Breaking Barriers: From Humble Beginnings to Industry Leader

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In this episode of the Automotive Leaders Podcast, Jan Griffiths interviews Craig Keeys to talk about his leadership style, impressive career journey, and how he’s leading INFINITI through industry changes as their Group Vice President for the Americas.

Starting in 1998 as a warehouse operator at Nissan, Craig’s early days were far from the glamorous start many imagine. Juggling afternoon shifts at Nissan’s parts distribution center while attending Rutgers University, he learned the true meaning of hard work. After graduation, Craig transitioned from a blue-collar role into sales and marketing, which sparked his passion for the industry and fueled his desire to explore its dynamic nature.

Craig’s early mentor, Mark Grimm, played a pivotal role in shaping his career. Mark’s belief in Craig’s potential gave him the confidence to overcome self-doubt and pursue opportunities. Today, Craig is committed to empowering others, championing diversity, and driving change in the automotive industry—evident in his recognition as the 2023 Automotive News Champion of Diversity.

He also dives into the industry’s shift toward electrification, sharing how INFINITI balances innovation with stability while maintaining an exceptional customer experience. He stresses the importance of maintaining stability for his team during such rapid change.

In a personal twist, Craig shares how his family is the driving force behind everything he does and even gives a glimpse into his morning routine and passions outside of work. He also points out that younger generations prioritize a balanced, stress-free life over pursuing paychecks. Craig believes that if leaders don't adjust their mindset to this change, they will struggle to attract the next wave of talent.

Tune in to hear insights into Craig’s journey to the top, the importance of authentic leadership, and how leaders can transform their organizations by embracing change and empowering others. If you want to make a real impact in the automotive world, this conversation is for you.

Themes discussed in this episode:

• The importance of staying true to one's values and being genuine in leadership roles
• How Craig’s early experiences and the mentorship he received shaped his approach to leadership
• The challenge of maintaining a consistent leadership style amidst varying top-down philosophies and industry changes
• How leadership styles have changed over time, particularly from command-and-control leadership to more genuine, empowering approaches that resonate today
• Infiniti’s approach to innovating both its products and its people strategies to lead industry change
• The importance of giving people the freedom and support they need to reach their full potential
• The role of self-reflection, especially through the lens of family, in understanding and adapting to the needs of younger generations

Featured guest: Craig Keeys

What he does: As Group Vice President for INFINITI Americas, Craig Keeys oversees the brand's operations across the U.S., Canada, Mexico, Latin America, the Caribbean, and Israel. Since his appointment in April 2022, Craig has been focused on relaunching the INFINITI brand, placing a strong emphasis on strategic planning, marketing, and strengthening the retail network. He also prioritizes employee engagement, ensuring a motivated and high-performing team.

With over 24 years of experience at Nissan Group, Craig’s leadership spans sales, marketing, aftersales, and logistics. His dynamic approach drives growth and enhances client experiences. A firm believer in mentorship, he develops future leaders and fosters long-term relationships, demonstrating visionary leadership in highly competitive markets. 

On Leadership: "I really think of myself as an authentic leader. I'm the same person when I'm with my family, when I'm with my team, when I'm engaging in moments like this. And so authenticity is important to me. And I think when we talk a little bit about my humble beginnings as a warehouse operator. I think the experiences that I've had in the various levels within the organization, as well as, just generally in life. I have afforded me that perspective of wanting to be an authentic leader.”

Mentioned in this episode:

• 2023 Champions of Diversity: Craig Keeys 
• Four new models signal INFINITI product renaissance

Episode Highlights:

[00:02:22] Craig Keeys As Leader: Craig reveals his leadership philosophy: staying authentic. From his start as a warehouse operator to leading INFINITI, he values being the same genuine person in all areas of his life.

[00:03:44] Humble Beginnings: Craig takes us on a journey from his start as a warehouse operator at Nissan in 1998 to his rise within the company. Born in Jamaica and growing up across the U.S., Craig’s path to Nissan was unconventional, sparked by a flyer in a counselor's office.

[00:08:44] The Mentor's Impact: A conversation with the regional VP, who had a soft spot for underdogs, became a turning point for Craig. This mentor saw Craig’s potential and told him to use his curiosity and drive to the fullest, no matter his background or differences.

[00:15:08] Leading Through Change: Navigating leadership in today's automotive industry means staying true to your values, even when faced with outdated command-and-control approaches. It’s all about being the bridge—balancing authenticity while influencing positive change both upward and within your team.

[00:18:12] Empowering Others to Shine: Craig is all about empowerment—giving people the space to shine and break through barriers on their own. He values helping others reach their full potential without stepping in too much, believing it’s the key to great leadership.

[00:21:14] Balancing Past and Future: Managing the shift to EVs feels like riding the line between clinging to the past and embracing the future. Infiniti is focused on creating an electrified lineup while maintaining its personal touch with customers—even as the industry rapidly transforms.

[00:25:04] Craig’s Personal Side: What gets Craig out of bed in the morning? Family. A few deep breaths, some ESPN, and he’s ready to take on the day. Between binge-watching Shogun and rereading Essentialism, it’s all about finding balance in both life and work, especially in an industry that's always evolving.

[00:29:06] The Future of Leadership: To truly connect with younger talent, Craig suggests that leaders look to their own families for insight into what younger generations really want. He believes that focusing on authenticity and quality of life—not just salary—is key to meeting the evolving needs of today’s workforce and attracting top talent.

Top Quotes:

[00:07:08] Craig: “There were so many different things that you could do within automotive. There were so many different facets to the business, and at the same time, it was ever-changing and it was always very dynamic. And that was a bit of a draw for me because, at that time, some of my close friends were in jobs that were monotonous. I can remember a close friend being in the insurance world, and they were literally falling asleep, managing spreadsheets all day as a young college grad. And so, I knew I didn't want that for myself. And the people that I was interacting with were engaging enough, it became a really good draw for me to want to investigate the industry much more. And because of that breath, it really attracted me to it.”

[00:15:45] Craig: “What has been consistent for me is my love and appreciation of people. Anyone who knows me knows that I hold my team in very, very high regard. And no matter what the top-down philosophy is at the time because we do have turnover in our industry and people bring new ideas, thoughts, perspectives, and leadership styles, I have to be a filter to that message. Honestly, Jan, I've tried to be consistent in my leadership style because my reputation and my credibility are important to me. I don't want people to think that my style changes with the wind. And so, in spite of the challenging environment, in spite of that command-and-control leadership style that others may have had across the years, I've tried to be a filter to my organization wherever possible.”

[00:18:26] Craig: “The leadership trait that resonated with me the most is empowerment because I'm a big believer in giving people the space and opportunity they need to meet their maximum potential, whatever that is. And with empowerment, you are helping to break down barriers. You are helping people understand the governance within an organization and how to get things accomplished, all the while without micromanaging or being overbearing.”

[00:19:56] Craig: “I've been micromanaged at various points in my career and I absolutely hated it, and it ultimately limited my performance and limited my potential because of the frustrating environment that it fostered. And so, I made a promise to myself to ultimately be different in those moments, but you're absolutely right. There are those times when I almost want to micromanage someone. If there's a looming deadline or there's a challenging process where we are risk-averse, or we're meeting deadlines, right? And so I just have to take a step back, take a breath, and remind myself that if those things are challenging, then let's talk to our team members. Let's set moments where we hash through any issues and provide good guidance, but let's not hover over someone's shoulder.”

[00:30:22] Craig: “Kids today are not necessarily chasing a check. They're chasing a lifestyle. They're chasing quality of life. I read a stat the other day that said, essentially, Gen Z is more interested in a stress-free life than a salary. And so, if you want to attract the best talent, I would say reflection through the family to understand the needs of the younger generation is what you should be focused on because if not, if you're not shifting the mindset to AutoCulture 2.0, you will get left behind. It's as simple as that. You won't attract the talent that will be necessary to ultimately manage this business in the future.”

Mentioned in this episode:

This episode is sponsored by Lockton, click here to learn more