Possess over 30 years of marketing and general management experience in service and consumer goods industries, with emphasis on the bottled water industry. From 1990 to 1997 was President of my own consulting firm, focused on service businesses and change management. Was Managing Director of Neverfail SpringWater Ltd, a publicly-held bottled water company, and was selected as Best CEO of the Year by The Bulletin (Newsweek) in Australia for 2002. Was Chairman of the International Council, the worldwide bottled water association, in 2002-2003. Visiting Lecturer for the U of Miami in 2004, teaching Marketing in the Business School. Grew up in France, Brazil, and Colombia. Harvard MBA.
Vision Implementation • Start-Ups • Turn-Around Situations • Rapid Growth Environments • Personal Service Industries • People-Management Skills • Marketing • Research • New Product Development
2012 - 2013

NY2O, LLC, New York, NY

Chief Operating Officer

Responsible for developing a start-up retail water company into a growing presence with an infrastructure to support continued rapid expansion.  Direct responsibility for Sales, Marketing, Production, and strategic planning. 

2006 - 2012

Hidell-Eyster International, Hingham, MA


Successfully changed the strategic direction of the business, in order to increase growth rates, profitability, and predictability of the business, while maintaining service quality.  Introduced new service products into the portfolio. Acted as consultant to multiple different clients in the beverage industry, including one five year, entrepreneurial, successful turnaround.

2004 - 2006

Primo Water Corporation, Winston-Salem, NC

Vice President

Responsible for building the infrastructure of a national start-up, to support creating, bottling, and distributing 3 and 5 gallon returnable bottles through retail exchange.  Responsible for designing the product, negotiating production contracts with 15 bottlers and establishing national distribution with independent and company-owned distributors.  Additionally developed the supply chain and purchasing for this business. 

1997 - 2003

Neverfail SpringWater, Sydney, Australia

Managing Director

Hired as Marketing Manager, became MD in 1998.  Took this bottled water company public (on the ASX) in 1999, and produced annual compound growth rates of:  +12.2% net sales; +12.7% EBITDA; and +10.4% cooler customers during this five year period.  Introduced the new HomeSpring cooler for the residential market, a new 600mL size for route sales, evolved a strong KPI-driven organization with well-defined service standards, and  introduced efficiency programs with self-service Internet support, hand-held devices for route drivers, and automated phone systems.  Neverfail was purchased in a hostile takeover by Coca-Cola Amatil in late 2003.  At the time, Neverfail was a national company with 110,000 cooler rental customers, 400 employees and Distributors, Revenues of $77M AUS, and EBITDA of $32M.

1990 - 1997

Profitable Management Consulting, Ft. Lauderdale, FL


Successfully started and operated a management consulting firm with focus on new product and new business development, marketing, and managing change. Key projects are shown below:

Acting President of Abita Spring Water to execute turnaround and Company sale.

Acting President of ITC, a start-up telecommunications company made operational, then sold to ICG Corp.

18 month ongoing involvement (including employment as Director of Product Management) with G. Neil Cos., a direct mail Human Resource provider to businesses. Responsible for new product and new business development. Introduced services as catalogue products. Restructured organisation and operating methodology.

Ongoing relationship with McKesson Corp (Bottled Water Div.), assisting in starting an International Division. Separately, evaluated the potential opportunity of the Turkish market and joint-venture feasibility.

Acting VP of Marketing for a privately owned electroluminescent signage company. Developed marketing plans, cash flows, Pro Formas, and shared responsibility for the strategic direction of the company.

Developed a Home Schooling direct mail product line and business plan with one partner.

1987 - 1990

Compagnie Générale des Eaux (Anjou), Paris, France, (New York)

Hired by this French company to execute a start-up in the bottled water industry in Texas, and to execute acquisition options for its U.S. subsidiary, Anjou. Recommended and executed an acquisition, and was made President of this $60MM, 650 employee business.  Executed its successful turnaround in two years.   Was Treasurer of the IBWA.

1987 - 1988

Anjou/Aquarius Spring Water

Director of Marketing/President

Accomplished successful $5M start-up, sustaining a growth rate 3 times industry standard.

Led acquisition team that analyzed, negotiated, and purchased Sierra Spring Water Co. in early 1988.     Was selected CEO of the integrated Sierra/Aquarius business.  

1988 - 1990

Sierra Spring Water Company, Houston, TX

President & CEO

Accomplished successful turnaround of this acquisition which was losing ($5,000M) in 1987, yet had moved to positive Operating Income of $500M by 1990. 

Implemented new corporate strategy, hired entire management team, restructured the geography of the business (from 18 states and 36 branches to 13 states and 20 branches), reduced complement from 650 to 450, and developed new MIS system, reporting procedures, personnel policies, and service standards.  Constructed two production facilities, and executed an innovative joint venture with a plastic bottle supplier.

Increased revenues and customer base by approximately +30% while consolidating the business.  Executed multiple acquisitions to strengthen brand and build profitable density.

1983 - 1987

The Coca-Cola Company (Foods Division)

Hired as President of their $10M spring water subsidiary in Boston, dramatically improving growth rate and profitability. Was promoted after two years to revitalize their New Products effort at Division Headquarters in Houston.  Developed and introduced nationally the profitable new product, Bacardi Tropical Fruit Mixers [now Bacardi Real Fruit Mixers].

1983 - 1985

Belmont Springs Water Company, Boston, MA


Introduced innovative direct marketing techniques to the industry, growing customer base an unprecedented +12% and +20% over two years. 

Increased customer service through training and process improvements, while increasing efficiencies through automation and reorganization.  Operating Income rose +12% and +30% over two years.

1972 - 1974

The Harvard Business School

Boston, MA

Honor Graduate, MBA

1967 - 1968

University of North Carolina

Chapel Hill, NC

Completed two years of a four year Ph.D. program in Experimental Psychology.

Drafted out of the program into the U.S. Military.

1963 - 1967

Wesleyan University

Middletown, CT

BA degree in French; BA degree in Psychology

Varsity soccer and golf.  Captain of golf team in senior year.  Treasurer of Fraternity.