Egon Zehnder Places Chief Marketing Officer at Naterra International
November 21, 2024 – Chief marketing officers are the nexus between organizations and customers at a time when virtually every industry — from consumer to tech to healthcare and industrial — is focused on customer-centricity and the velocity of change continues to accelerate, according to leadership advisory firm Egon Zehnder. They lead brand dialogue, inspire internal and external clients and champion the increasingly important discipline of performance marketing – all in service of connecting customer needs with business results.
Following an extensive and competitive search process, Egon Zehnder recently placed Luis Garcia as chief marketing officer of Naterra International. He will step into the role of Naterra’s inaugural chief marketing officer, driving the marketing strategy for the company’s notable brand, Tree Hut, and its expanding portfolio. “We are thrilled to welcome Luis Garcia to our Naterra team as we embark on an exciting new chapter for our brands,” said Jon Song, CEO of Naterra International. “Luis brings a wealth of expertise in building iconic brands and a bold vision for innovation that aligns perfectly with our goals. We are confident his dynamic leadership will drive transformative growth and take Naterra to new heights in our key categories.”
Mr. Garcia brings nearly two decades of exceptional expertise in brand strategy and leadership, honed during his tenure with globally recognized organizations such as L’Oréal, Beiersdorf and Galderma. He discovered his passion for beauty care more than 18 years ago, launching his career with leadership roles for iconic brands like La Roche-Posay and Vichy. Most recently, he served as vice president and head of marketing for Cetaphil and Differin, overseeing all marketing functions, including consumer insights, social media, public relations and media strategy. His marketing approach helped reinvigorate Cetaphil’s appeal among younger consumers, successfully reversing a revenue decline.
Mr. Garcia’s strategic repositioning of Cetaphil through bold initiatives such as partnering with high-profile fashion brands, leveraging influencer storytelling, and debuting a social-first Super Bowl commercial earned widespread recognition and drove significant brand growth. “His focus on understanding consumer needs, particularly younger demographics, dovetails with Naterra’s vision of creating impactful beauty brands that resonate with today’s consumers,” Naterra said.
At Naterra, Mr. Garcia will take the helm of the company’s marketing initiatives, overseeing the strategy and visionary direction of the personal care leader, including its brands Tree Hut and Baby Magic. He will be tasked with spearheading the growth of the dynamic Tree Hut brand, the number one body scrub in the country, by continuing to harness its viral social media presence and activating large-scale consumer events and sponsorships to grow brand awareness. Mr. Garcia will lead the development of full-funnel marketing programs for existing and future brand launches.
Related: Egon Zehnder Recruits CEO for Blue Diamond Growers
Founded in 1923, Naterra is a creator of beauty, baby care, and personal care products. It is committed to “creating innovative, high-quality products that enrich the lives of consumers.” The company is headquartered in Coppell, TX.
Top 5 Search Firm
Egon Zehnder currently ranks as a Top 5 global executive search firm, according to Hunt Scanlon Media. With more than 500 consultants in 68 offices and 40 countries around the globe, Egon Zehnder works with public and private corporations, family-owned enterprises, and non-profit and government agencies to provide board advisory services, CEO and leadership succession planning, executive search and assessment, and leadership development solutions. Since 1964, the firm has been at the forefront of defining top leadership in the face of changing economic conditions as well as major transitions in the executive search field.
Egon Zehnder’s marketing and sales practice is dedicated to helping CEOs, boards, and management teams achieve topline growth for their organizations. The roles of chief marketing officer and chief revenue officer, as well as hybrid positions such as chief commercial officer and chief growth officer, are the most critical in the C-suite for driving that growth, according to the firm. Egon Zehnder’s marketing and sales consultants bring a wealth of experience from some of the world’s top marketing and sales companies, as well as innovative startups. The practice’s has a focus spanning brand marketing, performance marketing, customer experience, digital, CRM/lifecycle marketing, e-commerce, innovation, go-to-market strategy, direct sales, channel sales, ecosystem partners, customer success, customer support and sales operations.
Related: Egon Zehnder Assists BP with CEO Search
Contributed by Scott A. Scanlon, Editor-in-Chief and Dale M. Zupsansky, Executive Editor – Hunt Scanlon Media
