authentic digital’s Next Chapter: Craig Martin Steps Into General Manager Role
After almost 15 years of leadership at authentic digital, David Cranwell is stepping down from the General Manager role, with Head of Search Craig Martin stepping up to lead the business.
David has played an immense role in shaping authentic into the business it is today, building strong client relationships, developing trusted partnerships, and helping guide the team through years of growth and change. He will remain strongly connected to authentic as a fractional Principal Consultant, while continuing to maintain the partner relationships he has built over many years.
Craig’s vision for authentic and our clients
Craig’s transition into the General Manager role marks an exciting evolution for authentic.
It comes at a time when search, AI, and customer behaviour are changing rapidly, creating both new opportunities and challenges for New Zealand businesses.
With these shifts in mind, Craig’s focus is on helping clients navigate increasingly complex digital environments with a steady hand, clear foresight, and strategies that adapt alongside the market.
“There’s a lot changing in search, and the economy. I’m stepping into this role at a moment when you need both clarity and results, and that’s exactly what authentic is here to provide.” - Craig
Leadership shaped by years of running businesses
Craig’s confidence in leading clients through this next chapter is grounded in firsthand experience building and leading businesses through periods of significant change.
Before joining authentic, he founded and ran businesses across digital marketing, e-commerce, and agency services. He also spent years fully immersed in global tourism, an industry that demands adaptability, commercial thinking, and strong digital execution in rapidly changing environments.
Over the past several years as Head of Search at authentic, he has helped build a high-performing production team made up of talented Paid Search, SEO and content specialists while also developing trusted, long-term relationships with clients.
This combination of commercial leadership experience and client partnership positions him well to guide authentic and its clients through the opportunities and challenges ahead.
Keeping our strategy sharp: Introducing Laurie Turnball
With Craig moving away from day-to-day client delivery, we knew it was important to bring in another experienced search specialist who could maintain the same depth of expertise our clients expect. That’s why we’re excited to welcome Laurie Turnbull as a fractional Organic Search Lead.
Laurie brings more than 20 years of SEO experience helping New Zealand businesses grow online, from ambitious SMEs to major national brands. Most recently, he completed seven years as the sole SEO contractor to Foodstuffs, managing organic search strategy for both PAK’nSAVE and New World. This unique mix of enterprise and SME experience is a massive win for our clients. There is virtually no search challenge Laurie hasn't seen or solved.
What does this change mean for our clients?
While roles are evolving behind the scenes, our clients can expect a high level of continuity in the relationships, expertise, and strategic guidance they have come to rely on from authentic.
- Continued access to senior search and digital strategy expertise.
- A smooth transition, with David remaining involved as a fractional Principal Consultant.
- Added organic search depth with the addition of Laurie.
- The same high standard of communication, collaboration, and strategic delivery.
- A fresh leadership perspective that combines deep search expertise with firsthand business ownership experience.
Looking ahead
The next few years will bring significant change to how businesses attract customers online, and as authentic enters this next chapter, our focus remains on helping ambitious businesses adapt without losing momentum.
If you’d like to talk about where your business is heading, get in touch with Craig and the team. We’d love to help shape what comes next.
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