40 years in leadership, including the C-suite. Not a career coach. A peer.
Bill Black spent four decades as a marketing executive. He was part of an executive team that managed $700 million in retail sales. He helped grow a brand from 170 stores to over 800. He was named a Top 50 CMO Gamechanger by Entrepreneur Magazine. Now he is a Vistage Chair and executive coach.
Bill's Career path
Vice President at Nutrisystem Inc
1986–1994
Managed $15 million ad budget across 1,400 stores. Led a field marketing staff of 20.
Director of Field Marketing at Dunkin Brands
1994–2004
Sat on Strategic Leadership Team. Led 11 managers across 75 DMAs. $650 million in sales.
Marketing Director at Starbucks
2005–2010
Led 10 marketing partners. Drove same-store sales growth. Highest Gallup scores. Seven promoted.
Senior Director of Marketing at Friendly's Ice Cream
2011–2013
Advised the Executive Leadership Team. Managed a $20 million marketing budget and brand strategy.
Vice President & Chief Marketing Executive at C2 Education
2014–2017
Led marketing for the fastest-growing tutoring company in the US. Built brand guidelines and dashboard.
Chief Marketing Officer at Scooter's Coffee
2018–2024
Grew same-store sales 72%. Expanded from 170 to 800+ stores. Named Top 50 CMO.
Certified Trainer/Facilitator for The Working Genius
Jul 2024–Present
Certified facilitator. Matches team talent to work using the Working Genius framework.
Vistage Worldwide Chair
Sep 2024–Present
Chairs peer advisory groups for CEOs and business leaders across Atlanta and North Georgia.
Group Facilitator at Iron Forums
Aug 2025–Present
Leads peer advisory groups for senior leaders in the Atlanta Metropolitan Area.
Why Bill coaches now?
Bill spent four decades building brands and leading teams. He saw the same pattern at every level. Leaders who are stuck. Teams that look good on paper but underperform. Decisions that keep waiting for the right moment.
He started The Marketing Coach after Starbucks. He wanted to work directly with the people running the business. Not the brand. The person.
Now he is a Vistage Chair and certified Working Genius facilitator. He coaches CEOs and leadership teams across Atlanta and North Georgia. While he is deeply entrenched in marketing. He still works with all areas of leadership, not the quarterly report.
He started The Marketing Coach after Starbucks. He wanted to work directly with the people running the business. Not the brand. The person.
Now he is a Vistage Chair and certified Working Genius facilitator. He coaches CEOs and leadership teams across Atlanta and North Georgia. While he is deeply entrenched in marketing. He still works with all areas of leadership, not the quarterly report.
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He wrote the book on brands that last
Bill is the author of How to Build a Brand of a Lifetime: The Enduring Framework for Brands That Last Generations.
40 years in marketing taught him what most brand strategies miss. The best brands are not built on campaigns. They are built on trust, clarity, and decisions that hold up over decades.
The book is the same framework he used at Nutrisystem, Dunkin Brands, Starbucks, and Scooter's Coffee. Now he uses it to help you build a brand and a team that lasts.
40 years in marketing taught him what most brand strategies miss. The best brands are not built on campaigns. They are built on trust, clarity, and decisions that hold up over decades.
The book is the same framework he used at Nutrisystem, Dunkin Brands, Starbucks, and Scooter's Coffee. Now he uses it to help you build a brand and a team that lasts.
The book is coming out in Fall 2026.
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Work with someone who has been in your seat.
Bill only takes a few clients at a time. The best next step is a conversation, not a contract.
Book a Consultation