Craig began is career at PepsiCo in 1974, running Pepsi’s business in Japan. He then ran much of Pepsi’s international business over the next ten years, before spending 15 years as CEO of Pepsi’s North American business and the Worldwide beverage business. He finished his PepsiCo career as the founding Chairman and CEO of the Pepsi Bottling Group. He is a Trustee of Arizona State University and sits on the Advisory Council of Saint Vincent de Paul. He previously served as a director of Macy's, Starbucks, PepsiCo., Tuskegee University, and Carnegie Hall.