Bill has 20 years of hands-on experience in the beverage, foodservice, and technology industries. Bill pioneered the Snapple Beverage brand on the West Coast and helped to build Snapple from a regional drink to a global line of beverages and brands. As the first exclusive Snapple beverage distributor west of the Mississippi, Bill helped build the Snapple brand from the ground up. Starting out selling drinks from the back of his truck, Bill grew his business, Groux Distribution, into the largest bottles-per-capita market for Snapple in the country in four short years. Bill sold his distributorship back to Snapple Beverage Corp., and entered into a partnership with the parent company to turn around two struggling distributorships in Houston and Dallas, Texas. After successfully repositioning the Snapple brand and bringing the operations to profitability in Texas, Bill sold the two distributorships to Quaker Oats.

Bill subsequently joined Johnny Rockets as a Vice President of Marketing. In this role, he developed and helped manage every aspect of the business that touched the customer from brand positioning, marketing and store layout to menu development and customer service. His most significant contributions included honing a consistent brand message and creating marketing and operational alignment with franchisees. During his time at Johnny Rockets, Bill recognized the tremendous increase of the LEP (Limited English Proficient) Hispanic population in the foodservice industry. He also witnessed the communications struggles that developed within the restaurant among employees and with customers. This experience ignited a desire to find a solution to the growing language barrier and the challenges it created. That solution would ultimately become Sed de Saber and Retention Education.

Bill graduated magna cum laude with a Bachelor’s degree in English from Colorado College. He and his wife Susan have one daughter, Elizabeth.