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Natividad Buceta is a seasoned professional with extensive experience in strategic consulting, business sustainability, and marketing. Currently serving as the Director and co-founder of Empathia since May 2013, Natividad also holds positions as an associate professor at Universidad Politécnica de Madrid and a collaborating professor at OBS Business School, specializing in Database Marketing & CRM. With a background as General Director of the Asociación de Marketing de España, Natividad contributed to the growth and promotion of marketing practices in Spain. Prior roles at Siemens included strategic marketing and management positions, spanning from account management to project direction. Natividad is also an educator member of Harvard Business Publishing and has accumulated various academic qualifications, including an MBA and ongoing doctoral studies in Environmental Engineering and Management.