X STRATEGY LAB
About Us – X Strategy Lab
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At X Strategy Lab, we design marketing strategies that are results-driven and guided by creativity. Founded in 2017 by Maria del Mar Motta, our mission is simple: transform brand potential into measurable growth. We believe that every client has a unique need — but the goal is always the same: to build an engaged audience that drives revenue. We help inspiring organizations tell better stories — and most importantly, we help them understand how to tell their own story, so the world can truly feel their impact and understand their product or service. Because when your story resonates, your audience responds.
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From digital marketing and social media to strategic partnerships and public relations, we align your company’s goals with the right tools, channels, and messages. We collaborate with a broad network of trusted, specialized suppliers to deliver solutions tailored for short-term results, medium-term growth, and long-term sustainability.
With a background that bridges traditional media (TV, press) and digital innovation (data, technology, loyalty), Maria brings a 360° vision to every project. Her approach is clear: understand the challenge, identify opportunities, and deliver actionable and realistic strategies — always respecting your budget and brand identity.
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At X Strategy Lab, we don’t offer one-size-fits-all solutions. We co-create smart, flexible strategies as unique as the clients we serve.
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About the Founder
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Maria del Mar Motta is a multidisciplinary strategic consultant, creative director, and entrepreneur with over 20 years of international experience. As the founder of X Strategy Lab, Maria has led award-winning projects that combine business strategy, event logistics, digital transformation, and community engagement. Known for turning complexity into action, she has become a trusted advisor to organizations across industrial, media, nonprofit, travel, cultural, and technology sectors.
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In addition to running her own consultancy, Maria is also a permanent senior marketing strategist at ACM Canada. She is known for designing tailored lead generation funnels, planning complex activations — both live and digital — and guiding clients through high-stakes campaigns. At ACM, she leads strategic creative planning for each client, aligning business needs with digital and experiential marketing channels to drive acquisition and measurable results. She assembles the right teams and oversees campaign execution with rigor and flexibility.
A speaker and mentor, Maria is regularly invited to share her vision of communication strategy, innovation, and leadership in schools and conferences in Colombia, Canada, and Italy. She also serves on advisory boards such as Montréal, arts interculturels (MAI) and the Priory School Foundation, where she continues to support community development and education.
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Passionate about systems, storytelling, and the power of human connection, Maria approaches each project with empathy, precision, and deep curiosity for people and ideas. Her vision at X Strategy Lab is to co-create with bold minds, generate meaningful impact, and bring clarity to organizations that want to grow with purpose.
Maria began her career in media as a national anchor in Canada, while contributing to major Colombian publications. At age 20, she had already created, written, directed, and produced 13 television programs in partnership with the Société de transport de Montréal and Nuevo Mundo Television. This solid foundation in storytelling and content led her to executive roles at renowned institutions such as MétéoMédia – The Weather Network, Agence France-Presse, Le Devoir, and Carat Media, where she led multiplatform campaigns, brand partnerships, and large-scale event productions.
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Born in Colombia and based in Montreal, Maria leverages her multicultural background and fluency in four languages (French, English, Spanish, and Italian) in a career spanning Canada, Latin America, and Europe. She holds a Mini-MBA from McGill University, a Master’s in Communications Marketing from HEC Montréal, and a Bachelor’s in Communications and Journalism from Universidad Javeriana. She also completed a certificate in Brand Management from the University of London, deepening her expertise in strategic alignment and brand identity.
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Whether designing a digital campaign, organizing an event, or advising on public-private partnerships, Maria del Mar Motta brings strategy, creativity, and heart to every mission.