Eternal Water Announces Powerhouse Leadership Team Including Vice Presidents of Sales, National Accounts, and Brand and Marketing

Eight former Essentia Water executives, including vanguards Tahne Davis, Craig Miller, and Chris Schons, will fast-track Eternal Water’s growth and steer brand expansion.

Eternal Water, the No. 3 selling alkaline water brand in the United States, announces the addition of eight sales and marketing executives to lead the brand through its next growth phase. The new roster is uniquely poised to accelerate the retail expansion of Eternal Water, all eight having had tenure at Essentia Water, the No. 1 premium alkaline water brand that Nestlé recently acquired. Eternal’s Founder and CEO Karim Mashouf says the brand is primed to grow five times in the next three to five years.

Naturally Alkaline Spring Water
Naturally Alkaline Spring Water

“This group of respected industry professionals is a dream team for Eternal. Each quickly understood our brand’s distinctive attributes and potential,” says Mashouf. “Our new team brings best-in-class practices, vision, and the kind of energy that will make Eternal’s growth goals a reality.”

Leading Eternal’s expansion are Tahne Davis, vice president of marketing and brand, Craig Miller, vice president of national accounts, and Chris Schons, vice president of sales. Tim Dorman is director of sales, and national accounts, Alfred Garza and Jerry Meyers are directors of sales, and Jeff Bulman and Gary Eisele are national account managers.

Tahne Davis, Vice President, Marketing and Brand
Tahne Davis is a seasoned marketing professional with more than 25 years in the game. As one of Essentia’s first seven hires, Davis was instrumental in developing Essentia’s brand’s identity and creating marketing strategies that led the brand to the top of the category. Before Essentia, she ran her branding firm, working with many leading companies in the active lifestyle space.

“I’m an entrepreneur at heart, so the chance to dive in and transform Eternal into a beloved brand is exciting,” says Davis. “With the synergy of Eternal’s sales and marketing teams, I’m confident this brand will dominate the CPG space.”

Craig Miller Vice President, National Accounts
With more than three decades in the beverage space, Craig Miller has led sales for brands like Coke, Pepsi, Dr. Pepper Snapple Group, and most recently Essentia Water. Miller has successfully built sales teams and lasting retail partnerships throughout his career, critical for taking Eternal to the next level.

“Karim is equal parts grit and integrity. His vision to fast-track Eternal means building from the ground up, which is an exciting proposition,” says Miller. “Additionally, Eternal controls its bottling, making it more reliable for the retailer.”

Chris Schons, Divisional Vice President of Sales
Chris Schons has spent more than thirty years in the beverage industry. Before joining Eternal, he was division vice president for Essentia Water and had also been an area director of sales for the Dr. Pepper Snapple Group. Schons is passionate about developing brands like Eternal, that have not yet met their full potential.

“Our team knows what it takes to compete in this competitive space and win. In addition to that, Eternal is naturally and locally sourced, which connects with today’s consumer,” says Schons. “Our team and this product are a winning combination.”

Eternal Water is sold in more than 30,000 retail outlets nationwide, including Albertsons, Jewel Osco, Kroger, Publix, and Safeway. Under the leadership of its new sales and marketing team, the brand expects to increase that footprint to over 100,000 locations within the next three to five years.



Stephanie Forté is a storyteller, connector, and problem-solver inspired by the great outdoors and energized by the transformation of people, communities, and brands. She is a longtime advocate for public lands, outdoor recreation, and women’s health.

She spotlights people and organizations creating meaningful change in her writing and award-winning PR strategies. Stephanie also mines her life for stories, and her published essays have helped others navigate challenges and to feel less alone.

Stephanie Forte