Today we’d like to introduce you to Natalia Payton.
Hi Natalia, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I grew up in Plano, Texas, long before it became what it is today. After graduating from college in Colorado, I completed internships with Fox Sports and Altitude Sports & Entertainment before landing my first full-time position with the Denver Nuggets. It was my first taste of professional sports and live events, and I quickly realized I loved the energy of bringing big ideas to life.
That passion eventually took me to Los Angeles, where I joined Anschutz Entertainment Group (AEG) as a Marketing Manager. During my time there, I had the opportunity to work on projects ranging from the Los Angeles Food & Wine Festival and the LA Film Festival to the Amgen Tour of California, Oscar De La Hoya’s Fight Night Club, LA Kings promotions, and movie premieres. Every project was different, and each one taught me something new about marketing, storytelling, and creating experiences that people genuinely remember.
Eventually, I realized I wanted to take everything I’d learned and apply it closer to home. I returned to Texas and founded North Texas Marketing & Events, where I now partner with businesses across a wide range of industries to help them reach their goals through strategic marketing, branding, websites, digital advertising, and events.
Along the way, I also launched Ratrodtober, an event that started with a simple idea and has grown into one of the largest automotive festivals in North Texas. Seeing it evolve over the years has been incredibly rewarding, but what I enjoy most is creating something that people look forward to year after year.
Looking back, every chapter of my career has built on the last. Whether I’m developing a marketing strategy, producing an event, or helping a client bring an idea to life, I’ve found that I enjoy building things that make an impact and helping people turn their vision into reality.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I don’t think entrepreneurship is ever a smooth road. From the outside, people usually see the wins, but they don’t see the uncertainty that comes with building something from the ground up.
There have been plenty of moments where I’ve questioned whether an idea would work, whether I’d land the next client, whether an event would come together the way I envisioned, or whether taking another leap was the right decision. Fear and self-doubt have a way of creeping in, especially when the outcome depends largely on you.
Over time, I’ve learned that confidence isn’t the absence of fear. It’s taking the next step anyway. Every challenge has taught me something, whether it’s how to communicate better, make smarter business decisions, or simply trust my instincts. Some of my biggest opportunities have come after moments when it would have been easier to play it safe.
I don’t chase certainty anymore because it doesn’t really exist. I focus on making the best decision I can with the information I have, then committing to it fully. I’ve also learned to enjoy solving the next problem instead of worrying about the finish line. Every client, every event, and every new challenge pushes me to think differently, and that’s one of the things I love most about what I do.
Appreciate you sharing that. What else should we know about what you do?
I own North Texas Marketing & Events, where I help businesses grow through marketing, websites, branding, digital advertising, and events. Over the years, I’ve had the opportunity to work with entrepreneurs, artists, small businesses, corporations, nonprofits, and government organizations. They’re all different, but my approach has always been the same. I want to understand the people behind the business, what they’re trying to accomplish, and how I can help them get there.
The work is important, but what matters most to me is the relationship. I want my clients to know they can pick up the phone, bounce around an idea, or call when they’re facing a challenge. I ask a lot of questions because the better I understand their business, the better advice I can give. My goal has never been to simply deliver a website or a marketing campaign. It’s to become someone they trust.
Data and analytics are valuable tools, and I use them to make informed decisions. But data is only part of the equation. Experience matters too. Intuition is built over time by working with different industries, solving different problems, and seeing what works and what doesn’t. Sometimes the numbers point you in one direction, but experience tells you to dig a little deeper or take a different approach. That’s where the human element comes in.
As AI becomes a bigger part of everyday life, I think that human element becomes even more important. Technology can make us more efficient, but it can’t replace relationships, trust, or experience. People still want someone they can call, bounce ideas off of, and trust to be honest with them. At the end of the day, people do business with people.
What I’m most proud of is the relationships I’ve built over the years. Many of my clients have been with me for a long time, and I don’t take that for granted. Every business owner, executive, artist, or organization I work with has taught me something, and those experiences have shaped how I approach every new client. When someone trusts my advice enough to call before making an important decision, that’s one of the biggest compliments I can receive.
I don’t think what sets me apart is that I can build a website or run a marketing campaign. A lot of people can do that. What sets me apart is that I care, I stay involved, and I bring decades of experience to the table. I want my clients to feel like they have a partner they can trust to tell them the truth, help them solve problems, and celebrate their wins.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
If I could give one piece of advice, it would be to keep moving forward, even when you’re scared. There will be setbacks. Things won’t go according to plan. Ideas you were convinced would work will fall flat, and sometimes the ones you’re unsure about end up changing everything. That’s just part of the process.
Don’t be afraid of failure. It’s inevitable, and honestly, it’s usually not as bad as we make it out to be. Every mistake teaches you something if you’re willing to pay attention. Learn to pivot, be flexible, and don’t let one bad day convince you to give up on a good idea.
I’d also say to trust yourself. Your biggest barrier usually isn’t your competition, the economy, or a lack of resources. It’s your own mindset. If you spend all your time waiting until you feel ready or until everything is perfect, you’ll be waiting forever. Do it scared. Be comfortable being uncomfortable, because that’s where growth happens.
Finally, surround yourself with people who believe in you but will also tell you the truth. Having a good support system makes all the difference. Entrepreneurship isn’t for the faint of heart, but if you’re willing to keep learning, adapt when things don’t go as planned, and keep showing up, it’s one of the most rewarding journeys you can take.
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