Armadillo Asks: Fiona Craig, Head of Planning and Strategy

We want to introduce you to the people who make Armadillo tick. So grab a coffee, settle back and say hello to Fiona…

Name: Fiona Craig
Job Title: Head of Planning and Strategy
Joined Armadillo: September 2018

Tell us something about you that might surprise us.
In my twenties I trained as a water-ski instructor.
In my thirties a learned to play the drums and joined a band.
In my forties I became a black belt in Taekwondo.

What inspires you?
Intelligence, wit and honesty.


What’s the best piece of advice you’ve ever been given?
Be the CEO of your own career.
I can’t even remember who said it, but I wish I’d heard it when I was 24. We’re all responsible for our own growth, development, motivation and satisfaction. Our managers and employers have a big impact, of course, but ultimately, it’s up to us to make things happen the way we want. You can’t outsource that responsibility.

What is your favourite word in the English language, and why?
Check out this TED talk from Carol Dweck on ‘The Power of Yet’.

Do you have a side hustle you’d like to share?
I run a record label, Supermarine Music. We sign, record and promote original artists from the South West. It’s small, but perfectly formed.

If you could turn any activity into an Olympic sport, what would you have a good chance at winning a medal for?
Endurance karaoke. It’s a thing in my world.

What songs have you completely memorized?
Many, many songs. So many that I think a large part of my brain is devoted to lyrics. My children seem to have the same skill. It makes me very proud.

What stat for your life would you most like to see?
The number of song lyrics I actually do know. Or how many intros I can spot in three seconds.

What are some small things that make your day better?
Laughing, thinking and donuts. Or any kind of carb, really.

What have you only recently formed an opinion about?
The health risks associated with 5G technology. This is a new one on me, and adds to my concerns on the unchecked, relentless and exponential march of tech.

What could you give a 20-minute presentation on with absolutely no preparation?
Music, Behavioural Economics and how to get two pre-teen boys off Fortnite and off to school in under 15 minutes.

What’s something you’ve been meaning to try but just haven’t got around to?
Ironing. I’ve heard it’s really good.

How would you describe what Armadillo does?
We find creative solutions to help manage the relationship between brand and customer.

Fiona describes what she does in 10 words or less:

I find the common ground between brands and their customers.

What’s the most inspiring part of your job?
Making sense of the opportunity and creating things that work.

What do you like most about your job?
People who are good at what they do AND fun to be around, having meaningful influence and being able to spend most of my time doing what I’m good at.

What are the three best things about working at Armadillo?
James, Chris and Andy. Seriously.

If someone is new to Bristol, what groups should they join?
I’d encourage both women AND men to check out Kerning the Gap. It’s a mentoring initiative designed to support more women reaching senior roles in the design industry. Not only does it provide exposure to the huge range of creative industries in the South West, but it’s a chance to cascade experience and drive much-needed social change.

What and where is Bristol’s hidden gem?
Mr Wolfs. Great live music, fab atmosphere, cheap shots.

If someone only had one day to spend in Bristol, what should they do?
Brunch in Primrose Café, walk across the Clifton Suspension Bridge (obvs), stroll around Clifton to check out the architecture, an early evening saunter down Stokes Croft for the bars and street art, tapas in Pata Negra on Corn Street, then round off the evening at Mr Wolfs.

Want more?

You can hear more from Fiona on Twitter or LinkedIn and follow Armadillo on LinkedIn, Instagram and Twitter.

If you want to dig a little deeper into the people at Armadillo head  back to our blog for more Armadillo Asks.