With over 25 years of experience on both the agency and client side, Will has a unique perspective on what it takes to win business, build trust, and drive results. Will believes that stories are the operating system of the human mind — a philosophy that underpins every pitch, campaign, and conversation.
What do you bring to AUC?
My job is to spot white space, build a story everyone can rally around, and then keep the flywheel spinning—aligning strategy, creative, media, and measurement so they accelerate each other. I’m at my best when the room is half-wired on caffeine, the brief is still evolving, and we have 48 hours to make something impossible look inevitable.
What’s your secret advantage?
I speak fluent “creative” and “CFO.” That means I can translate an inspired idea into a revenue model—or a spreadsheet full of KPIs into a pitch that actually excites people. Bridging those dialects turns friction into velocity.
What’s a unifying theme from your career?
Storytelling as the ultimate conversion tool. From publishing novels to closing nine-figure commerce deals, I’ve learned that people act when they can see themselves in the narrative—whether that narrative lives on a bookshelf, a shelf tag, or a social feed.
What’s your favorite commerce channel?
The digital shelf on a mobile screen at 2 a.m.—when intent is high, barriers are low, and a single swipe can take a brand from discovery to delivery. Brick-and-mortar is my first love, though: nothing beats the dopamine rush of a well-merchandised endcap.
What advice do you return to time and again?
“Make it easy to say yes.” Great strategy, creative, or partnership should feel like gravity—obvious, inescapable, and effortless to embrace.
Favorite hometown hang?
FarOut in Dallas—Chef Misty Norris runs the kitchen like a Renaissance painter’s studio, and the vibe is pure Marfa getaway without the eight-hour drive across Texas.