Craig Williams

Craig Williams is an experienced professional currently serving as the Senior Category Strategy Manager for Cider at The HEINEKEN Company since October 2019, where responsibilities include leading Off-Trade Cider strategy and channel strategy creation. Prior roles at The HEINEKEN Company include Revenue Controller, managing a team focused on promotional strategies, and Senior Customer Manager for Tesco, concentrating on Cider partnerships. Craig's career began at Mars, where various roles in category development spanned from Category Development Leader to Territory Development Manager. Earlier experience includes working as an Internal Account Manager at Aalco Metals Ltd. Craig holds a degree in Advertising and Marketing from Coventry University and an OCR Extended National Diploma in Media from Chelmsford College.