Luis Garcia

Chief Marketing Officer Naterra International

Luis Garcia is the Chief Marketing Officer at Naterra International, the company behind social-media darling Tree Hut—the No. 1 body‑scrub brand in the United States—and heritage baby‑care favorite Baby Magic. He leads the organization’s growth agenda, strategic vision, brand marketing, product innovation and integrated social media.

A 20-year veteran of global beauty CPG, Luis fuses rigorous data analysis with breakthrough creativity. Since joining Naterra in late 2024 he has re-structured marketing, creative, media, and innovation teams, expanded the brand in multiple categories, accelerated the innovation pipeline, and codified the company’s new mission and “North Star” growth goal.

A frequent speaker at ANA, Brand Innovators, Cosmetic Executive Women, and Cannes Lions forums, he is also a delegate to the ANA’s Global CMO Growth Council, where he champions the responsible adoption of AI in marketing

A life-long learner, Luis has completed executive education programs at The Wharton School, University of Pennsylvania and IMD in Switzerland. He holds an MBA from HEC Montreal and a bachelor’s degree from the John Molson School of Business, Concordia University. Fluent in English, French and Spanish, he splits his time between Dallas and key international markets.