Craig is the Head of Brand and Marketing at The Anfield Wrap, a fan led media company that shares the experience of supporting Liverpool FC through its podcasts and videos, and works with brands like adidas, Peloton, Lucozade and Erdinger to help them connect with football fans.
He joined in 2017 as the company’s first marketer, diagnosed the brand and wrote TAW’s first marketing strategy with no budget – increasing subscriptions by 50% within 18 months, helping build a global community that has become more than a podcast and helped the business become profitable.
Craig has a track record of writing concepts and executing campaigns that have influenced fan culture within football, reached and resonated with supporters all over the world on low budgets and often connected with the players and manager themselves – with no agency help.
As part of the leadership team, his work has aimed to reshape how people see the podcast and fan media categories – with work that has included a Jürgen Klopp documentary with over 1 million views, truly viral campaigns around moments in LFC’s title win and leading work with Nivea Men that become the company’s most viewed piece of content ever.
Craig has also toured across four continents with The Anfield Wrap – appearing on stage at live shows in front of crowds of up to 2,000 people.
He is someone who enjoys pushing the boundaries of what might be expected, encourages calculated risks and will always see opportunity in constraint. Craig is a leader who is consistant in demonstrating his own values every day and because of that people trust him, they buy into his outlook, his ability both to have ideas and crucially bring them to life.
Outside of work, Craig loves electronic music, travelling at every opportunity and more than anything laughing about nothing with his three year old son Arlo.
