1600 Team Members, 100 Countries, 60 Years of Innovation, 7 Continents, 3 Generations, 1 Family

LATICRETE International, Inc. was founded in 1956 by the late Dr. Henry M. Rothberg (Z"L) and his wife, Mrs. Lillian Rosenstock Rothberg (Z"L). Company leadership over the past 60+ years has continued to drive innovation.

LATICRETE believes in investing in technology, markets, and most importantly people.




Meet the LATICRETE Team

David A Rothberg

David A. Rothberg, Chairman and CEO

David A. Rothberg, Chairman and CEO of LATICRETE International, Inc., holds a M.B.A. from the Harvard Business School in Boston, Massachusetts. As CEO of LATICRETE, Rothberg travels extensively, supporting customers and company operations in over 75 countries.

Rothberg obtained his Bachelor of Science degree in geology from Emory University in Atlanta, Georgia. He has also completed courses at Massachusetts Institute of Technology and Harvard Law School, and an advanced management program at the International Institute for Management Development (I.M.D.) in Lausanne, Switzerland.

Rothberg has been employed in the building chemicals industry full time since 1978, when he started in the laboratories of LATICRETE. Over the years, his responsibilities have included Research Scientist, Production Engineer, Technical Service Representative, and Vice President of Finance and Administration.

When not working, he is an avid cyclist, sea kayaker, and white water canoeist. His expedition travels have taken him from the highest points on five continents, to Antarctica. Rothberg is married to Attorney Nan M. Birdwhistell, former Mayor of Woodbridge, Connecticut. They have two sons; Daniel, a Geologist, and Jason, attending New York University.

He is a member of World Presidents’ Organization (YPO), serves on board of The Connecticut Business & Industry Association, and is on the Advisory Council of the National Outdoor Leadership School (NOLS), of Lander, WY., USA. NOLS is the leader in wilderness education.

Erno de Bruijn, President of International Division

Erno de Bruijn is President of LATICRETE International’s International Division, working out of corporate headquarters in Bethany, CT.

He graduated from Leiden University Law School in the Netherlands and attended the Program for Management Development at Harvard Business School.

Originally from the Netherlands, Erno was posted in Florida, Honduras and Poland working for a Dutch multinational chemical distribution company before coming to LATICRETE.

Over the years Erno has worked for LATICRETE International in a number of capacities. In his position as Regional Manager for the Middle East he started up the company’s operation in Dubai, United Arab Emirates. Along with his family, he then relocated to the United States and worked as Plant Manager of LATICRETE’s main production facility in Bethany, Connecticut and was subsequently promoted to his current position. Erno speaks English, Dutch, German and Spanish.

He resides in Westport, CT with his wife Lauren and two daughters. Personal interests include fly fishing and rugby.

Edward D. Metcalf, President and COO of LATICRETE North America

Edward D. Metcalf, President North American Division

Edward D. Metcalf joined LATICRETE as a Technical Representative in southern California in 1985. Having accepted the role of Region Sales Manager in 1993, he relocated with his family near LATICRETE Corporate Headquarters in Bethany, Connecticut.

Since joining the LATICRETE corporate team, Metcalf has served in progressively more responsible roles overseeing sales, marketing, technical services, operations, R&D and human resources culminating in his appointment as President/Chief Operating Officer North America Division in March 2016.

Growing a team of less than 100 to over 500 while holding true to the unique values of vision of the company has required major changes in technology implementation, training and communications. These changes remain the main focus of Metcalf’s efforts at LATICRETE, and are leveraged by his prior experiences at LATICRETE and in the construction industry in general.

A native of California, Metcalf majored in Economics at California State University, San Diego and has served on numerous industry Boards. Personal interests include golf, bicycling and hiking.

Janet N. Brunwin, CFO of LATICRETE

Janet Brunwin, Vice President of Finance (UPDATED)

Janet N. Brunwin is Vice President – Finance of LATICRETE International, Inc. She is responsible for overall financial management of LATICRETE including financial reporting, compliance, treasury, tax, risk management and IT.

Brunwin has extensive experience in public accounting and manufacturing. A certified public accountant, she began her career in public accounting with Ernst & Young and afterward held increasingly responsible financial management positions with Selectro Corporation, Kraft Foods and Reflexite Corporation.

Prior to joining LATICRETE, she held the position of Finance Manager for Brady Corporation, overseeing several North American divisions. Brunwin joined LATICRETE in 2002 as Controller, was promoted to Director of Finance in 2008, Sr. Director of Finance and Human Resources in 2011 and was named V.P. – Finance in 2014.

Brunwin graduated with a bachelor’s degree in financial accounting and earned an MBA from the University of New Haven. She is a member of the AICPA, CSCPA, Financial Executives Institute and the Connecticut Chapter of the National Association of Corporate Directors.

She resides with her family in Bethany, Connecticut. Brunwin is Treasurer of the Woodbridge Soccer Club and Secretary of the Bethany Lions Club. From 2007 – 2013 she chaired the Board of Finance for the Town of Bethany and in 2014 was named Bethany Citizen of the Year. She is involved in many community events and activities. Her personal interests include music, antiques and outdoor activities including camping, canoeing and hiking.

Daniel C. Lu, Sr. Vice President of Special Projects at LATICRETE

Daniel C. Lu, Sr. Vice President, Special Projects

Daniel C. Lu, Senior Vice President of Special Projects attended the University of Michigan in Ann Arbor, Michigan and received his Bachelor of Science degree in geology and chemistry.

Since joining the Technical Staff of LATICRETE® International, Inc. in 1975, he has worked extensively in the areas of New Product Development, Field Technical Services and Architectural Specifications.

Lu was instrumental in the development of the first commercially successful Modified Epoxy Emulsion Mortar/Grout LATAPOXY® 210.

His development work also included a Liquid Applied Membrane which pioneered waterproof ceramic tile installations with load bearing and anti-fracture capabilities (LATICRETE® 9235).

Lu has served on several tile/construction industry technical committees, including ones conducted under the auspices of MMSA and CSA.

His personal interests include camping, fishing and rock collecting in the areas around Bethany, Connecticut where he makes his home.

LATICRETE® Board of Directors

David A. Rothberg – Chairman
Albert Canosa
Bernard Gustin
Mark Levy
Stephen Merkel
Doris Zelinsky

Stephan Liozu

Stephan Liozu

Stephan Liozu comes to LATICRETE with more than 23 years of experience with several multinational building product companies. He has expertise in the manufacturing and distribution practices of our industry, his forte is customer value management, and recent accomplishments include coaching, consulting and training for large global industrial companies. Stephan has published six books, 4 e-books, a combination of 40 academic and practitioner papers, and has presented at over 45 conferences.

Stephan received a master's degree in business administration from Cleveland State University and a doctoral degree in management from Case Western Reserve University. He is a native of France.

Dr. Liozu resides in Phoenix, Arizona with his son, Lorenzo. He loves working out and watching rugby.

Stephen Merkel

Stephen Merkel

Steve has been a Director or Non- Executive Chairman for 14 years with private and public companies involved in turnarounds, operational reviews, strategic planning, acquisitions, people development, succession planning, shareholder operating agreements, exit strategies and key customer and distributor interface.

He was one of four Directors that led the turnaround of NYSE Sturm Ruger where market cap increased fivefold in six years. 

Prior to Director and Non-Executive Chairman work, he had 18 years of global and domestic P&L responsibility as Managing Director, President or Operating Executive mostly with Loctite Corporation.

His experience has included multi-national companies selling Direct and/or thru Distribution across specialty chemicals, industrial, construction, fire arms, electronics, specialty water, paper, hospitality, HVAC, food service, specialty metal, automotive aftermarket, jan san, aerospace, restaurant and hardware.

Steve has led / directed the acquisition of 24 companies and divested two businesses with shared services as either a Managing Director, President, Operating Executive or Board Member. 

He has managed thru natural disaster, wild inflation, catastrophic loss of facilities, major integrations, divestitures, a hostile takeover, turnarounds, fraud and financial uncertainty.

He is adept at consistently improving the value offering and gross margins throughout his career by testing price elasticity, reengineering products, outsourcing, improving productivity, new product introduction and pricing to value not cost.

Steve has served on NYSE, private and not for profit Boards, and currently works with three privately held companies. 

Steve has attended Executive Programs at IMD in Switzerland and AMOS Tuck School at Dartmouth.  He also holds a Master’s degree in Marketing and Finance from Clarkson School of Management and a BS in Management from Clarkson University.