As Founder of A Friend of Ours, Craig brings over two decades of experience in brand strategy, strategic partnerships, and integrated programming. Throughout his career, Craig has managed over 1,000 partnerships with global retailers like Target, Amazon, and CVS, alongside entertainment collaborations with AMC, Regal, and A-list influencers like Kelly Clarkson and Gwyneth Paltrow. His work has helped scale brands through notable partnerships including BMW & The Bond Films, Vitaminwater & The Twilight Saga, and Mercedes-Benz & The Art of Elysium.
Craig’s expertise spans industries such as beauty, fashion, wellness, and entertainment, where he has built brands from the ground up and revitalized historic names. With a focus on delivering future-proof strategies, Craig excels in creating culturally relevant narratives that resonate with consumers while driving business growth. His leadership has been instrumental in several successful brand exits, including the acquisitions of Babyganics by SC Johnson and Vitaminwater by Coca-Cola.
Craig holds a deep passion for leveraging creativity to build meaningful connections between brands and their audiences. Craig also serves as an advisor to MKH Sports & Entertainment, providing valuable insights into talent partnerships, brand collaborations, and innovative market solutions, helping to elevate talent and athlete representation within the luxury and performance sectors.More...
Craig Grassi
Founder@A Friend Of Ours
Verified
As Founder of A Friend of Ours, Craig brings over two decades of experience in brand strategy, strategic partnerships, and integrated programming. Throughout his career, Craig has managed over 1,000 partnerships with global retailers like Target, Amazon, and CVS, alongside entertainment collaborations with AMC, Regal, and A-list influencers like Kelly Clarkson and Gwyneth Paltrow. His work has helped scale brands through notable partnerships including BMW & The Bond Films, Vitaminwater & The Twilight Saga, and Mercedes-Benz & The Art of Elysium.
Craig’s expertise spans industries such as beauty, fashion, wellness, and entertainment, where he has built brands from the ground up and revitalized historic names. With a focus on delivering future-proof strategies, Craig excels in creating culturally relevant narratives that resonate with consumers while driving business growth. His leadership has been instrumental in several successful brand exits, including the acquisitions of Babyganics by SC Johnson and Vitaminwater by Coca-Cola.
Craig holds a deep passion for leveraging creativity to build meaningful connections between brands and their audiences.More...