Originally training to be a journalist, he instead turned down a reporting role on a trade magazine and went with the more lucrative offer of a press officer role at Tesco. It’s proved a sensible decision – he went on to establish his reputation during a decade at Manchester Airports Group, and four years ago moved across the Pennines to Leeds-based Asda. There he leads a 13-strong media relations team – with external support from six agencies – with a further 12 working in community relations.

A considerable portion of his c£5m budget is devoted to the year’s most important time: Christmas. Asda has invested heavily in the quality of its own brand products and Craig’s team’s principle objective over the festive period was to communicate this to customers through the media.

Outside Asda, he and his partner own a sandwich shop – Broadbutties of Broadbottom – where Craig works every Saturday!