In 2009, Geoff was appointed to his current role, since then he has successfully managed two mergers, significantly raised the Beverages Council’s profile with key stakeholders and firmly positioned the organisation as the peerless, respected voice of the $7+ billion non-alcoholic beverage industry in Australia. In 2010, Geoff was elected President and Asia-Pacific Regional Director of the International Council of Beverages Associations (ICBA). In 2012 he was elected for a consecutive two-year term. Geoff also serves on the Board of the International Council of Bottled Water Associations (ICBWA), and in 2017 was elected as its Vice-President. Geoff has been on the ICBWA Board since 2009.