Bill Napier's background
For over 25 years I have dedicated my career to driving business growth through data-driven strategies and tailored campaigns across digital and traditional platforms.
Industry experience
Home Furnishings • Consumer Durables • Retail • Trade • Consumer Products • Printing-Publication • Technology • Entertainment Partnerships • Furniture Stores •
CATEGORY EXPERIENCE
Business Transformation – Corporate Turnaround • Marketing • Sales & Sales Management • Business Development • Brand Management • Home Furnishing Marketing • Furniture Retail Strategy • Marketing, Advertising & Promotion • Staff Management • Product Positioning • Strategic Partnerships • Product Pricing • Trade Show Management & Presentations • Strategic Planning • Marketing Communications • Product Differentiation • Marketing Strategy / Execution • Online Marketing
Click the image to see my LinkedIn profile
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My PatentIf you have redeemed a coupon at The Point of Purchase, you have probably used my Patent
A multiple-ply article includes a lower ply and an upper ply with printed matter on each of the plies. The plies are adhered together with an adhesive so that they can be separated from each other without damage to either of the plies, and so that printed matter on the lower ply becomes visible when the upper ply is removed
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I have written over 250 posts on LinkedIn, with the goal of helping retailers & brands compete in today's complicated marketing and advertising environment
Google searches for "small space living" yield a mind-boggling 1.9 billion results, a digital ocean of unmet desire. The message was clear:
Yet, in this era of transformation, I'm left in awe—and frustration—that retailers, especially in the furniture and home goods space, remain asleep at the wheel, failing to seize this golden opportunity to court the millions of new renters flooding the market. |
our new product introduction for small space living
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My top LinkedIn post in 2024 had 293,492 impressions and 255 comments
My post challenged that traditional e-commerce branded websites are becoming obsolete to social commerce. You read and decide
My references & Testimonials over the years
I joined Ashley in 2000, with sales of $800MM. In 5 years their sales were $2.9BN
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I led the transformation of Myers from $10MM in sales to over $25MM in 3 years
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Gerber's yearly National Baby Week Promotion, which we created below, was their most successful promotion in their history
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From $10MM in sales with a $1MM loss, to a $30MM company with 35% profit margins
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My Marketing Programs Were Used As Case Studies in his College Textbook
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Minnetonka, Inc., manufactured Soft Soap and a variety of other consumer products. They were sold to Colgate-Palmolive in 1987
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Additional letters of reccomendations and accomplishments available upon request
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"We all learn more from our peers and real-world experience than we ever hoped to learn in school. Most will agree, that watching and learning from your fellow team members is a good source of information, but an even better source is to follow and learn from industry leaders. Following and studying the work of people with real-world experience and a track record for success is the secret to becoming better in your position. Bill Napier is one of those people. Bill is perhaps the top marketing guru in the industry. Even many that think of themselves as experts, can't hold a candle to Bill. If you want to improve your marketing effort in your company, read the volumes of information that Bill and his team have published, or better yet, pick up the phone and set up an appointment". Thomas Liddell - Sr VP, Planned Furniture Promotions |
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Bill is a tremendous resource in helping to educate me and my team about the Home Furnishing industry and its current marketing practices. Industry dynamics, potential partner introductions, marketing tactics, and PR were all areas we relied on Bill for his help and advice. Bill was like having an experienced CMO on staff”. Scott Hill Co-Founder & Chief Executive Officer |
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“Bill Napier is the Managing Partner of Napier Marketing Group and a serial disruptor in the furniture industry. His thought-provoking blogs will challenge conventional wisdom, look under the hood, and seek to uncover the critical clues to improving your business performance”. |
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" I have worked with Bill on a variety of projects for over a decade. Bill's greatest asset and contribution has been his intense level of creativity ... the ability to look beyond and find that something extra. In every project I worked with him on Bill has consistently proven to be a man of his word, delivering on-time, on-spec, and a 1st class product. He is an expert in his field" Mack Jenks Director of Consumer Services |
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"Bill Napier is one of the most experienced and smartest marketers in the world of home furnishings. He has an uncanny way of looking beyond the latest marketing fads to help furniture brands and retail operations do what's necessary to become more relevant, and grow market share and profitability. Bill crunches the numbers and provides insight into what works and what doesn't. More than anyone I know, Bill challenges the status quo and what often passes for truth in the marketing space. He's challenged and expanded my thinking as well. His articles in Furniture World Magazine (www.furninfo.com) are an insightful and practical source of marketing information for our readers". |
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"Bill has done an outstanding job in creating new brand concepts and the re-branding of many of our lines, helping us launch our new brands and re-launch our other brands for our company. Bill created The E-Gel name and all the marketing materials for our new "cool sleep" introduction which was our largest and most successful brand launch ever at the time". Kevin Toman - President/CEO |
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"My company wrote and produced TV & radio spots for Bill when he ran Marketing and Communications for Ashley Furniture. Bill was a dream client: he had a clear, creative vision which he communicated well; he challeneged us to give more than our best; and he mandated that any solution be both creative and effective for the client. He exhibited integrity, honesty and passion every time we worke together". Seth Krugliak Owner/CEO, 5 guys named Moe, inc & Snackable Video |
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"I find Bill to be very creative. He will bring you a lot of relevant ideas that you as a business owner to sort through to decide what is most important. Bill is ALWAYS thinking about innovating, which is a difficult thing to come across in many businesses today. He has a lot to say and if you listen, and not just think he is just another talker, you will get something good for your business". Eugene Alletto Founder & CEO |
Bill's creativity and marketing savvy helped spark our moribound company out of a culture of mediocrity, doubling our revenue in three years and growing our profit margins even more. " Bill Napier is a rare combination of years of experience mixed with being on the cutting edge and promoting the cutting edge. He’s excellent at connecting the dots between disparate industries to provide hidden value. He helped marketing our organization via social media and website content, and we got an explosion of contacts!" One of the most forward thinking operations I know. They are always 3 steps ahead of the rest of the pack. Just talking with them you will learn something new. Bill Napier is known to many of The Retailer Now readers as the man who likes to RANT and we think it’s a good thing….Sharing frustrations and common sense solutions has been his M.O. for years. He delivers the goods every time he speaks. Bill says what he means and means what he says. Bill helped transform our company from a commodity based business that printed brochures and folders into a point-of-sale promotionally driven "solutions" company. I would say: “I have known Bill Napier for nearly 10 years. During this time I have had the pleasure of watching him work super hard to solve today’s problems for independent business owners! Bill is a very strong thinker and helps his clients navigate the quickly changing landscape of retail in all areas of business marketing and operations.” Bill is a great guy to engage with, very creative, and is a wonderful guy. Bill is one of the most forward-thinking people I know. He studies marketing as a craft and is always 3 steps ahead of the rest of the pack. I would absolutely recommend Bill. You will not talk to him without learning something. " I have been working with Bill on our new start up mattress company. From our very first conversation, I new I had found the right fit in order to get results! Within 24 hours, he immediately started getting to work and has built us a fabulous website! He has also been instrumental in connecting me with others, that have included other digital marketing groups, video production and so much more! I most appreciate his no-nonsense approach, and ability to get things done! It has been an absolute pleasure working with someone who understands business, the industry and what it takes to succeed! Thanks Bill for everything you have done for us" !!! It is rare to find a person that has this much experience in retail and furniture retail to be specific and also has an in-depth knowledge of marketing and emerging digital marketing solutions. " Working with Bill is working with an industry pro that knows the furniture business inside and out. He has provided great insights as to the inner workings of the business and how people think and what drives decisions. His work is detail oriented and has provided great value in supporting our efforts to bring our solution to market in North America. We look forward to a continued relationship with him and encourage anyone that needs help in the industry to speak to Bill." Bill is a very experienced marketing pro who knows the furniture industry inside and out. When we needed to launch a product aimed at furniture retailers, we were lucky to find Bill and have him serve as our guide and ambassador to this large and intricate industry. He's done a great job of helping us get connected! Very creative people that dug deep to understand my company's core strengths and value add propositions and developed an effective marketing strategy that grew both our sales revenues and brand awareness by 40% six months after they launched our new sales and marketing initiatives We needed to review our total market packaging including to decide whether to build a new and updated website. After reading other reviews we contacted Bill Napier. After talking with him, we decided he was the person we wanted to work with on the update. It was the right move. He is knowledgeable, informative, good idea man and was a pleasure to work with. I have had the pleasure of working with Bill Napier over the past 4 months. I can say definitively that I received far more value from Bill than he did from me! Bill has been essential in bringing our products and solutions to market. He has a voice for radio and television and the marketing experience & knowledge to change your business for the better! Bill is a great guy and savvy marketer. He help me establish Englander Sleep into top ten brand position - Kevin Toman President/CEO Retired We have worked with Bill on multiple projects now, and he always exceeds expectations. I like is honesty and no nonsense approach, which saves time/money in getting results quickly and productively. I would highly recommend doing business with this group! If your business is looking to increase market share using social media, website, etc. this is THE MAN to go to. His experience actually working for and with billion dollar companies plus insightful, strategic and unique applications will excite both you and potential clients. I am grateful to have this professional "in my pocket" providing me support, knowledge and the get and go to apply what I learn directly on Facebook and other marketing tools. Don't look any further...you have found what you're looking for! Great people to engage with, very creative, and wonderful "thinkers". They have the knowledge & vision of the industry in general and is a SME in their own right with loads of experience. They'd be an asset to any team, as an insider or remaining on the outside – you cannot choose to ignore them cause they will make sure that the “water dripping on a stone will definitely make their mark where you cannot miss it” Visionaries in the marketing field bringing innovation and relevance. Always maintaining a strong eye on the bottom line. I have worked with Napier Marketing Group on several projects. Multiple projects at once even. The creative concepts they are able to develop are very hip and clean. Very forward thinking bunch and extremely talented! I would highly recommend this to any business in any Industry! Easy to work with. Professional and knowledgeable. Highly recommended |
awards and recognition
Promotional Marketing Associatiuon Gold Reggie Award for the best promotion in north america - Ashley Furniture |
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In 2007, I created the largest free strategy, marketing and business informational website in north america, with over 1,000 articles dedicated to help retailers and brands grow their businesses
Click the image to access the website
partial listings of Client Experience
partial list home furnishings
Published articles home furnishings
technology companY Experience
consumer product Company Experience
television & theatrical partnerships
I was Ashley's chief marketing officer from 2000 to 2005.
i joined them when their sales were $800MM - 5 years later thier sales grew to $2.8BN and they became the #1 furniture brand in north america under my tenure
At Ashley, I sponsored the 1st season of ABC Home Makeover, , Renovate My Family on Fox, plus 16 additional home makeover shows that helped Ashley become the number #1 furniture brand in North America
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All the creative and Point of Sale elements we produced for this promotion. It was and still is the largest promotion ever done in the furniture category
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Over 500 furniture retailers participated creating over $75MM in incremental sales over projections.
Ashley was awarded The Gold Reggie for The Best Promotion in North America One of several TV commercials we supplied to retailers they could customize
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1st Place Gold Reggie Award for best Multi-Partner promotion in north americaThe Competition Was Nickelodeon/SpongeBob, Shrek 2 & Garfield
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Over 15MM print circulars delivered during the 6-week promotion period
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All Ashley Products had The Garfield Approved hang tags during the promotion.
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Motion Furniture P.O.S
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Bedroom Furniture P.O.S
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Casual Dining P.O.S.
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While at Ashley, I sponsored the whole season of House Rules on TBS And Over 16 Home Makeover Shows Which Quickly Made Us The #1 Recognized Furniture Brand In North America During My Tenure
TBS show trailer. Ashley is at the end when the have a contest to pick out their home's furniture. Notice how I got our trucks, branded shirts and more to promote The Ashley Brand.
I Developed all Corporate Processes for the Marketing, Communications and Product Photography Departments To Ensure Brand Continuity & Support Our 450 Sales Representative's Market Penetration
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I directed the design, wrote the copy for several Ashley Corporate Brochures, during and after being their CMO.
Promotion Sweepstakes With P & G Febreeze
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a few additional examples of my work
home furnishings
Click the images to enlarge
We were Englander's primary agency for 8 years while kevin toman was president
We launched and/or re-branded their complete product lines under his tenure
Brand Development - Names - Taglines - P.O.S. - Television/Web Videos & More
We were Englanders Primary Agency for 8-Years under Kevin Toman's tenure |
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I Named The E-Gel Product, Created all of The Tag Lines, Designed Everything
The Number One Product Launch in Englander's History
The Number One Product Launch in Englander's History
corporate rebrand
UltraComfort owned several patents on their reclining mechanisms, so I created the tag line: "Comfort That's Patented"
We were contracted to refresh this iconic brand and all of their products, including;
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New Point Of Sale Item
I created the tagline 
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New Corporate Brochure
ICONS We Created
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product photography
Home Furnishings
Click The Images to enlarge
I directed all set designs, photography angles and final shots used in advertising and promotion for a variety of furniture companies
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A SAMPLING OF MY Multi-Category
creaTIVE, COPY & promotions
Click the images to enlarge
technology
Rebrand & Repostioning
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"Bill is a very creative individual that dug deep to understand my company's core strengths and value add propositions and developed an effective marketing strategy that grew both our sales and revenues by 25% quarter after quarter and soldified our brand and brand awareness in a very competitive category ".
Corky Seeber
Chief Executive Officer and President
Small Tree
Corky Seeber
Chief Executive Officer and President
Small Tree
printing and packaging client experience
The wessel company - corporate rebrand, turnaround & sale
"Bill's creativity and marketing savvy helped spark our moribound company out of a culture of mediocrity, doubling our revenue in three years and growing our profit margins even more. After I sold The Wessel Company to World Color Press, I immediatley hired Bill to a two year contract as a Senior Level Business Strategist."
Clay Jacobs
President & CEO
The Wessel Company/ JB Partners, LLC
Clay Jacobs
President & CEO
The Wessel Company/ JB Partners, LLC
Corporate Turnaround and Rebrand
Winner Echo Award & Several Other National awards
Winner Echo Award & Several Other National awards
Trade Ads and Marketing Materials
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Direct Mail Trade Ad Delivered with Brandweek's Annual Best Of Marketing Company List Promoting Our New Product and My Patent # 5571358
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Trade Ad Promoting Our New Patented Market Talkers Promotional Campaign
I created the Patent: https://patents.google.com/patent/US5571358 
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I printed the covers of three key marketing magazines, with a reply card, and sent them to the magazines to be stitched into the magazines. The response rate was incredible
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After I Helped FaciliatateThe Sale Of The Wessel Company To World Color Press, I Was Contracted For 2 Years To Be Their Senior Strategist To Create New Business Opportunities.
I Created The Direct Marketing Division & Brand for World Color Press - The 3rd Largest Printer in North America At The Time.
It Became Their Largest And Most Profitable Division in 2 Years.
I Created The Direct Marketing Division & Brand for World Color Press - The 3rd Largest Printer in North America At The Time.
It Became Their Largest And Most Profitable Division in 2 Years.
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I Designed and Produced Trade Show Booth
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Corporate Rebrand
Smyth Had 3 Divisions - Commercial Printing/Labels, Pressure Sensitive Label Printing & Their Labeling Equipment Division
We Combined Each Operation Under One Roof, With A 3 Ring Binder Explaining All Of The Different Capabilities & How Consumer Product Companys Could Utilize Their Resources
We Combined Each Operation Under One Roof, With A 3 Ring Binder Explaining All Of The Different Capabilities & How Consumer Product Companys Could Utilize Their Resources
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Newsletter I Created As Part of The Re-branding.
I Recrutied Industry Marketing Icons To Write For It.
I Recrutied Industry Marketing Icons To Write For It.
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Gerber's National Baby Week Promotion. This Was Their Most Successful Annual Promotion, Ever
To Save Money, I Negotiated The Cruises and Got a Great Deal From Little Tikes For A Kid's Boat Which Was Used In Every Store As Part Of The P.O.S. End-Isle Display. Consumers Could Enter To Win The Little Tikes Boat, a Crusie And A Year Supply Of Baby Food.
I Also Used a Friend Of Mine's Niece For The Photo Shoot To Save Money For Their Budget
I Also Used a Friend Of Mine's Niece For The Photo Shoot To Save Money For Their Budget
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I developed the first ever printing on Grocery Bags with Stone Container. I also showed them how to insert coupons into the bag while being manufactured, Pepsi was my client. I've worked with Pepsi for over 12 years throughout my career, including launching Slice Cola
I Was Hired By Pepsico To Test Market A New Marketing Program, "Americas Choice" In Grocery And Convenience Stores.
After Performing Some Research On How To Launch This Program, I Realized The #1 Cost For Grocery Stores Was Paper Bags. I Then Knew To Get Proper End-Caps & Other Promotional Consideration, I Had To Figure Out A Way To Create Savings For Grocery Chains To Give Me What I Needed To Launch This Campaign
I took My Idea To Stone Container, And Together We Figured Out How To Print This Message On Their Bags, And Insert Promotional Coupons During The Manufacturing Process. The Promotion Was So Successful, It Was Featured In Stone Container's Annual Report and On The Cover of The Money Section in USA TODAY..
Participating Retailers Recieved 50% OF Their Bag Costs Subsidized By Pepsi If They Gave Them Front/Center End Isle Display
After Performing Some Research On How To Launch This Program, I Realized The #1 Cost For Grocery Stores Was Paper Bags. I Then Knew To Get Proper End-Caps & Other Promotional Consideration, I Had To Figure Out A Way To Create Savings For Grocery Chains To Give Me What I Needed To Launch This Campaign
I took My Idea To Stone Container, And Together We Figured Out How To Print This Message On Their Bags, And Insert Promotional Coupons During The Manufacturing Process. The Promotion Was So Successful, It Was Featured In Stone Container's Annual Report and On The Cover of The Money Section in USA TODAY..
Participating Retailers Recieved 50% OF Their Bag Costs Subsidized By Pepsi If They Gave Them Front/Center End Isle Display
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I also showed them how to insert coupons into the bag while being manufactured. ((Right side column). Pepsi was my client
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General Mills was one of my largest clients over the years. These are just two examples of incredibly successful promotions I did for them.
I invented The Instant Redeemable Check to replace coupons. Checks get redeemed in 72 hours, vs. coupons in 2-3 months.
I invented The Instant Redeemable Check to replace coupons. Checks get redeemed in 72 hours, vs. coupons in 2-3 months.
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The Largest RTE Promotion in General Mills History
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miscellaneous strategy & creative
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Kids Marketing Company
Complete Re-brand 
AmeriTech Corporate Brochure we designed and produced
I Was Hired As a Strategic Consultant For The Times Square Millenium Celebration
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I was part of the launch of DEPENDS for Kimberly Clark, with my Instant Reedemable Check Program
Partnership with Berkline Furniture, JBL & Panasonic .
We were The First Company To Promote This "Total Package". 
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Various Creative Projects
Using my Instant Redeemable Check for Charity to raise money with Target Stores & Easter Seals
Elizabeth Dole, President of The Red Cross, endorsing my Americause Program for fundraising
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I wrote three books with ron wanek, founder & chairman of ashley furniture industries, inc
furniture is our passion
Transportation is our passion
The Do's & Dont's of transportation
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Ron asked me to write this book for Ashley Distribution Services as a training book for their drivers.
Duke's book was written about his experiences with over 60 years in the trucking and transportation business, outlining his successes and failures to help new employees navigate this profession 
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The goal in writing this book is to give retail salespeople, interior designers and consumers an understanding of what is involved in the manufacturing of furniture. We have also included a short history of important furniture developments, starting in the 16th century, that still influence the design of furniture today.
This book offers a source for design styles, trends, manufacturing techniques and a glossary of terms to provide a solid knowledge of the extensive processes and expertise behind the creation of the unique styles of furniture enjoyed in homes around the world today.
This book offers a source for design styles, trends, manufacturing techniques and a glossary of terms to provide a solid knowledge of the extensive processes and expertise behind the creation of the unique styles of furniture enjoyed in homes around the world today.
design, development & content for new company website 2024 - 2025
For the past 6 months, I have created over 315,000 words of content for this website.
I have also directed all the strategy as well as content
I have also directed all the strategy as well as content
Click the image to see the website
soldiers walk memorial park
I designed and built the website for Ronald Wanek, Founder & Chairman of Ashley Furniture, the chief benefactor of Soldiers Walk. I researched all of the statues, wrote the copy, produced and narrated all the videos. The project took me 18 months to complete.
*** Corporate redesigned the website, which I want NO PART OF. It's a disaster, in my opinion!
The Video below, as well as all the memorial videos, I am very proud of!
https://soldierswalkmemorialpark.com/walking-tour-stops-1/
*** Corporate redesigned the website, which I want NO PART OF. It's a disaster, in my opinion!
The Video below, as well as all the memorial videos, I am very proud of!
https://soldierswalkmemorialpark.com/walking-tour-stops-1/
No visit to Wisconsin would be complete without a tour of the beautiful 54 acre Memorial Park and its unique tribute to veterans of all wars and conflicts located just 40 minutes North of LaCrosse, Wisconsin, in Arcadia, Wisconsin.
It is the largest Memorial Park in the U.S., outside of Washington D.C.
Take A Short Narrated Video Tour Of This Amazing Park & Its Tribute To Our Veterans & The Heroes That Made Our Nation Great
Every memorial has a dedicated video explaining the conflict and hero's associated with the conflict.
The video below is a 12 minute overview of the park.
We produced a 125 minute documentary that was highlighted on PBS, which we also won an award. You can watch the complete documentary, here: https://youtu.be/wI72AEUFMQ0
It is the largest Memorial Park in the U.S., outside of Washington D.C.
Take A Short Narrated Video Tour Of This Amazing Park & Its Tribute To Our Veterans & The Heroes That Made Our Nation Great
Every memorial has a dedicated video explaining the conflict and hero's associated with the conflict.
The video below is a 12 minute overview of the park.
We produced a 125 minute documentary that was highlighted on PBS, which we also won an award. You can watch the complete documentary, here: https://youtu.be/wI72AEUFMQ0
view & download my resume
| wf-napier_resume_2025.pdf |
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