Craig Swayne

Background

About Craig Swayne

I started out as a music producer and remixer, working with artists like Beyoncé, Jennifer Hudson, and Britney Spears. After a few years in that space, I shifted gears into social media and launched FAB Rugby - a platform built to make rugby fun, accessible, and genuinely engaging for younger fans. With FAB Rugby, I created a brand that spoke to non-traditional audiences and actually made rugby feel exciting for Gen Z. That led to partnerships with Premiership Rugby, England Rugby, and BT Sport, plus some brilliant conversations with top players from across the game. After three years growing that platform, I joined BallCarrier, where I shaped the brand’s tone and voice across social. We grew fast on TikTok, built a tight-knit Instagram community, and found new ways to tell rugby stories that felt fresh. In 2022, I joined The Good, The Bad & The Rugby and The Good, The Scaz & The Rugby, leading content and brand strategy through some huge moments - RWC 2023, two Six Nations campaigns, and a whole lot more in between. Now, I’m Head of Social at Platform Media. I look after a bunch of brilliant brands and shows—like The Buckleys, Jason & Osi, Making A Scene, Football’s Greatest, Good Bad Rugby, and others—working across strategy, content, and creative to grow audiences and keep things interesting. I lead an incredible team, and together we- Build social strategies that actually align with the bigger picture - Create platform-first content that cuts through - Keep a close eye on what’s next—whether that’s platform shifts, creator trends, or audience behaviours - Use data in a way that actually means something I also make sure the wider business stays plugged into what’s happening in the social space—translating trends, platform updates, and creative shifts into real opportunities. Big on collaboration, ideas with purpose, and keeping things fun without losing sight of the goal.