Natalia Herrera / Goma Xantana

Portafolio
Instagram
Tik Tok
LinkedIn

natalia@mottomotto.mx

About

For a decade, I’ve led creative and strategic projects across sectors such as fashion, non-profits, education, and hospitality. I specialize in launching and scaling new brands, and founded my own digital marketing and communications agency. One of my most notable achievements has been launching Universidad de la Libertad, a business-focused university now recognized as the most innovative university in Mexico, where I currently teach. I studied Communication and Filmmaking at Universidad Iberoamericana, and hold diplomas in Digital Marketing from Tecnológico de Monterrey and Negotiation from IPADE Business School. I’m passionate about being deeply involved in the projects I lead—both strategically and creatively.

In parallel, I develop my artistic practice as Goma Xantana, working with performance, AI, and generative art. My exploration of AI has led me to collaborate with brands and artists I admire, and it’s a field I’m genuinely enthusiastic about—one where I’m constantly learning and evolving. My work has been presented at festivals like Mutek, Corona Capital, and Hipnosis.

Being immersed in both the corporate and artistic worlds has shaped a unique professional path—one where I bring business insight into creative spaces, and creative vision into business strategy.

Experience

2025 – Present
Lecturer – Personal Branding for Professional Growth with AI
Universidad de la Libertad
Part of the Bachelor's in Innovation and Business program, focused on AI-powered personal branding strategies.

2023 – Present
Founder and Creative Director
Motto Motto
I decided to scale and co-found Motto Motto—an agency focused on strategic marketing and communication for small and medium-sized businesses.

2015 – Present
Content Creator and Communication Consultant
Freelance
I’ve helped launch brands that have since become leaders in their niche, and I continue as a business partner in several of them.

2023 – 2025
Head of Communications & Marketing
Universidad de la Libertad / Grupo Salinas
A business-focused university that promotes innovation, leadership, and social impact. Just two years after its founding, it was recognized as Mexico’s Most Innovative University. I led the communication strategy for its launch, achieving over 200 enrolled students in its first year and building a digital community of more than 60,000 people.

2018 – 2021
Head of Communication
Kybernus / Grupo Salinas
A social leadership initiative by Grupo Salinas that identifies, supports, and amplifies young leaders across Mexico.

2017 – 2018
Head of Communication
Fundación Tarahumara José A. Llaguno

Nonprofit organization that supports the Rarámuri communities in northern Mexico through programs in education, health, and sustainable development, promoting long-term impact.

2016
Project Manager Team Lead
Telefónica Movistar
Led the execution of a BTL campaign on campus to promote the brand among the student community, increasing visibility and engagement through targeted activations.

2015 - 2016
Videojournalist & Correspondent
Zoomin.TV (Netherlands)
Produced and reported original video stories from Mexico for Zoomin.TV, a Dutch digital media outlet with global reach.

2015
Community Manager
Cultura Colectiva
Mexican digital media platform that reached over 20 million followers across social media. It became a key player in digital storytelling for young Latin American audiences.

Education

2025
Diploma in Negotiation
IPADE Business School

2021
Diploma in Digital Marketing
Tecnológico de Monterrey

2021
Diploma in Digital Communication and Social Media
Tecnológico de Monterrey

2021
Diploma in Art Studies
Universidad Iberoamericana

2013 – 2017
Bachelor’s Degree in Communication and Filmmaking
Universidad Iberoamericana

Software & Tools

Social Media Automation & Data Tools
Meta Business Suite · Meta Ads Manager · Later · Metricool · Mailchimp · Zapier · Zoho · Hootsuite · Shopify · Looker Studio · Google Analytics · Google Ads Manager · TikTok Ads · Make

AI Tools & Generative Media
Runway · Midjourney · Sora · Luma · ChatGPT · Kling · Veo 3

Creative Coding & VJ Software
TouchDesigner · SuperCollider · Resolume Arena

Project & Team Organization
Notion · Slack · Monday

Design & Content Creation
Adobe Creative Suite (Premiere, Photoshop, Illustrator, InDesign, After Effects) · Canva · Figma · Cap Cut

Personal Strengths

Multidisciplinary thinker
Strategic thinking
Proactive problem-solver
Team-oriented leader
Client & people relations