Founder and Principal : Art of Trade Merchant Services

Page updated: 2024-03-18

Founder and Principal - Contract | Jan 2000 - Feb 2017 · 17 yrs 2 mons | San Francisco Bay Area · Hybrid

Bill brings to the table extensive expertise in collaborating with small to medium-sized businesses (SMBs/SME's) to devise payment strategies that leverage cutting-edge technologies for optimizing revenue streams. His deep understanding of operations and resource management, combined with his technical acumen, positions him adeptly to provide tailored guidance on payment solutions specifically tailored for brick-and-mortar or e-commerce businesses. This proficiency ultimately led to his work being acquired by Sage Payments in 2017.

Art of Trade Merchant Services (ATMS) was a premier provider of electronic payment systems customized to suit businesses' unique needs. Bill specialized in optimizing payment processing costs while elevating customer satisfaction through the adoption of diverse payment methods. His comprehensive suite of merchant services included merchant accounts, cutting-edge equipment, processing solutions spanning various industries, and advanced customer retention tools. Backed by a team with extensive professional experience in both public and private sectors, his mission was to empower businesses to achieve their objectives through the implementation of industry-leading practices.

Bill has advised numerous small to mid-sized food, beverage, and entertainment venues. He has been contracted to write business plans and assist in concept development for organizations such as GoCar Tours, 2Nite Vodka, Longbar on Fillmore, Rusted Mule, Wayfare Tavern on Sutter, Heritage Oakland, InvisiPay (QR code payment platform) and many other brands and concepts. Additionally, he has provided consultation to various other small businesses on general operations issues and projects

Principal Business Consultant:

* Delivered small business consulting for retail and hospitality businesses.

* Services encompassed billing solutions and efficient payment processing at lower costs by 20%

* Dynamic gift card sales, and a range of revenue-boosting strategies.

* Staff sales training to empower retail team.

* Advised "Invisipay" on QR code payment integration in 2013 - retained by founder to incorporate QR code functionality into POS systems.

* Advised"The Beer Hall" for opening and operational guidance in 2013.

Over the span of numerous years, Bill successfully developed a substantial book of business. When approached by Sage for a potential acquisition, he recognized the opportunity to fully commit himself to a new venture. Consequently, Bill opted to focus his efforts as the Opening General Manager for China Live SF—a notable project boasting a 30,000 square foot multi-level establishment encompassing food, beverage, event space, and retail components.


Creative and excellent at producing viable solutions for businesses and people.

M.M., Founder & CEO

Bill is very good at identifying operational needs and implementing processes and procedures to meet these needs. The characteristic I admire most about Bill is his high level of integrity - a quality that speaks for itself.

G.A., Manager

Bill has been a long time volunteer at La Cocina, providing start up food businesses with amazing technical assistance. He can do it all when it comes to food - think through operation plans, help develop strategic vision, refine product lines for the most profitable, or help those that struggle more create a schedule to stay on track. He's an amazing mind - and fun to work with.


Bill in a gentleman of high integrity. My company, New Age Wine and Spirits, hired Bill to help us with our large account distribution, primarily with hotel and restaurant management groups. He went above and beyond the outlined scope of work to ensure that we were satisfied with the results. He added value to our brand awareness, distribution, and most of all, our bottom line. Bill comes highly recommended.

C.Z., Executive Director

It has been nothing short of fantastic working with Bill. We've gotten to work with Bill on implementing sales systems for La Cocina's online marketplace, running massive events like the Night Market two years in a row and launching our gala. Along the way he has always been kind, hard-working and clear of vision. He's one of our favorite people over here, and there's no way you won't feel the same way.