Simpactful is thrilled to announce the addition of Craig Musgrove as a Senior Consultant, enhancing the firm’s sales, go-to-market, and transformation expertise. A seasoned leader with nearly 30 years of experience, Craig brings an exceptional track record in sales, transformation, go-to-market and cross-functional leadership within the Fast-Moving Consumer Goods sector, including Snack and Beverage categories, as well as in Retail Technology. He has operated effectively in large multi-national companies as well as PE-backed ventures.
Craig’s experience includes 20+ years at PepsiCo, primarily within the Frito-Lay division, serving as SVP Sales for Frito-Lay North America, accountable for a $9 billion revenue business; SVP Transformation; Region Vice President, with P&L responsibility and direct oversight of 2,000 employees; and multiple other roles spanning execution, strategy and customer leadership. Craig was also Chief Sales Officer at Borden Dairy Company, a $1 billion+ Revenue PE-backed company, as well as the Americas Managing Director for Trax Retail, a global technology company.
Craig’s deep expertise spans all retail trade channels, including eCommerce, and encompasses significant experience with go-to-market strategies and Direct Store Delivery (DSD) systems. While delivering industry-leading revenue and share growth, he has a unique ability to also expand margins, simplify processes, collaborate across functions and foster a positive culture within high-performing teams.
Craig resides in Dallas with his wife, Cindy, his daughter, Daniella (12), and son Lucas (9). He enjoys spending time with his family, traveling, cooking and playing golf.
At Simpactful, Craig will apply his strategic and operational acumen to help clients navigate the ever-changing customer and competitive landscapes to solve hard problems and drive high-impact change. “I’m excited to join the Simpactful team and work with clients to solve their most pressing business challenges. I look forward to leveraging my experience to drive growth and create value for Simpactful’s clients,” says Craig.
Jill McIntosh, Simpactful Senior Partner, expressed her enthusiasm for Craig’s arrival, “Craig’s blend of experience in leading sales transformations, managing large P&Ls, and executing strategic plans within Food & Beverage and beyond make him an invaluable addition to our team. His insights and hands-on leadership style align perfectly with Simpactful’s commitment to delivering actionable, results-driven solutions to clients of all sizes.”
Looking to Drive Transformation and Growth? Simpactful can help!
With Craig Musgrove’s addition, Simpactful continues to strengthen its team of industry experts, ready to support clients in achieving their sales, go-to-market and transformation goals. For more information about Simpactful’s capabilities, or to discuss how we can assist your business, contact us at contact@simpactful.com or 925-234-6384. Visit www.simpactful.com to learn more.
