As the founder of Back Azimuth Consulting, acquired by BIsan Digital, Bill works at the intersection of digital effectiveness and operational alignment. He specializes in building global Centers of Excellence, developing web governance models, and architecting cross-functional workflows that align marketing, technology, and business objectives. His ability to embed best practices into enterprise systems and team structures has enabled organizations to expand globally without losing control or consistency.

Bill was previously the CEO of two of the largest global digital and search marketing firms, Global Strategies and Outrider, which WPP acquired. He has also developed two software applications, Dataprizm and Hreflang Builder, that were both acquired.

Bill’s thought leadership is further exemplified through his co-authorship of the acclaimed book Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Website, which details IBM’s award-winning Search program. This work is a comprehensive guide for businesses striving to optimize their online visibility and engagement.

Bill’s commitment to advancing the fields of search and digital marketing is evident in his active participation as a speaker at conferences in over 30 countries, where he shares his insights and experiences with global audiences. His contributions have elevated industry standards and inspired a new generation of digital marketing professionals.​

A former U.S. Marine, Bill brings a disciplined, mission-first approach to every engagement. His background in Asian Studies and International Business and experience working and traveling to over 100 countries give him a uniquely global perspective on digital transformation.

Bill’s passion lies in solving challenging operational problems, building strong digital infrastructures, and mentoring teams to own and scale their success. Whether advising on global domain strategy or guiding enterprise replatforming efforts, Bill’s work always centers around one goal: making digital work better for the business.