Craig is a partner in McKinsey’s London office and a leader in the firm’s Growth, Marketing & Sales Practice. He specializes in helping clients in the high-tech, telecommunications, and media sectors achieve growth through innovative marketing and sales strategies. Craig has deep expertise in advertising, media networks, and digital transformation, and he works with clients to navigate the rapidly evolving advertising ecosystem
Craig collaborates with retailers to design and scale media networks that enable them to compete effectively in the digital advertising space. He also advises agencies, technology firms, publishers, and brand advertisers on adapting to shifts in consumer behavior and the resulting implications for the broader advertising landscape. His work spans strategy development, operational improvements, and capability building, helping clients stay ahead in a dynamic and competitive market.
Before joining McKinsey in 2020, Craig held leadership roles in marketing, product management, and digital advertising across several global organizations. He also founded and successfully exited a digital advertising agency. Craig began his career in the military, where he gained valuable leadership experience.
Outside of work, he is an avid painter and adventurer, having recently climbed to Mount Everest Base Camp. He holds degrees in engineering from the United States Military Academy at West Point and the University of Pennsylvania, as well as a finance degree from the NYU Stern School of Business.