Craig Elston

Craig is a strategist who’s spent the last three decades helping brands win the moments that matter, especially the ones that happen between “I might” and “I just did.” He currently leads the strategic planning and analytics teams at Mars United Commerce, where he partners with CPG brands and retailers to turn shopper behavior, cultural signals and data into practical growth strategies.

Before joining Mars United Commerce in early 2023, he spent nearly 20 years with Omnicom, including 15 at The Integer Group in Denver. His career there culminated as global chief strategy officer, leading strategic planning across 16 countries and a community of 100+ planners, equal parts compass, coach and occasional air-traffic controller. He later took a detour into the SaaS world as head of strategic services at Iterable, which sharpened his perspective on customer experience and the systems that power modern growth.

A researcher by training and a strategist by habit, Craig has authored numerous research reports and white papers, spoken at industry events globally and continues to publish work on evolving consumer and shopper behavior.

Born and raised in the UK, he holds a Master’s degree in Marketing from Kingston University. He lives south of Denver with his wife, Caron (a school teacher) and is the proud parent of two grown children pursuing post‑graduate studies.