Meet the team
We’re a small and focused team with big aspirations for Auckland’s city centre. Find out more about each of us and what we bring to Heart of the City.
Viv Beck - Chief Executive
Viv leads Heart of the City, which champions a successful city centre economy with a vibrant and thriving heart.
Natalie Back - Head of Marketing
Natalie leads marketing at Heart of the City, and is passionate about creating bold, imaginative campaigns that showcase the energy, diversity, and character of Auckland’s city centre. She loves helping people discover everything on offer—from lively events and cultural experiences to hidden gems, fabulous shopping, and a world-class hospitality scene. With the success of city centre businesses at the heart of her approach, Natalie is committed to driving engagement, building connection, and making the heart of Auckland a place people don’t just visit—but fall in love with.
Carlota Casasampere - Social / Digital Content Executive
Carlota is our Social / Digital Content Executive, the creative force behind our social media presence. She’s constantly tuned into the rhythm of the city centre—capturing its energy, stories, and standout moments to share across our digital channels. From showcasing local businesses and events to engaging our audiences with fresh, vibrant content, Carlota helps bring the city to life online.
Carlota loves the city centre’s energy—it’s stylish, fast-paced, and full of character. Whether it’s discovering a new café or capturing a moment in the heart of a crowd, there’s always something fresh to share.
Edward Caughey - Head of Customer Experience
Edward leads our work in member/business and stakeholder engagement, and delivery of events, advocacy, communications and other services to our members.
His role is all about connecting with our business community, striving for their needs to be met and making sure the city centre is a thriving place to do business.
Edward loves the energy of the city centre - its diversity, creativity, and the constant buzz of people and ideas coming together.
Mitchell Estrop - Membership and City Management Specialist
Mitchell helps support Auckland’s city centre as a vibrant and safe environment for its businesses and visitors. As the key point of contact for Heart of the City members, Mitchell is constantly engaged with city centre businesses and assisting them to operate successfully in the heart of the city.
Experiencing the thrill of live music is Mitchell’s favourite thing to do in the city centre. He’s got eclectic taste and listens to everything from Dolly Parton to Arctic Monkeys. So, when he’s not working ‘9 to 5’, you can find him in one of the city centre’s live music venues where you can “bet he’s looking good on the dancefloor.”
Fiona Murphy - Digital Marketing Specialist
Fiona is our Digital Executive, one of our eyes and ears of the city centre, seeking out news and events to share with our audiences across our digital channels and in our weekly newsletters. She helps run our digital ad activity and campaigns and contributes to projects and content for heartofthecity.co.nz. Fiona loves that there’s always somewhere new to discover in the city centre. It’s an ever-evolving space that’s always offering up something innovative, stylish and different for its ever-evolving audience.
Kate Powell - Communications & Publicity Specialist
Kate helps spread the word about important city centre news and developments. She works to keep our members, city stakeholders and wider public ahead of the curve via hotcity.co.nz, social media and newsletters. Highlighting how city-centre businesses and their people are at the forefront of the changing city is at the heart of everything Kate does.
She loves exploring the city centre on foot and discovering previously hidden gems. As someone with an eclectic taste in food, fashion, art and culture, Kate is invigorated by the breadth of what is on offer in the heart of the city- there is always something to match her mood.
Anna Stadniczenko - Marketing Lead
Anna works with the team to bring the city centre to life through campaigns, content and digital storytelling. Together, they showcase the best of our dining, retail, arts and events, while supporting members and strengthening the heart of the city brand.
She loves the energy of the city centre – from discovering new places to eat, to the buzz of festivals and events. For her, the magic is in the mix...rooftop bars serving cocktails with a view, hidden cafés for a quick refuel and shops tucked into every corner of the streets
Jessie Vlasich - Office & Operations Coordinator
Jessie Vlasich is the Office and Operations Coordinator at Heart of the City, where she plays a key role in keeping both the office and operations running smoothly. She’s responsible for managing daily logistics, supporting team-wide initiatives, and initiating innovation and system improvements to ensure everything stays organised and efficient.
One of Jessie’s favourite parts of working in the city centre is discovering hidden matcha spots and being steps away from some of the best restaurants in town. She loves strolling along Queen Street on sunny days, soaking in the lively atmosphere and vibrant energy of the area.
