As Chief Brand and Marketing Officer Bill led the marketing & brand strategy for Tim Hortons for almost 25 years – January 1990/August 2014 – and played a key role in developing the brand to its iconic status in the Canadian market. He was responsible for the overall strategic brand planning and execution of the chain marketing programs; including national brand advertising, regional/local marketing, sponsorships and consumer research. In addition Bill was responsible for menu/product research and development, quality control, corporate communications, and corporate social responsibility.

In 1997, Bill was chosen as Marketer of the Year by Marketing Magazine. In 2005, US based Advertising Age selected Bill as one of the Top 10 Marketers World-wide; and in 2010 Strategy Magazine chose Tim Hortons as Brand of the Decade. In 2014 the Association of Canadian Advertisers selected Bill as its Gold Medal recipient.

In 2012 Bill was a recipient of The Queen Elizabeth II Diamond Jubilee Medal.

Prior to joining Tim Hortons, Bill gained extensive sales and marketing management experience with K-Tel, Shell Oil and Labatt Breweries.

In addition to his role as CMO, Bill was also President of the Tim Horton Children’s Foundation from 2008 to 2015.

Bill sits on a number of for profit and not for profit Advisory Boards. And is the Chairman /Partner of a marketing agency called Upstream Content Creation.