Bel Natividad is Digital Business Executive Program (ISDI) and Executive Master in Marketing and Sales Management (ESADE). She is an expert in image management of leading brands in traditional media, internet and point of sale, developing her professional career mainly in the marketing and communication areas, both in advertising agencies and in multinational companies for eleven years. She was Director of Communication and Marketing of the Hotel Mandarin Oriental, Barcelona. In 2013 she joined the MACBA team in Barcelona as Director of Marketing and Publics. Heading this area, she directly oversees the departments of marketing, social networks, digital media, public attention and space management.