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Craig Wight

Business Development and Ad Tech Expert


With a career that has spanned from creating my own business Graffiti at the age of 26 and selling that to Imperial to heading up the sales operation for SA's largest Ad Tech company, looking after many of SA's biggest digital spenders I am now ready for the next step of my career.

When I launched my digital career with Popimedia 3 years ago,  I had very little digital knowledge but I came from a very strong media background and straight away I could see how digital and traditional media were being planned in different silos. So my strength off the bat was to help traditional marketers understand the impact of digital and bring this new way of thinking into their organisations. With Popimedia being the largest Facebook Marketing Partner in Africa I have had the privilege of working with over 20 of SA's largest digital spenders and have worked across many different verticals including financial services, FMCG, automotive and most importantly retail. 

It is the retail vertical where I have really put all my effort into over the past 2 years. My clients include Dis-Chem, JD Group,  Game, Dion Wired, Netflorist and Food Lovers Market. Not only have we transformed their approach to Facebook marketing but have played a massive role in working with their teams to change the way they work with Suppliers by launching digital initiatives to drive sales both in-store and online

So I still feel like I am at the beginning of my digital journey and the biggest learning I have made in becoming the top Facebook expert in South Africa is that this landscape is so dynamic that it keeps changing every 6 months. To this end I have become one of the top digital analytical guys in the business through Google and Facebook Analytic certification. I have also completed the latest courses in data analysis  and UX through UCT and plan to embark on my second masters later this year in business analytics.

Ideally I want to take my experience of having launched successful  businesses combined  with my strong digital and media knowledge and build the best digital team in SA. 

Work experience

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 R300 Million Annually.
  • With the company being acquired by Publicis, I was tasked with changing the revenue model from an agency based revenue model to a client direct model. Within 2 years this was achieved with a 200% increase in revenue
  • As the only Facebook Marketing Partner in Africa we look after many major accounts including Unilever, Nestle, Dis-Chem, Game, Food Lovers and Telesure in South Africa and in Nigeria Sterling Bank, Stanbic and Zenith. We also look after the Publicis Group of companies as well as Mediashop, VML 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.
  • Involved in the first lead integration with Call Centre in 2016 with Facebook Leads Team and Dial Direct.
  • The major client growth that I have driven has been the acquisition of major retail chains including Dis-Chem, Game, DionWired, Food Lovers and the JD Group. These clients were spending individually less than R200,000 per year when they joined Popimedia and Facebook now commands the majority of their digital spend with some retailers spending in excess of R16 Million Rand annually on the Facebook platform driving both e-commerce and feet in-store.
  • I have been at the forefront of digital retail solutions for retailers suppliers through the  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 resulting in trade budgets shifting dramatically from print to digital.
  • Through offline conversions, I was instrumental in the creation of RetailSmart and AudienceSmart to build new audiences for personalised marketing through offline data integration. This was a retail beta project with the International Facebook team.
  • I have also set up the first social dynamic ad re targeting platforms for these retailers through Facebook beta projects.
  • I present frequently at major conferences on many digital topics with one of my key topics over the past 12 months being the digital influence on retail decisions.
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
  • Bought the family business and built it up into one the largest graphic production companies in SA
  • 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.
  • Business sold to Imperial Holdings
  • 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
    • Major clients included Imperial, Super Group, Barloworld, Albany Bakeries, SA Post Office, XPS


Jan 1998Dec 2001

M.B.A in Strategic Marketing

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


Data Analysis

The University of Cape Town

GetSmarter 100 Hours Course Data Analysis


User Experience Design

The University of Cape Town

GetSmarter 100 Hours Course UX

Additional Work Experiences

July 2018 -Tel Aviv Innovation Tour with Leading Clients visiting top tech companies in Tel Aviv

May 2018 - F8 and Facebook Marketing Partner Round tables at Facebook HQ San Francisco

September 2017 - Amsterdam Innovation Tour with Leading Clients visiting top tech companies in Amsterdam



Competitive Triathlete

Mountain Biking

Ex Provincial Tennis Player


Janey Pillay  Head Digital Dis-Chem -

Rohenie Naidoo - Nedbank Digital -

Ahmed Gangat - Head Digital Game Stores and Dion Wired -

Ronelle Hendriks - Head Digital Gamefinity -

Owen Williams - MD Init Media -

Andrew Kramer - CEO Ad Colony -

Simone Frost - Head Digital Upstream Telesure Group -

Barend Le Roux - Marketing Director MotorHappy Imperial Group -