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10 questions with… Craig Hepburn, head of digital transformation for Uefa

The media and marketing sector is ultimately about people. In this weekly series, The Drum speaks to professionals across the sector who are bringing something a little different to the industry and asks what little insights they can offer the rest of us. This week’s 10 Questions are answered by Craig Hepburn, Uefa’s new head of digital transformation.

What was your first ever job?

Working as a copy boy for the Daily Record Newspaper.

How did you fall into marketing?

I interviewed for the wrong job and they seemed to love the fact I didn’t actually know about marketing as I was a technology guy.

What piece of technology can you not live without and why?

My Garmin Active3 sports watch. It makes sure I don’t become the fat guy I was a few years ago!

Who did you have posters of on your wall of as a teenager? (You’re not allowed to say Phil Jones.)

Phil Jones and Oasis.

Biggest career achievement in your opinion?

Honestly, it’s been the opportunity to meet and work with so many incredible people and learn from them. My success is down to working for and with amazing people.

iPhone or Android?

iPhone without a doubt!

What’s the most annoying industry buzzword?

Digital transformation.

You’re caught in the most boring and tedious business meeting – do you walk out or do you endure it?

Always walk out!

You’re moving to Geneva for your new job with Uefa. What are you looking forward to most when you get there?

Watching my boys learn to ski and speak French.

Best piece of advice you’ve ever been given?

Mark Cuban once told me: “Most people think you have to be ruthless to be successful. I think it pays to be nice.”

Previous entries into The Drum’s 10 Questions With… series can be found here.

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