Craig Elston serves as Global Chief Strategy Officer for The Integer Group Network, spearheading the global development of strategic thinking in commerce. He also provides leadership to Integer’s connections strategy group, turning moments of receptivity into moments of conversion, and analytics capability that powers client growth opportunities.
Elston spent the vast majority of his career in integrated strategy roles marketing to shoppers across a broad range of business categories. A researcher by training, background, and inclination, Elston has a wealth of experience in marketing planning, consumer research, new business development, and the building of diverse strategic teams.
Before joining the Integer fold in October 2006, Elston served for 5 years in a sister Omnicom network, TEQUILA\, in London where he headed a large team of communication planners. There he also led TEQUILA\Connect, a separate consulting group dedicated to the planning, management, and measurement of total brand experience. Craig was a founder and Planning Director of Alphabet, a boutique integrated shop in London, and he also served a stint heading the account planning department of Brann Worldwide.
A full member of the UK Market Research Society, Elston is a regular speaker at industry conferences both in and outside of the U.S. and has published numerous papers on the changing world of shoppers.