Chief Brand Officer
Craig Annis is an accomplished senior executive with over 20 years of success within the sports, food and government industries. With an impactful leadership style, Craig successfully develops and grows capabilities and motivate others to get behind company directive and direction to create a positive effect on engagement and business growth. Craig leverages his extensive experience in the management of marketing, communications and corporate and government affairs while employing his articulate and professional communication style to build reputations, enhance brand awareness, resolve external issues, enhance employee engagement, and develop programs that move the needle. These tuned skills develop and execute strategies quickly and effectively, demonstrating a permanent global perception of an organization. Craig is proficient in acquisition identification, targeting and integration, and navigating the political system to gain support for company growth through government and partner incentives.
As the Chief Brand Officer of the United States Golf Association, Craig is responsible for shaping and growing the organization’s reputation, brand and voice through a fully integrated approach. Craig provides the leadership team with a strategic communications and marketing voice through creating engaging platforms for those who love the game to connect with the USGA’s programs, services and brands, as well as managing and defining the Association’s reputation through owned, earned and paid channels along with industry partnerships.
In addition, Craig contributes to the development of the organization’s operating strategy and yearly priorities. He oversees the Communications, Marketing, Content and Creative Services teams, leading communications and marketing efforts for the USGA’s 16 national championships, with an emphasis on the U.S. Open and U.S. Women’s Open.
Prior to the USGA, Craig had a distinguished 11-year career at Mars, Incorporated, where he held several senior roles including Global Vice President of Corporate Affairs with Mars Food, where he oversaw the function for the +$1.5 billion global division, working across 30 global markets to drive business performance and enhance brand reputation. Prior, Craig previously served as Vice President of Corporate Affairs, Latin America, Africa, India and the Middle East, where he helped the business established footholds in emerging markets where professional relationships with government officials and agencies were paramount, reputation with a growing consumer class was fragile, and trade deals between countries could make or break a business. With Mars, Craig also served as the Global Director of Corporate Responsibility, as well as the Director of Government & Public Affairs, North America.
Craig received his Bachelor of Arts Degree in Political Science from the University of New Hampshire. He is also a graduate of the IMD Business School’s Strategy for Growth Program.