Craig started his career as a marketing graduate trainee at Thomson Holidays (TUI). Craig then joined Virgin as a Product Manager in their fledgling rail business, and after launching thetrainline.com, he became Sales & Marketing Director of Virgin Trains.
He joined John Lewis in 2008 as Head of Brand Communications, became Marketing Director in 2010 and joined the main board as Customer Director in 2015, leading 600 people across all aspects of the end-to-end customer proposition and taking responsibility for all digital channels and a £2Bn P&L.
He presided over an overhaul of the retailer’s customer & marketing strategies and led on digital transformation. The brand went from strength to strength under his tenure, and perhaps most famously, he moved the John Lewis brand to a more emotionally connected positioning. Their marketing campaigns became the benchmark for effectiveness, driving brand success and market-beating commercial performance, as well as numerous awards including multiple Cannes Creative Lions, the Cannes Lions Effectiveness Grand Prix, the Marketing Society Brand of the Year twice, the Marketing Society Award for Long Term Marketing and the only brand to ever win the much-coveted IPA Effectiveness Grand Prix twice.
In 2020, John Lewis was voted Campaign magazine’s Advertiser of the Decade, and won a Gold IPA Effectiveness Award for a decade of outstanding marketing effectiveness. In 2018, he led the rebrand of both John Lewis Partnership brands to become Waitrose & Partners and John Lewis & Partners, putting the business’s much-admired staff right at the heart of the customer proposition. After 12 amazing years, he decided it was time to move on and left the Partnership in 2020.
In 2021, Craig founded his own consulting business, advising a range of organisations in the retail, digital and marketing sectors. Then in June 2022 he joined Sage, the UK’s biggest tech business, as EVP, Global Brand & Integrated Marketing where he leads on the development, implementation, and optimisation of brand & marketing strategy across Sage globally.
Craig has also been non-executive global Chair of the Marketing Society since 2018. He leads the Board and governance committees and works with the Executive team to develop the organisation’s global strategy, as well as being a speaker at key events.
Outside of work, Craig is generally busy with his four kids in west London and loves cooking, running, golf and snowboarding.