Craig McCaffery
Chief Operating Officer


Craig is responsible for the global operations of Vee. His extensive international leadership experience has been focused on developing best-in-class creative and consulting businesses providing outstanding client service and driving profitable revenue growth. He leverages his entrepreneurial spirit and instinctive ability to identify and commercialize valuable ideas, employing strategies that maximize organizational capabilities, operations and team performance.

Professional Background

Prior to joining Vee in 2019, Craig was COO of Frost*Collective, one of Australia’s leading and largest independent creative groups, focused on delivering real and enduring results for clients through human-centered design. Clients included Qantas, Woolworths, AMP, Sekisui, Orica, Knight Frank, Lendlease, and Commonwealth Bank. Previously, he served as COO of Sterling Brands, a leading brand consultancy headquartered in New York with offices in San Francisco, Los Angeles and Cincinnati, and clients that include Disney, ESPN, GSK, IBM, Kraft, Levi’s, Microsoft, MTV, Nike, Pepsico, Procter & Gamble, Unilever, Visa, and Walmart. Craig led the commercial transformation of Sterling from an independently owned agency which resulted in its sale to Omnicom Group. In addition to agency roles, he spent over a decade with Ricoh Corporation in Marketing & Managing Director roles in London, New York, Toronto, and Sydney.


Craig holds a Bachelor of Economics from Macquarie University in Sydney.