Making growth count: Craig Smith’s winning account management strategy for the U.S.

Building great tech is only the beginning. How you keep making an impact and expanding into new markets is the upward journey of real, lasting success. Craig Smith is an expert at cultivating the kind of strategic wins that keep companies growing, with more than 25 years of experience across GIS, mobility, telematics and enterprise technology. Now TomTom’s Account Management Director for the US, we talked to Craig to hear his story and learn his secrets to making growth count.

Long before Craig became so well known in the geolocation and mobility world, he was a kid who loved to be active and keep himself moving. “I played just about every sport imaginable. If you could hit it, kick it, throw it or catch it, I was in,” he says. That energy eventually evolved into a passion for learning during college, where he discovered “the power of curiosity — not being intimidated by what I didn’t know, and instead being driven to go out, ask questions and find answers,” he recalls. That mindset became a throughline in his personal and professional life and ultimately led him to the field of technology. But it wasn’t a straight road to tech. “My career began in the entertainment industry, licensing movies and TV shows to broadcasters,” he says. “I spent over a decade with Paramount Pictures, where I learned the importance of relationships, trust and the fundamentals of selling…not to mention the ability to swim with sharks.” This was all valuable when the dot-com boom took off in the 90s and Craig decided to pivot. “I caught the startup bug,” he says. Craig joined a tech company and became COO, helping guide its growth until acquisition 17 years later. Entrepreneurship, he says, taught him grit and resilience. “Mistakes are essential to growth and what doesn’t kill you truly makes you stronger.” The experience also crystalized his love for building new businesses, teams and long-term value. Craig shifted that passion into the telecom world, where he fell in love with mobility solutions. That love has shaped his career ever since.

The perfect union: Coming home to TomTom

When the opportunity to join TomTom came up, the decision felt obvious. “Coming to TomTom felt less like joining a new company and more like coming home,” Craig says. His industry knowledge, relationships and understanding of key verticals “aligned perfectly with where TomTom is headed, making it the right fit at the right time.” Today, Craig is the Account Management Director for the US, with a focus on the company’s Enterprise business. “Title aside,” he says, “I see my role as fundamentally entrepreneurial.” He leads a team focused on expanding beyond TomTom’s traditional core, such as state and local governments, advertising, retail and real estate. There are more and more opportunities for these markets to benefit from increasingly advanced location tech. As Craig says, “TomTom has exceptional assets that create tremendous value in these areas, along with a strong roster of well-known customers to build upon.”

But if you ask Craig what he does, you might get his short answer: “I’m doing what I love most: building businesses and helping TomTom expand into high-potential growth areas.” Part of his excitement comes from the nature of location tech and its growing impact.

“Everything in our world either moves or needs to move, and that constant motion generates unbelievable insights that power innovation. Working in this space gives me a front-row seat to the future nd the chance to help build it at the same time.

Craig Smith

Account Management Director

Creating opportunity in a competitive US market

Navigating the US market requires strategy and precision, particularly in the enterprise and public sector markets. This is where building great tech isn’t enough. You must also build great partnerships. “I’ve always believed the fastest way into a new market is through well-placed partners who already have the relationships and can clearly articulate our value,” he says. This partner-first approach shortens time to revenue and helps the company scale efficiently. “Now with more investment and focus in these areas, we’re unlocking meaningful opportunities for growth,” Craig says. And as TomTom’s presence deepens, Craig sees how the next phase is taking shape: “we’ll start to selectively move up market in the verticals that offer the strongest ROI.” He’s working with a long-range vision. “As we nurture existing partners and add new ones, the impact compounds, creating a strong foundation for sustainable, long-term growth,” he explains.

It takes a certain kind of leadership

Craig has led teams through meaningful growth across industries, bringing a consistent approach. “My leadership philosophy centers on focusing energy on what we can control and not getting slowed down by what we can’t,” he says. One thing he prioritizes is really understanding the customer and finding out where he can add value now. “I believe in selling what we can deliver today, because early wins build momentum and credibility,” he says. You’ll find Craig right there with his teams. “I try to lead from the front,” he says. “I Iove being in the trenches — developing clients, supporting my team and closing deals together.” He is a people person and recognizes the value of relationships in a work environment. Entering new markets can be hard. Teams need focus and the willingness to make and learn from mistakes, Craig notes. He leads by example to create the best culture for everyone. “Passion is contagious and I try to bring that to work with me every day,” he says. “I firmly believe in building a team where people care about each other, trust each other and know they have one another’s backs.

Next steps: Steady, consistent progress

Looking ahead, Craig is confident about what the team can achieve. “We should expect steady, consistent progress that contributes significantly to TomTom’s broader business,” he says. His plan is to continue doing what he does best: strengthening long-term partnerships, building new verticals, shaping commercial strategy and fostering a winning team that drives growth. “With the strong internal support we’ve received from TomTom’s leadership,” he says, “I’m confident our team will play a key role in shaping the next chapter of TomTom’s success in the North American market.” It’s an exciting ride that makes a visible impact in the world. “I’m honored to be part of this journey,” Craig says. Would you like to be a part of it, too?

If you’re ready for a new challenge, now is the time to join Craig and his team.

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