Craig is the co-founder of FATHOM+HATCH, a consumer and cultural insight, brand strategy, and innovation consultancy. He also works as a lead marketing strategist for Cloudstreet. 

Craig’s left-to-right-brained career began on Wall St. doing cutting-edge financial engineering on the Swaps Desk at Goldman, Sachs. He then spent a summer with Deutsche Bank Berlin evaluating former East German companies for reconstructive loans after German Reunification. He spent 4 years with McKinsey & Co, executing reengineering and strategy assignments in Germany, Spain, Slovakia, Russia, San Francisco and Vancouver. Craig went client side as head of Strategy and Business Development for Universal Music, structuring major deals for Shania Twain and the family of Jimi Hendrix, evaluating music marketing effectiveness, and driving much of the post-merger integration work after the purchase of Polygram made Universal the largest music company in the world. Craig moved into marketing consulting with pioneering cultural-trend based marketer Faith Popcorn, rising to become head of Consumer Strategy. After four years, a small group of colleagues left the firm to found FATHOM+HATCH, which has done global strategy and innovation work for the likes of Harley-Davidson, Mars, Verizon, Pfizer, Stellantis, Spotify, Samsung, Paramount and Apple. 

Craig has an AB in Economics and German from Dartmouth College, and an MBA/International MA from the Lauder Institute / Wharton School, University of Pennsylvania.