Nat Garcia
Business Development - Florida
LAZ Parking Ltd.
Member
Original Join Date: 2026
Professional Bio
Nat Garcia leads business development for LAZ Parking in Florida, building partnerships with municipalities, hotels, property owners, and event venues across the state. She brings more than a decade of experience in strategy, communications, and business development, grounded in academic training in rhetoric and discourse. To her, they have always been one discipline, one that begins with understanding what people need and ends with the case for how to meet it.
In 2015, Nat co-founded Parthenos, a strategy and communications consultancy, where she worked with founders and CEOs in fintech, agricultural technology, medtech, health intelligence, and the nonprofit sector, helping them build the brands, business models, plans, and grant applications that moved them from idea toward institution.
Before joining LAZ, she served as Chief Marketing & Communication Officer and Director of Business Development for a South Florida hospitality parking operator. She led the company’s rebrand and repositioning, built its proposal and contracting work for enterprise clients, and advised its executive team on crisis communication and high-stakes client matters.
A native speaker of English and Spanish, Nat holds a B.A. and an M.A. in Writing, Rhetoric, and Discourse from DePaul University and has taught communication at Florida International University and Nova Southeastern University. Her academic work has explored how language, signage, and design shape the way people move through and occupy public space. Those same questions drive wayfinding, curb management, and the customer experience in parking.
To Nat, parking is applied human behavior: a daily record of how people move, where they go, and why. The cities, campuses, and operators that learn to read it well will shape how Florida grows.
In 2015, Nat co-founded Parthenos, a strategy and communications consultancy, where she worked with founders and CEOs in fintech, agricultural technology, medtech, health intelligence, and the nonprofit sector, helping them build the brands, business models, plans, and grant applications that moved them from idea toward institution.
Before joining LAZ, she served as Chief Marketing & Communication Officer and Director of Business Development for a South Florida hospitality parking operator. She led the company’s rebrand and repositioning, built its proposal and contracting work for enterprise clients, and advised its executive team on crisis communication and high-stakes client matters.
A native speaker of English and Spanish, Nat holds a B.A. and an M.A. in Writing, Rhetoric, and Discourse from DePaul University and has taught communication at Florida International University and Nova Southeastern University. Her academic work has explored how language, signage, and design shape the way people move through and occupy public space. Those same questions drive wayfinding, curb management, and the customer experience in parking.
To Nat, parking is applied human behavior: a daily record of how people move, where they go, and why. The cities, campuses, and operators that learn to read it well will shape how Florida grows.
Division/Department
Business Development