalie reached a pivotal moment: stay free and small, or monetize in a way that could support their vision?
They chose the latter—with care. MKTG WMN became an LLC and launched a paid membership model in 2023. They also introduced inclusive pricing and financial assistance, ensuring accessibility remained a pillar. While the transition saw a natural dip in member count, engagement levels actually rose. “We gained momentum with the right people—the ones who truly valued the space,” Natalie explained.
Scaling With Intention, Not Hype
Rather than chasing rapid growth or splashy sponsors, Natalie and Gabrielle made a conscious choice to scale slowly and intentionally. This included building programs based on member feedback (like mentorships during mass layoffs), hosting in-person events that felt like reunions, and crafting newsletters that felt like letters from friends.
They also brought in aligned sponsors like Wistia and Goldcast, both of which supported events like the CMO Supper Club and co-working days that delivered tangible value to members. Natalie emphasized that they seek out sponsors who understand and respect the community’s core values, including DEI, equity, and representation.
Staying Grounded in Their Values
MKTG WMN has remained grounded in authenticity and purpose. Natalie and Gabrielle share personal updates in their newsletters, listen actively to member needs, and have a strict “no BS” policy for community conduct. As Natalie said, “We’re not bullshit people. If you’re an asshole, you don’t get a second chance.”
It’s this consistency in vision and value that has allowed them to not only survive but thrive. The community now spans across the U.S., and their events are known for high-quality conversations and lasting relationships.
Want to hear the full conversation?
Listen to Episode 15 of How They Scaled It on Spotify: https://open.spotify.com/episode/00NzLTTADhdsRMEBcldW4P
If you’re a DTC founder looking to scale smarter, let’s talk. Right Left Agency helps brands like yours harness psychology-driven marketing for real growth. Get in touch today!
To learn more about MKTG WMN, visit Mktgwmn.com.
