For years, Natalie Mariduena (Natalie Noel) was known as David Dobrik’s assistant.
But now she’s a successful creator of her own and also President of David Dobrik LLC: A company that has their own product lines, owns a restaurant and a fitness nutrition company and also invests in early stage startups.
Her massive success came as no shock to those who know her but for the rest of us it seems like it came out of nowhere.
How did Mariduena go from Assistant to President?
Mariduena was childhood friends with David Dobrik who started to gain a large following on YouTube after high school. So, he moved to LA to pursue his dream of becoming one of the most successful creators in the world.
Mariduena was in college, when David called her to ask her if she could help decorate his new multi-million-dollar home.
It was basically a free vacation to LA to go shopping and hang out with her friend.
She jumped at the opportunity.
While she was there, David asked her to be his assistant.
There were just so many business opportunities, and behind the scenes tasks, that he needed help with. And he knew she would be perfect for the role.
So, she decided to do an internship at David Dobrik LLC, which her advisor actually approved.
She was getting college credit for working for Dobrik.
After the internship was over, she decided to stay in LA.
Mariduena said, “I saw the potential, so I stayed and it was the best decision that I ever made. Back in 2018, it was all about the videos. David had tunnel vision. It was his job. He had to make these videos and supply his audience with content each week.
That was the only thing that he cared to focus on. But there were all these other opportunities, like brand deals and sponsorships and merchandise lines that could make so much money.
I didn’t understand the potential until I saw the numbers and then I was like, ‘Holy cow! We should be focusing on this.’ So, I sort of just stepped into that role because someone needed to do it and nobody else was doing it.”
Her first year with Dobrik, she was strictly behind the scenes. She didn’t appear on camera.
But then David starting putting her in his videos and her following exploded.
It was a heady space for Mariduena because she became an influencer but she was also handling the business for David too.
She said, “At the time, when I was emailing these people, I don’t think they knew that it was the Natalie from the videos. And then we’d get on a Zoom call, or have a meeting, and they’d be like, ‘Wait a minute, you’re thatNatalie.’
Or, I’d meet these executives in person and they’d always think that I was older or a different person entirely. But working with those brands that I grew up on was one of the highlights of my job.”
So, she was essentially juggling two careers: By day, she was David’s assistant and by night she was a creator.
Jason Nash, who worked with Mariduena for years, remembers those days fondly.
He said, “She’d come up with a vlog idea in the morning and then she’d go buy everything and be ready to shoot in a couple of hours. And be great on camera.
I remember this time when David asked for 12 child actors, a tutu outfit for Jonah and he also wanted to blow up a house. And he wanted to get it all done in a day. I told David there was no way she could get it done that quickly. But somehow, she did it!
And she just does everything to the highest level. The parties she organized were amazing. She was the hero of the vlogs and she has an excellent eye for the design of the merch.”
And it paid off because Dobrik was selling millions of dollars of merch every year.
That was his first business but he yearned for more.
When David promoted Mariduena to the President of his company, she devoted herself wholeheartedly to growing the business.
She said, “David always wanted to have a business, like a hotel or a restaurant, where he could walk into; not just an online business. He wanted to create an experience. And he loves food, and pizza, and it all came together in Doughbrik’s Pizza. That was his first project, his first baby, that was 100% his own.”
In addition to Doughbrik’s, Natalie is very involved in their fitness nutrition brand, Xeela Fitness.
The Xeela diet has helped transform her body.
She said, “I’ve been doing the Xeela fitness program and it’s a pretty rigorous diet and exercise program. A lot of us took the pandemic as a time to relax and sit back and enjoy because our lives were so fast paced that we didn’t have time to take care of ourselves.
So, we all ate a lot of good food and put on a little weight. But now we’re working out and eating way healthier.
Xeela is doing great. Whenever they do their drops, they sell out. The marketing is unbeatable. They see these body transformations and they want to do that too and be fit and healthy.”
Xeela and Doughbrik’s Pizza were the first two businesses that David Dobrik LLC created but their entrepreneurial efforts don’t end there.
Mariduena said, “We’ve invested in products and we’ve invested in tech. I have my own investments too. We get presented opportunities all of the time and it’s a matter of figuring out if we think it will be successful.”
I’ll bet no one, including herself, could have imagined she’d be running a multi-million-dollar business, and have her own successful career as a creator, when she decided to become David Dobrik’s assistant.
But there’s a valuable lesson in her story.
Mariduena said, “Seize every opportunity and make the most of it. Because something that might not seem like it could be a major opportunity, likely will be down the line.”