Garnica Appoints Jaime Álvarez as Chief Marketing Officer
Logroño, Spain – January 20, 2026 — Garnica, a leading manufacturer of premium sustainable plywood, recently announced the appointment of Jaime Álvarez as Chief Marketing Officer (CMO). In his new role, Jaime will lead Garnica’s global marketing strategy, with a focus on brand development, market expansion, and aligning the company’s value proposition with the evolving needs of architects, designers, and industry partners worldwide.
With over 15 years of experience in marketing and commercial strategy, Jaime began his career in the consumer electronics technology sector, where he led product marketing initiatives and strategic projects. His professional background includes full-scope marketing management, pricing strategy, product development, business intelligence, and the execution of growth and digital transformation initiatives.
“Jaime has played a central role in shaping Garnica’s marketing, pricing, and product strategy over the past decade,” said Álvaro González, CEO of Garnica. “His extensive understanding of our business, combined with his strategic mindset and experience across global markets, positions him to lead our marketing department as we continue to grow internationally. This final appointment to our C-level team reflects our commitment to developing talent from within and building a leadership team rooted in dedication, continuity, and shared values.”
“I am excited to step into this new role and help build a strong, consistent global brand while staying closely aligned with the needs of our customers and partners,” said Álvarez. “Garnica has a clear value proposition rooted in innovation, sustainability, and performance, and I look forward to working across teams to ensure that value is clearly communicated and delivered in every market we serve.”
Alvarez holds a degree in International Economics and a Master’s in Marketing and Commercial Management from ESIC Business & Marketing School. He has also completed specialized programs in Digital Marketing at IESE Business School and international studies at the University of Warsaw.
As Chief Marketing Officer, Jaime will focus on strengthening Garnica’s global brand, supporting market-led growth, and reinforcing alignment between product innovation, sustainability, and customer needs across regions.
About Garnica
Garnica is a global leader in the production of innovative and high-quality plywood, designed to meet the needs of the most demanding customers. Rooted in a strong respect for nature, people, and the community, the company works with wood from sustainable and renewable sources to preserve ecological balance. With over 1,100 employees, Garnica operates a total of seven production centers in Spain and France, strategically located to the main poplar plantation basins in Europe. Additionally, it has three offices including its headquarters in Logroño (La Rioja), support offices in Madrid, Spain and Raleigh in the United States. To strengthen its international presence, Garnica opened a warehouse in Savannah, US in 2024.
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