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 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, media and innovation teams, codified the company’s new mission and “North Star” vision, and accelerated the innovation pipeline.
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.
