Facing the Giants: Natasha del Barrio on Cultivating Joy

By Dr. Kimberly Selber

I first met Natasha del Barrio more than 15 years ago when she was finishing her MBA at UT Pan American (now UTRGV) and working in the marketing office of Bert Ogden Auto Group. Recently, she was named one of the Top 100 Leading Women in the North American Auto Industry—a prestigious honor awarded only once every five years. She is the first person from the Rio Grande Valley to earn this distinction, joining the ranks of industry leaders such as Mary Barra, the CEO of General Motors. Natasha, now CEO of Bert Ogden Auto Group, confidently holds her own at the summit of a traditionally male-dominated field, steering a multimillion-dollar enterprise with a blend of grace, authenticity, and resilience uniquely her own. We sat down to talk about her journey—the personal milestones, tough lessons, and defining moments that shaped her into the leader she is today.

During our recent conversation, Natasha revealed layers of herself she doesn’t share easily. While her professional ascent is impressive, it pales in comparison to the personal strength she exhibits daily. Natasha’s childhood was not one of ease. Born into circumstances marked by emotional upheaval and trauma, she quickly learned the skills of survival, far earlier than any child should have to. She candidly shared, “I grew up way too fast. As a child, I didn’t even know how to laugh.” Yet today, Natasha’s laugh, vibrant and infectious, rings out frequently. “I’m a total goofball,” she admits, with a wide smile.

Reflecting on her past, Natasha spoke about how early misconceptions helped shape her resilience. As a child facing traumatic circumstances beyond her control, she developed imaginative coping mechanisms—like envisioning “giants in the clouds” to make sense of her painful reality. “The giants,” she explained, “controlled everything,” allowing her to distance herself from the hurt by pretending it wasn’t real. While that strategy eventually faded, it instilled in her a deep appreciation for facing challenges head-on. “Clear conversations, even when hard, are essential,” she said—a principle that now defines her leadership style.

Natasha’s leadership style isn’t rooted in corporate clichés; it’s deeply personal and profoundly empathetic. Natasha doesn’t see herself as a “boss.” She dislikes the word, explaining instead that she aspires to inspire rather than dictate. “I never responded to ‘because I said so,’” she confessed. “It’s funny how sometimes the things that we get in trouble for as kids are exactly the things that serve us well in leadership positions as adults. I want to share a vision and have everyone excited to chase it together.”

It’s this approach—valuing genuine connection and transparency—that sets her apart. Natasha believes wholeheartedly in communicating clearly and compassionately, echoing Brené Brown’s wisdom that “clear is kind, unclear is unkind.” This ethos shapes her daily interactions, especially when navigating tough conversations. Her style isn’t just effective; it’s transformative, as evidenced by employees who have come from bigger markets and found themselves stunned by the genuine care Natasha extends. “I’ve had to work with team members who initially struggled with our approach,” she explained, “but they soon realize they’re valued as individuals and not just numbers.”

One of Natasha’s greatest strengths is her remarkable ability as a communicator and writer. But as a young girl, she detested reading, she shared. “By the time I graduated high school, I think I had only read one book from start to finish. The Secret Garden,” she reminisced. But she mastered the art of distilling information quickly and clearly, a talent she now leverages daily. “I had to learn to communicate persuasively very young, out of necessity,” she reflects. That necessity turned into a leadership superpower, allowing her to articulate visions and bring people along willingly and enthusiastically. Today, she loves reading and values her quiet time in the early part of the day, when the world is quiet.

Away from work, Natasha has been intentional about reclaiming her joy. Realizing she’d spent years fulfilling obligations rather than personal dreams, she created her “50 Before 50” list—a bucket of ambitions, big and small, designed to ensure balance and fulfillment in her life. Among these is learning to fly an airplane. Natasha shared, “I wanted to rediscover who I was beyond work and responsibilities. Learning to fly symbolizes freedom and possibility.” The rest of her list is personal, she says with a sly smile, “I have no doubt I’ll accomplish them all, though.”

The girl who once sat alone, teaching herself how to laugh, now fills rooms with warmth and genuine care. Her three children, Ethan (13), Connor (11), and Cora (9), whom she speaks of with unmistakable pride, provide the anchor and motivation behind much of her joy and purpose. Natasha’s face lights up as she recounts moments of playful adventure with them, from building backyard zip lines during COVID lockdowns to gently coaxing her daughter into snorkeling despite the latter’s fears of sharks. Her children, she notes, are her greatest achievement— one she always knew she’d accomplish, even when other aspects of her future seemed uncertain. “My kids remind me constantly about the beauty of courage and vulnerability,” Natasha explained warmly.

Looking back, Natasha admits that her younger self would never have imagined the heights she has reached today. Yet, despite the accolades, it’s not the million-dollar enterprise or the industry recognition that she believes would astonish her younger self the most. Rather, it’s the profound joy she has cultivated— the laughter, the connection, the emotional richness of her life today. Natasha shared a powerful anecdote: “A mentor once told me, given my background, I should be dead in a ditch. Instead, I’m here, thriving and finding joy. That surprises me every day.”