Since 2017 he has been high performance manager for the England rugby union team, working with head coach Eddie Jones.

[8] He was then appointed full-time for the 2005 season and immediately led the Crows to their first minor premiership in 2005,[9] and took the team to two successive preliminary finals in his first two years as senior coach in 2005 and 2006, losing and being eliminated by West Coast Eagles twice.

The club under Craig had a disappointing 2010 season when Adelaide finished eleventh with nine wins and thirteen losses, therefore missing out of the finals.

[14] Despite the off-season acquisitions of several experienced players, such as Shannon Byrnes, Tom Gillies, Chris Dawes and David Rodan, the Demons underachieved in the first half of 2013 AFL season, managing just 1 win in their first 11 games.

His sacking came within weeks of the departures of senior Demons' staff members Cameron Schwab and Don McLardy.

[17] On 10 October 2013, Craig was appointed to the newly created role of head of coaching development and strategy at the Essendon Football Club[18] and then on 15 April 2014, he was promoted to the position of General Manager, Performance.

[21] From October 2017, Craig worked as "a consultant for highest performance to look how we operate and see how we can improve" with the England rugby union senior team.

[23] Part of his role was also to be a 'critical friend' to head coach Eddie Jones whom he had worked with previously.

In December 2019, Craig joined the Gold Coast Suns in a part-time consultancy role for the coaching group.