Craig   Bida

Senior Fellow in Social Innovation

Academic Division
Areas of Expertise
​​Craig is a dynamic, seasoned executive with deep expertise in marketing, communications, strategy, and product and business model innovation. A disruptive change agent with a practical side, Craig draws on +20 years of experience across the private, public and non-profit sectors to help organizations succeed by creating simultaneous economic and social value.

Since 2010, Craig has been Executive Vice President of Corporate Social Responsibility/Social Impact at Cone Communications, a leading public relations, marketing and strategy consultancy. At Cone, Craig has led development of brand-building strategies and programs to deliver business and positive societal impact. He serves as strategic advisor to C-Suite corporate, non-profit and social enterprise clients on purpose-driven branding, strategy development and activation, strategic partnerships and integrated marketing communications. His clients have included FedEx, Disney, Hilton Worldwide, Purina, Charter, Kenneth Cole, Scotts, Green Mountain Coffee Roasters, Northwestern Mutual, the Hartford, Pernod Ricard, Oakley, Keds, Sperry Topsider, Lindt, Sierra Club, American Heart Association, American Cancer Society, USO, and Farm Aid.

Prior to Cone, Craig worked for +11 years in marketing at Procter & Gamble, where he had a range of roles including driving corporate innovation, managing major brands at the regional and global level, and leading shopper marketing across the full portfolio of Procter& Gamble brands at mass, grocery, specialty and online retailers. Craig was also involved in the company’s purpose driven branding efforts, creating Duracell Power Relief, a purpose-driven, social impact program supporting communities impacted by disasters.

Craig has +4 years of government experience, working for the City of New York, where he developed major housing and economic development programs and forged extensive public-private partnerships. He also has significant nonprofit experience, with service in roles spanning volunteer, board member and strategic adviser at organizations including MathPOWER, (supporting urban youth through mathematical proficiency), Iracambi (protecting Brazil's Eastern Atlantic Rainforest), Citizen Schools (providing expanded learning day in low-income communities), The Literacy Network of Greater Cincinnati (coordinating literacy programs with +100 provider agencies), and serving as a volunteer fireman in the Charlotte, VT Volunteer Fire Department.

Craig received a B.A. in English and an M.B.A from Yale University, and an M.A. from the University of Vermont, where he was a graduate teaching fellow. Craig speaks and writes regularly about corporate social responsibility, social business innovation, brand-building, cause marketing, purpose-driven branding and stakeholder engagement; he has guest lectured at institutions including Fordham University, Yale University, and Boston College.