AEC Marketing for Principals
AEC Marketing for Principals is the go-to podcast for leaders in the commercial real estate, architecture, engineering, and construction industries who are passionate about advancing their firms through strategic marketing. Brought to you by Smartegies, the leading growth consulting firm for the built environment, this podcast dives deep into the unique challenges and opportunities faced by principals and senior leaders.
AEC Marketing for Principals
Building a Business, Brand, and Culture with Natalia Castro
Great firms aren’t just built on great design; they thrive through smart operations, strong culture, and client-focused strategy.
Natalia Castro, COO of Saltz Michelson Architects, shares her unconventional path from crime analysis to leading operations in a 50-year-old legacy architecture firm. She explains how prioritizing internal culture directly impacts client satisfaction, why listening is an underrated business advantage, and how strategic thinking can open new market opportunities like aviation. From adapting to AI to navigating generational mentorship, Natalia offers practical and inspiring insights for firm leaders.
Her perspective blends honoring the legacy of a firm while embracing innovation, proving that operational excellence is just as critical as design expertise in creating long-term growth.
Topics discussed in this episode:
- AEC marketing
- COO Leadership
- Aviation Market Strategy
- Service-driven industry
- Legacy Architecture
Connect with Natalia Castro, COO | Business Operator at Saltz Michelson Architects:
Website- https://www.saltzmichelson.com/
Connect with Katie: https://smartegies.com/
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