Craig’s career journey into digital leadership is rooted in nearly two decades of hands-on experience across technology, web development, print production and design-focused roles. Since joining IGNIFI in 2019, he has combined deep technical knowledge with a practical understanding of creative delivery, allowing him to translate complex digital requirements into seamless, high-quality outputs. His background gives him a unique ability to see both the detail and the bigger picture, ensuring ideas don’t just look good but they work in the real world. Craig recently brought a patient-centric event experience to life in oncology, using smart, interactive tech to turn passive content into active engagement with HCPs. The iPad-based experience captured real-time responses and insights, helping teams move beyond static data to more meaningful, measurable conversations with oncologists.

Starting at IGNIFI as a design and production project coordinator, Craig quickly became the vital link between client services and the studio, bridging conversations between strategy, creativity and execution. His collaborative approach and calm problem-solving style mean he’s often the go-to person for guidance on digitally led materials, helping clients and colleagues navigate platforms, formats and technologies with confidence.

Craig is passionate about the ever-evolving digital landscape, and the role technology plays in shaping impactful communications. This extends beyond IGNIFI, including serving as a judge for the PM Society PMi Awards, reflecting both his expertise and his commitment to championing innovation and quality across the healthcare industry.

Leading IGNIFI’s digital offering, Craig guides clients in embracing innovation and technology to transform their audience experiences. He advises on the latest digital advancements, including AI, and their implications for healthcare communications and compliance, helping clients leverage emerging technologies to optimise omnichannel strategies, personalise engagement, and deliver measurable impact.

Craig works closely with clients to understand the nuances of their organisations, systems, and ways of working, taking a tailored approach rather than a one-size-fits-all solution. He provides strategic guidance across the full spectrum of digital, from end-to-end strategy through to delivery, helping clients optimise platforms such as Veeva, Drupal, Acoustic, ReactJS, Canvas, and Adobe Campaigns. His focus is on connecting technology with business objectives, ensuring digital initiatives are aligned with organisational goals, patient-centric outcomes, and long-term value. Craig helped a rare disease client unlock the full potential of their existing tech stack, guiding them from “where do we start?” to building personalised omnichannel HCP journeys. By demystifying the infrastructure and tackling the hands-on details, he played a key role in boosting Veeva opt-ins by 400%

Craig drives innovation across IGNIFI’s digital offering, keeping the agency up to date with emerging trends and technologies while fostering a culture of continuous learning and upskilling. He ensures that strategy and creativity come together, enabling clients to benefit from forward-thinking, digitally enabled solutions that position them at the forefront of healthcare communications. And if you haven’t spotted him already, keep an eye out for Craig’s wider work as an active member of the PM Society’s Digital Interest Group. He’s right at the heart of the conversations shaping how digital powers customer engagement excellence – he somehow manages to pop up everywhere at once.