In his former role as the Sr. Global Creative Director at Patagonia, Bill led the creative teams responsible for all global brand and product marketing creative, and all global UX and ecommerce creative. Bill was critical to Patagonia’s transition into a digital first, activist brand, and championed authenticity throughout his twenty six years in the Patagonia Creative Department. Bill’s responsibilities also included creative oversight for the Patagonia book division and the Patagonia Provisions food division.

Bill designed the first Patagonia web site in 1994, launched the company blog, the Cleanest Line, in 2006, spearheaded Patagonia’s ground-breaking global supply chain transparency website, the Footprint Chronicles in 2007, helped launch Patagonia’s first social accounts in 2012 and formed the first Patagonia film team in 2015.

Bill was the brand Creative Director for the iconic ‘Don’t Buy This Jacket’ ad in 2011 and oversaw the creative evolution of Patagonia's Common Threads Initiative into the Patagonia Worn Wear brand in 2012. Recently, Bill oversaw the launch of the Patagonia Action Works website in 2018, the Facing Extinction campaign in 2019 and the Buy Less, Demand More brand campaign in 2020.