Smooth sailing for France-based marketer

Alison Craddock

Issue 20 | Spring/Summer 2007

When she left Australia for the UK more than 12 years ago, Alison Craddock (BA 1992) hoped to work in advertising.

She never imagined her career would lead to marketing yachts to the rich and famous in the south of France.

Now based in Antibes, Ms Craddock helps to sell luxury yachts at global company OCEAN Independence. The organisation provides expert advice and assistance with the sale, purchase, management, construction and charter of private luxury yachts.

As OCEAN Independence's marketing director, Ms Craddock heads a team responsible for the advertising, marketing, events and public relations of the company's 10 offices. She is very familiar with her clientele, having herself spent two years working on luxury yachts as a stewardess and chef.

"Our clients are known as 'Ultra High Net Worth Individuals'. They are the kind of people who might buy a €10,000 watch with their small change to stave off the boredom whilst waiting to be driven to their private jet," she said.

Ms Craddock's love of yachting originally stemmed from sailing as a child with her parents on board their 24-foot sailing yacht, Scarab. These days the yachts she deals with are somewhat bigger: "The largest we have sold so far is the 85-metre Annaliesse. It accommodates up to 36 guests plus crew and features a health and beauty spa, a gymnasium, cinema, library, business centre, crèche and even a helipad doubling as a dance floor," she said.

"My favourites, however, are the elegant traditional wooden sailing yachts that have been lovingly restored by their passionate owners. I am fortunate enough to be able to participate in several of the classic regattas held on the Cote d'Azur each year."

Ms Craddock attributes much of her success to her parents: her father Stephen Craddock (BA 1973) and mother Patricia, who encouraged her to travel and broaden her horizons. And she admits that although she did not realise it at the time, her university course played an important part in her career.

"As an Arts student, I learnt never to simply accept the status quo. That inquisitive, challenging and proactive approach has proved an invaluable asset," she said.