Craig Sparkes

Researcher
DISC Type : Cs

Group Head of Infrastructure at ZEDRA Group

Welwyn Garden City, England, United Kingdom

Overview

Craig Sparkes is the Group Head of Infrastructure at ZEDRA Group, an experienced IT leader with a focus on system improvement and identifying new trends. He has a background in Business Strategy and holds an ITIL v4 Foundation certification, driving his teams to achieve perfection and lead the way in their industry.

Outside of his technology career, Craig has a notable background in law enforcement, having served as a Special Constable with the Hertfordshire Constabulary. This experience reflects a deep-seated interest in community service. He is also interested in the International Motorcycling Federation (FIM).

Unique fact: He has direct experience as a volunteer police officer, serving as a Special Constable.

Personality Overview

Perfectionist

Self-Disciplined

Soft Communicator

Being observant comes to them naturally.  The only way to convince them is by showing them examples and ample proof. They are quite aware of their needs and limitations, so they are unlikely to over-promise.

Topics They Care About

IT Infrastructure
As the Group Head of Infrastructure, he is responsible for the company's core technology backbone and has been promoted multiple times within this function at ZEDRA.
System Improvement
He has a specific skillset for spotting trends and finding faults in systems, with a primary focus on continuous improvement to keep the company ahead.
Team Development
He actively posts about hiring for his team and publicly celebrates the strategic contributions and achievements of his employees, indicating a focus on nurturing talent.

Media Appearances

Craig has no verified media appearances

Work History

1-2026
Group Head of Infrastructure at ZEDRA Group
7-2025
Interim Group Head of Infrastructure at ZEDRA Group
2-2024 - 7-2025
IT Infrastructure Manager at ZEDRA Group
11-2021 - 4-2024
Special Constable at Hertfordshire Constabulary
4-2021 - 2-2024
IT Manager at Mercer & Hole

Education

9-2004 - 8-2006
Btec for IT Practitioners from North Hertfordshire College
2014 - 2014
Business Strategy from City St George’s, University of London

More Information

Social Presence :

Prographics :

Exp : 19 Location : Welwyn Garden City, England, United Kingdom Job Level : Mid-senior Designation : Group Head of Infrastructure at ZEDRA Group
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Insights For Selling To Craig

During A Call Or A Meeting

DO's

  • Share whitepapers or case studies that showcase measurable results instead of just telling customer stories
  • Share a one-off customer success story but keeps the focus on highlighting objective, numerical results
  • Use a presentation with information before getting into a live product walkthrough

DONT's

  • Don’t overhype the product/pitch, keep it measured
  • Don't ask them to move fast, let them take their time and digest all the information
  • Avoid phrases like ‘trust me’, ‘you will just love it’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Craig is

  • Low-risk, adoption by others are very important to them, followed by confidence in ROI.
  • Will you ever get a clear answer from Craig

  • They are unlikely to say no, it's better to stop yourself once you have exhausted all the options.

Insights For Deal Planning

    How fast (or slow) will Craig move?

  • They do not like to rush and therefore can be quite slow in their decision-making.
  • Can Craig take some risk or not?

  • They have little risk-appetite and prefer to take measured decisions.

You And Craig

Personality Compatibility


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