Download PDF



To Inspire Hearts and Minds with Experiences and Digital Storytelling

Bill Gibeault is a founding partner of Story Mavericks LLC , an experience design and digital communications  firm located in Saratoga Springs, NY.  The company helps businesses transform ordinary communications into engaging experiences, using video storytelling, and content marketing. The company's offerings also include guiding business initiatives as consultants in all areas of customer experience design including employee & leadership training.

In October 2006, Bill became one of the first professionals in the Nation to be certified in the theories and models of The Experience Economy.

Gibeault has taken his 20 years of media production and business management expertise and combined the latest thinking about experience staging to design an industry first methodology, for creating corporate communications, centered on "The Experience Economy & Authenticity.

He  has produced a variety of video stories including biographies, documentaries, corporate training and marketing.  The company has also managed and designed full website experiences.

Bill also has 15 years of corporate sales management experience with food industry conglomerate ConAgra Inc., having responsibility for sales management, marketing, recruiting and training.

He is passionate about changing the business world especially in the field of business communications. He believes it's time to for enterprises to "Cut The Bull" in talking with customers, and Get Real in developing marketing messages. 

More of his thinking can be found on "The Rock Your Customers Blog".  

Work experience

May 1997Present

Chief Experience Officer

Sunrise Media/Story Mavericks

Managed all stages of media production, from client consultation and needs analysis to concept & creative development, scriptwriting, video location shoots/editing, website design & programming, production team management, graphic design, sound design/editing, and duplication and distribution. Develop projects to meet clients’ budgetary needs; coordinate across organizations, functions, and subcontractors to achieve goals. Direct all business functions, including marketing strategy development, sales and marketing initiatives and campaigns across multiple marketing channels, financial management, human resources, and others.

  • Earned National Certification status as Experience Economy Expert, one of the first 10 professionals in The USA.
  • Designed industry first methodology to produce effective internal/external corporate communications.
  • Designed methodology to lead enterprise efforts in customer and employee experience design initiatives.
  • Successfully cultivated long term learning relationships with customers enabling a delivery of both a product and service with no sacrifice on customers part.
  • Organized, structured, and grew start-up business from 0 to 125 clients and reputation for quality, reliability, and reputation for consistently delivering beyond expectations.
  • Created Educational and Needs Assessment Instrument for clients to demystify and simplify the technology being used and help them focus more on achieving results with effective technology usage.
  • Successfully executed a 20 plus-year customer-centric strategy and an unparalleled commitment to staging superior customer experiences.
  • Developed a reputation as a business that serves and contributes to its community through management’s involvement on non-profit board of directors and through gratis media productions to help non-profit organizations in communications efforts.
  • Received The YMCA Circle of Excellence Award for company’s contributions to the organizations 
Jan 1978Apr 1997

Sales Manager

ConAgra Foods

Retained through multiple mergers and acquisitions to oversee sales functions for $24 billion company. Sourced, recruited, hired, trained, motivated, and led up to 25-member sales team. Participated in formulation and execution of sales objectives, strategies, plans, policies, and procedures. Directed, evaluated, and analyzed metrics for promotions and programs. Secured and managed customer relationships with all hierarchical levels; developed and delivered sales and informational presentations at executive levels. Communicated with senior management regarding business development and metrics analysis; created and presented in-depth training.

  • Established and developed college recruiting program that achieved excellent sales area coverage.
  • Consistently fostered change to benefit team performance and company’s profitability and growth.
  • Implemented hands-on management style that resulted in self-motivated, highly productive teams.
  • Adeptly balanced rapidly changing priorities and requirements during fluid merger periods.
  • Trained and developed 18 personnel to achieve management-level positions.
  • Maintained successful sales operation during 5 changes of company ownership with minimal workflow disruption and no loss of revenues.
  • Selected to conceptualize, create, and produce training video for divisional sales meeting, winning National Outstanding Presentation Award.
  • Attained membership in exclusive National Management Team during year-long sales competition.
  • Defined sales-team leadership development program that was implemented at divisional level.
  • Named Eastern Division Manager of the Year in 1992 for leading a team that achieved highest sales versus quota performance in Division.
  • Led team that won first ever National sales contest for new owner ConAgra, attaining 96% retail distribution levels for all brands.




“During the past year it has been my distinct pleasure to collaborate with Bill Gibeault on a number of projects related to the practical application of authentically-staged business experiences. Bill's company, Story Mavericks and the transformative experiences they offer are without peer. An imaginative and gifted "maverick", Bill brings astonishing passion and dedication to each client engagement. He expertly blends creativity with practical business principles to deliver unique solutions across a number of industries. Bill Gibeault is business maverick of principle and passion, and one that I highly recommend.” July 11, 2008

Steve Dragoo,  President, Service Solutions Consulting, Inc.

Few people get the Experience Economy as much as Bill Gibeault, and fewer still can combine an ear for storytelling, an eye for video production, and a heart for experience work

B. Joseph Pine, Co-founder Strategic Horizons, Aora, Ill, Co-author, The Experience Economy

“I've initially came to know Bill Gibeault through our thinkAbout event. Then he became a Pine & Gilmore Certified Expert and I really got to know him through that week-long course -- and a follow-up visit to his office. His office (like stepping on the production floor of a film studio), like his inged CE application (wow, was it inged -- it came complete with a mutli-sensory cues to set-up and take in while reading his application), exemplfy his commitment and passion for designing compelling experiences. Especially if you're looking for someone with a eye for multi-media, Bill's a great resource.” August 30, 2008

Jim Gilmore, Owner, Strategic Horizons LLP

There is only one firm and one person in my experience that have been able to capitalize on many years of successful video production, the ability to create captivating experiences and the talent to tell stories in an emotional and charismatic way. The firm is Story Mavericks and the person is its President, Bill Gibeault.

Raymond O’Conor, Chairman, Saratoga National Bank & Trust Co.

“Bill understands what needs to be done to create compelling experiences for customers. His extensive knowledge of the subject would be helpful to any business. He is a geniune and hard working person who is passionate about his work.” July 14, 2008

Greg Dixon, Executive Director, The Wesley Community

As a fellow Certified Experience Economy Expert, Bill Gibeault is passionate about the use of stories to create signature moments in life changing experiences. Given Bill and his team's multimedia experience, he helps companies to create powerful and repurposable digital stories.” February 21, 2011

Bob Dean, Vice President, Learning & Talent Development, Heidrick & Struggles

“In the past Bill has produced numerous documentaries and informational video productions for the Saratoga Springs Lions Club, for which I am a member, and the Saratoga County Chamber of Commerce of which I am a Past Chairman. The quality of Bill's work is unsurpassed. Bill, in his creative way, is able to capture the mood very well. Whether it be the emotion for a club member or relaying the feelings of a community towards volunteerism. His professionalism shines through and I would highly recommend Bill and his company.” February 19, 2011

Timothy W. Pehl, CPA, Partner, Roback Kumlander & Pehl CPA's


Proud To Serve

I am proud of the fact that I've  been actively involved in serving the Saratoga Community during our 28 years of business. The truth of the matter is that it has been a privilege and honor to serve others through  volunteerism and giving. I have been both inspired by and learned from the vast network of individuals who know it’s important to become a part of something bigger than yourself.

  • Saratoga Springs Lions Club: Past President , Executive Board, Board of Directors,10+years, Chair Major Fundraising Experiences, Chair Communications and Marketing Committee-4 years.
  • Leadership Saratoga Alumni Association (Graduate of Leadership Saratoga)
  • Saratoga Convention & Tourism Bureau
  • Community & Business Affilations
  • Saratoga County Chamber of Commerce: Membership Committee, 4 years

Additional Community Service

Produced Video/Media Communications- gratis for many Non-Profits including:

  • YMCA
  • First Night Saratoga
  • Cystic Fibrosis
  • SABAH (Skating Association for Blind and Handicapped)
  • Saratoga County Chamber of Commerce
  • Leadership Saratoga
  • Saratoga Convention & Tourism Bureau
  • Saratoga Springs High School Athletic Teams
  • Mechanicville High School
  • Boy Scouts of America
  • Saratoga Springs Lions Club
  • The Wesley Community


The Same Old Story Doesn't Cut It

If there is a common theme that always emerges in numerous discussions I’ve had with business leaders, from CEOs to Entrepreneurs, it is the belief –their stated gut feeling, that “The old methods of marketing just don’t cut it anymore”. Despite that belief, many companies continue the same old strategy of how they interact with customers. To remain wed to past thinking on how to get peoples attention, attract them to your business and ultimately get them to buy something from you is to ignore the present-day realities. That reality is that the old rules have changed in answering the important age-old business question- how do I differentiate. It mandates some new thinking.

I believe like many others the solution is simple. Drive new profits by focusing on doing the hard work necessary to create unique value for individual customers and yes, employees. Employees ultimately deliver that value, in the form of distinctive & engaging customer experiences.

While the solution may seem simple, it really does require a change in traditional business thinking, and quite honestly a lot of hard work. Opportunities abound for those businesses who walk the talk when it comes to great customer experiences. If you’re open to this kind of thinking, I'd love to connect with you.

A Journey of Transformation Begins