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Confessions of a Tech Sr Director: From Driving A Snow Mobile to Collaborating with Micro-Influencers

Learn about Craig Smith, Senior Director - Integrated Marketing from Micron Technology as he lets us know his favorite season, preferred campaign tactics, and more.

Do you like to go shopping in-person or online? What about marketing, do you prefer brand awareness or performance? In this series, we get to know past Insider Summit attendees and ask about their work and personal preferences.

Craig Smith, Senior Director - Integrated Marketing from Micron Technology:

  • Driving a Snow Mobile or Show Tubing Driving a Snow Mobile: I experienced it for the first time at the Performance Marketing Insider Summit in Park City last December and absolutely loved it.

  • Beach or Mountain: Having lived in Idaho for the past 5.5 years, I've come to deeply appreciate the stunning mountain scenery and amazing hiking opportunities. However, when it's time to escape and unwind, nothing compares to a day at the beach.

  • Micro-influencers or Macro-influencers: I love collaborating with Micro-influencers because it often begins naturally through a connection on one of our social media channels, resulting in more relatable content for our customers and target audiences. Ideally, you want to work with people who truly love your brand and products, rather than being paid to love them! At Crucial, we are also lucky to work with a few Macro-influencers who have been long-term advocates of the brand, allowing us to enjoy the best of both worlds.

  • Morning Person or Night Owl: Morning person. Coffee, workout, and I’m ready for a good day!

  • Long-term Partnerships or One-off Campaigns: Long-term partnerships are incredibly valuable. Similar to my earlier point about influencers, building genuine, long-term relationships often leads to better results.

  • Instagram or YouTube: Instagram is a great source of inspiration for me when it comes to discovering the best ways for brands to present themselves.

  • Winter or Summer: Summer. Being originally from Scotland, where sunshine is a rare treat, I've come to appreciate warm, sunny weather more than most!

If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.

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