Luis Zertuche is the head of the Latin America office for the American Hardwood Export Council and has 30 years of experience in international marketing, trade marketing and promotion of American hardwood export products into Mexico, Latin America and the Caribbean. He has influenced and worked closely with architects and designers in specifying American Hardwoods in their projects through an extensive PR and technical capacitation programs.

Educated at the Universidad Nuevo Mundo in Mexico City in Communications and Marketing, Mr. Zertuche has worked in multiple areas of the communication area including mass media, radio, television and the film industry. He joined AHEC in 1996.