We are a boutique business management consulting firm dedicated to helping businesses, institutions, and families solve problems and make smart decisions.
Founded in 2015, based in Boston, a team of 15 global consultants with interdisciplinary experience, including corporate, financial advisory, digital marketing, and human resources.
The Surfside DNA
There’s an unimpeachable integrity in the work we do and an undeniable commitment to our clients. These standards are reflected in how we behave, straightforwardly, reassuringly and with transparency.
We’re guided by a sense of caring, and we act with a sense of what’s right for all our clients. Our spirit of fairness is powered by our cross cultural and diverse perspectives and backgrounds.
We confidently and unassumingly, convey our extensive knowledge and expertise gleaned from many years in the Fortune 100 and corporate worlds, to give our clients the best strategic advice and tailored solutions that propel their business success.
We’re nimble ninjas, knowing how to leverage resources and expertise to their strongest effect. We’re about proof and action and thoughtful attention to the little and big things that our clients need to transform and grow their business.
Juan Carlos Morales
Juan Carlos Morales is the founder and Managing Partner of Surfside Capital Advisors LLC (SCA), an advisory firm with offices in Boston and Zurich. SCA helps businesses design and execute high-conviction growth strategies by combining disciplined planning with “trajectory changing events” such as capital raising, buy/sell transactions, restructurings, and other transformation initiatives.
Previously, Mr. Morales served as a Fortune 500 financial services executive, where he served as the global chief financial officer for investment management firms with over $4 trillion in assets under management. In that capacity, he was the key financial architect behind the firms’ growth and profitability agenda and led global teams through numerous transformation initiatives, including acquisitions, divestitures, and restructurings. The Boston Business Journal recognized him as ‘CFO of the Year” in 2009.
Mr. Morales began his career at PricewaterhouseCoopers after graduating cum laude from the Isenberg School of Management at the University of Massachusetts at Amherst. He is a first-time passer of the National Uniform CPA examination.
In 2016 he was appointed by Governor Baker to serve on the Board of Directors of Massachusetts Development Corporation (MassDev). MassDev is the state of Massachusetts’s economic development agency, stimulating business and driving growth by originating over $4 billion in capital transactions every year. He serves on the executive committee of the Board of the Alliance for Business Leadership as well as on the Boards of Eastern Bank and the Greater Boston Chamber of Commerce. He is the co-founder of The Latino Legacy Fund at The Boston Foundation and the Boston Chapter of the Association of Latino Professionals for America (ALPFA).
Partner Business Strategy
Liday has over 20 years of experience in marketing, strategy and finance. She has developed and implemented growth and turn around strategies for clients in rapidly changing, vulnerable and highly competitive business environments.
She is guided by the purpose of accelerating business growth both sustainably and profitably. Her areas of expertise include digital transformation, market segmentation (prioritizing target markets through business intelligence) and implementing marketing strategies for the “client-centric” enterprise.
Liday graduated from the Universidad Central de Venezuela with a B.S. in Mathematics and a specialization in Statistics. She also has a certification in Marketing Strategies, and enjoys keeping up with the latest digital marketing trends. Previously, she volunteered with Voces Vitales Panamá, non-profit initiative that supports women entrepreneurs and their development.
Prior to joining Surfside Capital, Richard Cole was Managing Director, Global Head of Financial Planning & Analysis at Nuveen Investments, the Asset Management business of TIAA. At Nuveen, he directed all financial planning and analysis activities for this $938 billion asset manager. Rich was the lead finance manager responsible for the transformational synergies as a part of TIAA’s purchase of Nuveen Investments. He was also the key financial leader in the development and evaluation of the firms’ strategic growth agenda, plans and analysis. Earlier in his career, Rich gained extensive experience in all areas of corporate finance, strategy, M&A, profitability analytics and measurement, pricing models as well as governance, with State Street Global Advisors, Old Mutual Asset Management and Bank of New York Asset Management.
Rich holds a bachelor’s degree in Finance from University of Massachusetts, Dartmouth. He has completed additional training including project management, effective leadership, team development, continuous improvement and is White Belt Lean Six Sigma certified.
David is a strategy and finance professional with over eight years of experience. He specializes in business planning , financial analysis and capital raising activities (debt and equity). He has advised companies across the industry and size spectrum and brings comprehensive knowledge of legal, marketing and human resource management.
Prior to joining Surfside Capital, he spent 3 years as strategic and financial advisor for small business companies and earlier in his career, he worked in finance roles in Suramericana, the third biggest insurance company in LATAM.
He holds an MBA in Financial Management from Universidad EAFIT (Colombia), and a BS in Economics from the Universidad de La Sabana (Colombia).
Christopher P. McGeown
Christopher McGeown is a strategic financial leader with over 30 years of experience in business and finance, driving organizations to optimum results. Christopher most recently served as Senior Vice President and Chief Financial Officer for TIAA Institutional businesses including Defined Contribution, Defined Benefit, Endowments & Foundations Businesses. He transformed the finance support model, streamlined the strategic planning process, and re-vamped the go-to-market pricing strategy for the Institutional Business. He is leader in building financially sound, executable strategies for sustainable growth and efficient operations.
Prior to TIAA, Christopher spent 20 years with Fidelity Investments. He was the Senior Vice President running the Defined Contribution Investment Only Business where he utilized a data and analytic approach to market segmentation, yielding $15B in Gross Sales over a three-year span. Before running the Investment Only Business for Fidelity, Christopher was the Chief Financial Officer for Fidelity’s Institutional Retirement Business. He led the transition to a more efficient & effective operating model and consistently delivered cutting-edge actionable analysis for business execution. He is considered an expert at connecting strategy with financials across all aspects of a business/product/customer life-cycle. Prior to being CFO for Fidelity’s Retirement Business, Christopher was Chief Financial Officer for Fidelity’s Institutional Tax-Exempt Business, as well as having lead Business Planning & Strategy for Fidelity’s Personal Investment & Brokerage Group.
Christopher started his career with the General Electric Company, where he graduated from GE’s Financial Management Program and worked in a variety of manufacturing finance roles in GE’s Power Generation and Aircraft Engines Businesses.
He was a Board Member for the TIAA Life Insurance Company. He is a graduate of the Questrom School of Management at Boston University.
Karina Chavez has over 12 years of experience servicing a variety of S&P 500 clients on capital markets and accounting advisory. Karina began her career with PwC in 2004 in the New York Metro area providing assurance services to consumer industrial and services companies, including hospital and government funds. In 2006, Karina joined the Capital Market Accounting & Advisory Service of PwC, where she focused pre/post close due diligence, carve-outs, conversions, business combinations, IPOs and worked on international deals in Latin America and Europe. In 2013, Karina joined the PwC Deals practice in Zurich, Switzerland focusing on supporting multinational clients with SEC reporting, purchase price accounting, push down accounting, and various technical accounting issues under US GAAP and SEC reporting. In 2015 Karina took the role of EMEA Director of Accounting and Tax for Restaurant Brand International, where she managed all the accounting process, statutory requirements, global reporting and tax compliance for the entire EMEA region.
Karina is a Certified Public Accountant in the state of New York and received her Bachelor of Science in Accounting and Economics from the Queens College of the City University of New York. Karina has served on diversity programs, including co-chair of the NY TS Women’s Committee and co-chair of the NY membership committee of the Association of Latino Professionals in Finance and Accounting (ALPFA).
Transaction Advisory Services
Patti has over 20 years of experience with demonstrated success leading merger and acquisition integrations and business readiness strategy with advanced operational accounting, finance, business process optimization, and system implementation experience. Highly skilled at developing relationships with and bringing alignment to multiple cross-functional teams in a complex global environment, developing and managing multi-workstream project plans, proactively identifying project risks and driving effective mitigation plans to closure, and streamlining program methodology to optimize project efficiency.