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Craig Wight

Ad Tech  Expert


A dynamic entrepreneur with 20+ years of experience combining strong creative, strategic, sales and statistical capabilities. Over the past 12 months I have taken up the position of Sales Director with SA's top Ad Tech company and have developed exceptional digital skills and knowledge across social platforms primarily Facebook and Instagram as well as getting certified across all Google disciplines. Strong educational background focused on marketing strategy, brand management, marketing research and business analytics. Demonstrates excellent interpersonal skills, leadership and ability to thrive in a customer facing role.

Significant proven successful experience in sales and marketing in a sales/commission-based role ideally in a media sales capacity to leading advertising agencies. Through my Managing Director and Sales Director roles I have established leadership credibility and ability to influence, develop, and empower a team to achieve their best and flourish

I have been in the SA advertising industry for over 20 years so I have a very strong professional network in place with senior agency contacts as well as relationships with top marketing decision makers at the largest companies and agencies

Work History

Jul 2015Present

Sales Director 

Popimedia Innovations (PTY) LTD
  • Head up a dynamic team of digital professionals selling Digital Media across Africa with Sales Turnover of R150 Million rand Annually.
  • As the only Facebook Marketing Partner in Africa we look after many major accounts including Unilever, Nestle, Take-A-Lot, Dis-Chem, KFC, MTN in South Africa and in Nigeria Sterling Bank, Stanbic and Zenith. We also look after the Publicis Group of companies as well as Mediashop, PHD, Creative Spark, Grey Advertising and a number of boutique digital agencies.
  • As leading Ad Tech company in Africa we sell Facebook, Instagram, Twitter and Programmatic Solutions to our clients.
  • I have taken up a leading role in offering e-commerce solutions driving performance across all social platforms
  • I have been at the forefront of digital retail solutions driving traffic in-store through social media platforms. Through the utilisation of retailers digital media assets, we have built a platform for suppliers to utilise retailers social assets as digital catalogues.
Jun 2014Apr 2015

Managing Director

Med2Go(Pty) Ltd
  • Launched the world’s first digital touch screen vending solution into SA by securing an exclusive agreement with Vendors Exchange in the US.
  • Head Landlord negotiations
    • Secured contracts with major Oil companies including Sasol, BP, Total, Caltex Freshstop
    • Secured contracts with Virgin Active and Planet fitness to create a vending machine health network
    • Secured contracts with Lanseria airport and major business parks including Standard Bank
  • Head Sales and Marketing
    • Managed relationships with advertising agencies and other partners. Major clients included Adcock Ingram, Reckitt Benckiser, GSK, L’Oréal
    • Versed in high-level sales presentations, customer service, account retention and negotiation/closing skills
    • Worked with Marketing Analytics team to analyze results of programs to provide recommendations for future activities
    • Stayed on top of industry trends, events, new technologies, unique opportunities
    • Managing customer relationships.
  • Head Operations
    • Responsible for the installation, set-up and maintenance of all 30 vending machines
Jul 2012Apr 2014

Managing Director

Graffiti Digital(Pty) Ltd
  • Secured the AM Screen agency from the UK for South-Africa
  • Responsible for the formation of Graffiti Digital within the Graffiti holding
  • Versed in high-level sales presentations, customer service, account retention and negotiation/closing skills
  • Networked with a wide range of stakeholders.
  • Head Landlord negotiations
    • Secured contracts with all major Oil Companies to install screens in garage forecourt shops including Shell, BP, Total and Caltex Freshstop.
    • Secured contracts with over 100 pharmacies to have screens installed on counters including major groups such as Link Pharmaceutical Group.
  • Head of Sales and Marketing
    • Major clients included Times Media, Eskom, Unilever, Posterscope DSTV and Vodacom
    • Co-ordinated company representation at relevant conferences and exhibitions.
    • Guest speaker at national Forecourt conferences 
    • Managed the creation of presentations templates, one-sheets, case studies, e-newsletters and other internal external marketing collateral
  • Head of Operations
    • Controlled the full deployment of 500 screens across both the convenience and pharmacy networks
Aug 2006May 2012

Managing Director

Primedia Unlimited Middle East
  • Spearheaded the launch of Primedia Unlimited into the Middle East
  • Accomplished in high-level sales presentations, customer service, account retention and negotiation/closing skills
  • Networked with a wide range of stakeholders.
  • In charge of all landlord negotiations to secure media space securing contracts with all major mall groups across UAE, KSA and Kuwait including the MAF Group and Al Futtaim.
  • Headed up Sales and Marketing – For the first 3 years I was the only salesperson in the organisation and by 2009, the company had an annual turnover of R5, 000,000.
  • Prospected for new business opportunities.
  • Stayed on top of industry trends, events, new technologies, unique opportunities
  • Managed the creation of presentations templates, one-sheets, case studies, e-newsletters and other internal external marketing collateral
  • Major clients included Unilever, Procter & Gamble, Reckitt Benckiser, Beiersdorf, Johnson & Johnson
  • Headed up media innovation
    • Launched brand testers for activations in mall washrooms
    • Launched fashion frames – Digital frames in top fashion houses change rooms in UAE
Jan 2006Jul 2006

Head of Strategy

Primedia Unlimited
  • Main role was to strategically align all the companies including Wide Open, TLC, Forecourt Media, Primall and Prime Stars to fit in with the Unlimited strategy.
  • Produced professional marketing materials that helped the business to achieve its ambitious growth targets.
  • Ensured a collaborative network across the business in order to achieve business objectives and ensure effective marketing campaigns were implemented in the business units. 
  • Developed and aligned marketing plans to segment and channel strategy and executed relevant marketing activities to support implementation.
  • Developed stellar presentations which clearly communicated marketing strategy campaign ideas
  • Ensured that brand communications were implemented to strict guidelines.
  • Headed up all marketing research requests and through the research tool TGI and assisted with all major client pitches
Aug 2004Dec 2005

Media Strategist

TBWA-Hunt Lascaris
  • Head of media strategy for Standard Bank account
  • Was responsible for budgeting, concept, planning, buying and execution across all the divisions including brand campaigns, credit card, asset finance, sports marketing and PR campaigns in unison with Magna Carte
  • Provided input into the budget process and operated within budget whilst ensuring effective control of costs to optimise cost efficiency.
  • Cultivated and managed objective working relationships with a variety of stakeholders, including customers, SME’s, project managers and senior staff members.
  • Took part in group brainstorming sessions
  • Ensured that brand communications were implemented to strict guidelines.
  • Campaign tracking, measurement, evaluation and reporting on all activity
  • Sourcing and securing sponsorship deals
  • Carried out market research
Jan 1995Aug 2003

Managing Director

Graffiti(Pty) Ltd
  • As MD of the business I was responsible for all the day to day functions of running a media and product business including the sales, marketing, operations and finance roles.
  • Head media innovation
    • Launched the concept of the branded student car
    • Launched the branded Smart Car concept together with the student brand ambassador program
  • Head of Sales and Marketing
    • Led a team of 20 account executives across both the vehicle graphics production teams and the media teams
    • Lead brainstorming sessions with sales account management teams 
    • Major clients included Imperial, Super Group, Barloworld, Albany Bakeries, SA Post Office, XPS


Jan 1998Dec 2001


University Of Hull UK

Major Subjects:

Strategic Marketing Planning, Analysing SA Consumer, Marketing Research, Brand Management, Financial Information & Control, Marketing Decision Support, International Strategic Marketing, Strategic Management & Business Policy, Strategic Marketing Communication, Executing Strategy, Services Marketing

Jan 1992Dec 1994

Bachelor Of Commerce


Major Subjects:

Accounting 3, Legal Theory 3, Business Administration 2


Facebook Marketing

Having worked across major FMCG and E-Commerce clients my knowledge of the platform is top notch

Google Search and Display

I am certified across all Google Disciplines

Out-of-the Box Thinker

''Disrupt or be disrupted. Disrupt or die''. 

Marketing Strategy

Development of business strategy and market expansion through new customer acquisition


Ability to work in a fast paced and evolving sales environment with strong results driven mentality.

Media Strategy

Thorough understanding of the full media mix encompassing all forms of traditional, digital, mobile and promotional media  

Business Development

Analyse important industry market intelligence in relation to market trends and future product development

Public Speaking

Regular guest speaker at conferences 


Systematic and analytical approaches to marketing decision making within modern day enterprises.

Business Analytics

Good understanding of methods to assess marketing ROI.

Financial control

Financial mathematics and accounting 

Convenience retail

Extensive knowledge of the convenience Forecourt retail market

Pharmaceutical retail

Convenience OTC retail solutions