Icehouse Coach

Craig Caminos

A solid growth strategy must focus its people and solutions on calculated risks and targeted market opportunities

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Craig Caminos


Craig has 28 years of experience in both the US and NZ, focused largely on commercial strategy and transformation.

He is an entrepreneur, strategist, general manager, advisor and board member. Craig works with start-ups and established companies to achieve product-fit-to-market, refine go-to-market strategies, and innovate the business model.

Craig’s work spans media and production, healthcare, GLAM and several IT ventures in the area of data management and AI. He co-founded and ran a software and professional service firm with exports to Australia and the UK. He later launched television channels for TVNZ, NBCUniversal and Mediaworks, and helped Te Papa jumpstart its digital innovation strategy.

More recently, Craig helped McCarthyFinch re-engineer the agile development process, streamline the CX, and build out its market proposition, before handling the due diligence during its acquisition by Onit (Houston). Recently, Craig also lead the business case on a large-scale, digital strategy for the Ministry of Health, now in development.


Areas of expertise

  • Commercial strategy 

  • General management 

  • Governance 

  • Business modelling 

  • Digital  innovation 


  • Ministry of Health 

  • Augusto Group 

  • TVNZ 

  • Mediaworks 

  • Te Papa Tongarewa 

  • Hasbro Toys 

  • US Postal Service 

  • McCarthyFinch 



Craig has been a dedicated and passionate supporter, a smart and considered advisor and overall, a great ear for me... through thick and thin!

Michelle Walshe
Founder of Augusto Group

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