Creating Synergy Podcast


Creating Synergy brings you engaging conversations and ideas to explore from experts who help businesses adopt new ways of working. Discover innovative approaches and initiatives, new ideas and the latest research in culture, leadership and transformation.



October 5, 2023

#111 - Craige Whitton, CEO of Northline on Leading Through Transformation & Triumphs




Join us on a riveting journey as we unpack the success story of Craige Whitton, CEO of Northline. From his roots in Perth, the guidance of his father, to his meteoric rise in the corporate world, Craige has quite a tale to tell. Especially, as Northline celebrates its 40th anniversary, it's the perfect time to hear how he spearheaded its exponential growth while ensuring the values of culture and positive work environment remained intact.

πŸ”‘ Top 5 Key Topics Discussed:

  1. Craige's Foundations: How Perth and his family values shaped Craige's distinctive leadership style.
  2. CFO to CEO: Tracing Craige's remarkable career trajectory and how he weathered the storm of the Global Financial Crisis.
  3. Northline's Evolution: A look at the company's journey from 8 depots & 250 employees to 18 depots with over 600 dedicated staff & contractors under Craige's stewardship.
  4. Culture & Change: Craige's perspective on fostering an inclusive work environment and the paramount importance of employee well-being.
  5. Navigating Economic Uncertainties: Craige's advice for businesses to remain resilient and thrive, drawing parallels from his GFC experience.

if you're as intrigued as we are by Craige's story, then don't just sit there! 🎧 Tune in NOW!

Feel enlightened? Elated? Eager for more? Then make sure to click on that like button, πŸ”„ share this episode with your mates, and πŸ“Œ subscribe to keep the synergy alive.


3:29: Craig's background and upbringing

13:58: Family values in the workplace

28:33: Impact of the global financial crisis

30:00: Importance of having the right people and culture

35:08: Strategic plan for growth and consolidation in the industry

45:00: Employee value proposition and high employee retention

52:01: Personalized customer service and relationship building

56:22: Managing the appetite for new technologies and focus on long-term challenges like sustainability

1:01:15: Insights from the Oxford leadership program

1:16:47: Navigating through economic crises and potential recession

Join the conversation on Synergy IQ on LinkedIn, Facebook, and Instagram (@synergyiq).



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Guest Info


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Craige Whitton , CEO of Northline

As the present-day CEO of Northline, Craige Whitton has made an indelible mark during his 19-year tenure, transforming it into one of Australia's foremost transport and logistics giants. His vast 30-year corporate journey spans expertise in finance, governance, and broad-scale management. Before his illustrious journey with Northline, Craige served in key financial roles with prominent hospitality brands like Rydges and ACCOR. In 1994, he transitioned to Adelaide, taking the reins as the Finance Director of Hyatt Regency Adelaide, and later as the CEO of the multifaceted tourism and hospitality powerhouse, Proud Australia Group.

A proud alumnus of Hale School (Perth) and Edith Cowan University, Craige is not just an embodiment of corporate excellence but also of academic prowess. He's a recognized member of the Certified Practising Accountants of Australia and a distinguished Graduate of the Australian Institute of Company Directors. Adding to his credentials is his recent completion of the Advanced Management & Leadership Program from the esteemed Oxford University.

Outside the corporate domain, Craige is deeply involved in community service. He currently serves as the Deputy Chair of Burnside Hospital Inc.'s Board and chairs its Audit & Finance Committee. He's also held esteemed positions at Seymour College's board and was a pivotal Director for Adelaide Basketball (36ers).

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Host Info

Daniel Franco

Daniel Franco

Daniel is a 'People Collector' kind, a steadfast optimist who believes that the power of trusting relationships is foundational to our bright future. He believes that the world is a better place when we work together. Besides being the Director of Synergy IQ, Daniel is the Host of the Creating Synergy Podcast and rises up every morning with the vision that he can help leaders create a business where their people feel safe, inspired and fulfilled.

Say hello to Daniel on LinkedIn.

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