i've been where you are.
operator first, consultant second.
Michael Craig
Electrical engineer turned senior marketing operator. 15+ years driving growth, brand launches, and turnarounds at PepsiCo, Harman, and Primo Brands. Early career wiring at P&G and Unilever.
Fortunately or unfortunately, the engineer in me never left. I just traded in my steel toed boots for iron clad briefs (yes, this line did make me very proud).
Most consultants chase symptoms. I'm trained to trace the fault back to the root cause. I bring rigor, pattern recognition and hard won commercial judgment to the three questions that actually matter: what the business is really selling, who it should be selling to, and what has to be true for those people to buy.
credentials
bubly
$125M
Launched from zero to $125M in the first 18 months. Super Bowl campaign with 3B+ impressions. Webby Award + ARF David Ogilvy Award.
saratoga
+57%
Repositioned and reignited the brand, driving +57% growth through branded partnerships and audience led strategy.
JBL
#1
Drove JBL to the #1 global portable speaker brand through cultural integration, social demand, and distinctive storytelling.
fix the brief in front of you. that's how the bigger rebrief actually happens.
why we take the work
Each engagement is proof of a bigger argument: marketing doesn't have a creative problem or a budget problem. It has a brief problem, and therefore a strategy problem, at the project level, the organizational level and the industry level at once.
start with the brief in front of you.
Request a diagnosis and it starts with a short intake call, no prep required on your end.