Bill Yates is the Chief Consumer Officer & Chief Marketing Officer of GreatCall, Inc, the leader in connected health for active aging.  In these roles, he leads the company’s growth efforts within the Consumer market, as well as the strategic direction of the GreatCall brand.  Bill joined GreatCall in 2007, and has been the driving force behind the company’s Consumer vision, successfully transitioning the venture capital-funded startup into a national leader in mobile health and safety. Bill has led the sales, marketing and brand teams in building the company’s value proposition, channel systems and robust product portfolio, including: Jitterbug Smart and Flip, Lively Alert and Wearable, as well as a suite of health and wellness services, including 5 Star Mobile Medical Alert, Urgent Care and GreatCall Link. Bill is a highly strategic leader with more than 17 years’ experience in creating, developing and expanding marketing strategies for companies ranging in size from Fortune 100 companies to early start-ups.  Prior to joining GreatCall, he served as Sr. Director of Marketing for Bell Mobility, one of Canada’s largest wireless carriers. Bill holds an MBA from Wilfrid Laurier University and was named one of San Diego’s Top 40 Under 40 for outstanding leadership and business results.