ABOUT
Natasha Collins is the Founder and CEO of Live Willow Capital, a boutique consulting firm specializing in business strategy, innovation, M&A advisory and project management.
With over 20 years of experience, Natasha began her career at Deloitte—one of the world’s leading professional services firms—where she developed deep expertise in corporate structuring, governance, and advising high-growth businesses.
Over the course of her career, Natasha has supported companies through complex growth journeys, from early-stage development to successful exits. She has been involved in transactions totaling over $600 million, including the $230 million USD acquisition of Beni Oral Nicotine LLC—a U.S.-based company with rights to a portfolio of tobacco-free, synthetic nicotine pouches—by British American Tobacco in 2024, and the $100.5 million USD sale of Poda Holdings' heat-not-burn IP to Altria in 2022.
Natasha has also led multiple private companies through the process of going public, providing strategic guidance on corporate development, capital markets readiness, and regulatory execution. While she is recognized for her deep expertise in the non-combustible nicotine space, her advisory work spans a broad range of industries—including cryptocurrency, artificial intelligence, ketamine-assisted therapy, education, and franchising—bringing a strategic lens and transaction-focused mindset to every engagement.
In addition to her advisory work, Natasha leads an innovation studio that partners with inventors and operators to transform early-stage concepts into patentable, commercially viable intellectual property.