John Craig
Product & Strategy Leadership
Experience
Product & Strategy Leadership
Glenevis
- Built and now operate a Direct-to-Consumer e-commerce brand, integrating Shopify, Fulfilment, Meta and Google Ads (2025)
- Developed IoT Strategy and then Solutions for Giesecke + Devrient (2021-2024)
- Project Lead for a Design House developing an IoT Device (HW/SW) using Agile (2025)
- Coaching start-ups and teaching students on Product Management and Leadership
- Broader interim support and advisory work to around 10 start-ups and CEOs, covering Products, Marketing, Sales, Pitches, and more
Manager of Products, Marketing & Campaigns
Telefónica (o2) Germany
- Project and product lead for o2 More Local, Germany’s most successful location-based advertising solution, used by most major consumer brands
- Led go-to-market and full product ownership for o2 Get, a personal data rewards service created in partnership with start-up People.io
- Delivered solutions from concept to market, covering legal, privacy, vendor integration, and dual B2B/B2C launches
Director of Automotive Product Management
Intermap
- Engaged with most of the top 10 global automotive OEMs and their Tier 1 suppliers
- Led product positioning and trials for 3D Roads, a high-precision dataset acting as a digital sensor of the road ahead
- Sole author of the Map Data for ADAS chapter in the Springer Handbook of Intelligent Vehicles, at BMW’s invitation
VP Product Management and Marketing
Destinator
- Managed up to 100 development and QA staff in China and Israel, delivering both core and customer-specific navigation systems
- Navigated cross-cultural challenges with frequent work in Asia and the Middle East
- Stepped in as interim CTO, representing the company to investors and potential acquirers on product and technology strategy
VP Product Management and Marketing
Cambridge Positioning Systems
- Led product strategy and positioning after CPS’s exit from the US E911 programme, focusing on technical differentiation and market fit
- Created and launched the first commercial deployment of CPS technology by coordinating eight partners into a single asset-tracking solution
Product Management Roles
Ericsson
Held a series of product and leadership roles during the global rise of GSM
Based in four countries, signed off on major network deals, drove business transformation, secured multi-€100M contracts, and presented technology and product strategy to operator boards
Helped shape Ericsson’s early Mobile Internet initiatives and led two of its first internal Innovation Cells as part of a corporate push to stimulate new ventures and spin-outs
Built foundation in mobile, product, and operating under pressure
Summary
I have a strong track record in both B2B and B2C, working across mobile networks, services, and devices, as well as geolocation, mapping, IoT, mobility, and personal data. Beyond core product roles, I’ve shaped strategy, guided startups, mentored teams, and bridged the gap between technology and market realities. I’ve managed hundreds of product launches, most successful, and I’ve learned just as much from the ones that weren’t. I now apply that experience to building products and getting customers to buy them.
Languages
Education
Heriot-Watt University
Master of Engineering, Electrical and Electronic Engineering · Electrical and Electronic Engineering · Edinburgh, United Kingdom
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