THE TEAM

Natalie is the Founder and CEO of the Joy Factory.  Barandes has been at the forefront of developing and directing television, as well as creating innovative content for emerging tech platforms in Health and Wellness.

Natalie created and directed the successful music docu-profile anthology series MIXTAPE for AXS TV, featuring legendary rock stars such as Don Felder of the Eagles, Don McLean, Mick Jones of Foreigner, REO Speedwagon, Robby Krieger of the Doors and Todd Rundgren among others. 

Through the years Natalie created many successful series for television networks including Comedy’ Central, SONY International Television, USA Network and SyFy and the NFL Network.

Natalie was Head of Content for one of United Health Care Ventures most successful healthcare products REAL APPEAL, a weight loss, health and wellness program. Natalie helped this venture launch, grow and was sold for 100MM. 

Most recently Natalie is a partner in the startup FULLFILL, a breakthrough innovative health and wellness platform that is positioned for exponential growth in the coming months. 

 Natalie built the successful in-house production company for BEACHBODY as the Head of Production. Her leadership and vision guided the campaigns and product developments for many products including SHAKEOLOGY, a multimillion dollar success.

As a native New Yorker, Barandes got her start in the industry, advertising Broadway shows, producing commercials for major advertising agencies and having fun working at the IMPROV comedy club.

Dena is the Co-Founder and President of the Joy Factory.

In 2019, Joy Factory produced and launched the successful music docu-profile anthology series called MIXTAPE on AXS TV, featuring rock legends such as Don Felder of the Eagles, Don McLean, Mick Jones of Foreigner, Robby Krieger of the Doors & many more.  Dena set up partnerships with GIBSON GUITARS and SPOTIFY where the show is streamed as a PODCAST with a curated extensive playlist from the telecast.

Dena spent most of her career as a Chief Marketing Officer & Creative Innovator for top entertainment and sports media brands, such as NFL NETWORK, NFL REDZONE, SONY PICTURES TELEVISION, and DISCOVERY NETWORKS.   

Kaplan is a proud recipient of numerous Emmy, Clio, Cannes Lion, award winning campaigns.  Honored as a “WONDER WOMAN OF CABLE” by Multi-Channel News and Women in Cable Telecommunications and nominated as a “WOMAN TO WATCH” by The Hollywood Reporter.

Ms. Kaplan received her BA and Masters of Education degrees from Boston University