Craig Potter is a Senior Partner and Co-Lead of the People Development capability at Davies. He brings over 20 years of leadership experience across the skills sector. He works with global organisations to design and deliver programmes that build workforce capability, strengthen leadership, and support long-term business performance.
Craig’s career spans leadership roles in further education colleges, awarding bodies, and independent training providers. He has extensive experience shaping learning strategies and driving workforce development initiatives. Today, his focus is on helping clients navigate the skill shortages, integrate emerging technologies, and create career frameworks. This is to support succession planning and organisational growth.
Craig works primarily with clients in insurance, retail, business finance, and asset and wealth management. These organisations are often global and levy-paying, requiring tailored solutions to attract, develop, and retain talent.
Passionate about the value of apprenticeships for early talent, he also advocates for their use in upskilling and reskilling existing employees, helping firms address retention challenges and build diverse talent pipelines. Under his leadership, Davies has delivered programmes that improve productivity, reduce recruitment costs, and increase workforce diversity. These are critical priorities for sectors facing demographic and regulatory pressures. For Craig, success is measured by seeing learners progress, organisations evolve, and talent strategies deliver real business outcomes.
Craig plays an active role in shaping policy. As a patron member of the Association of Employment and Learning Providers (AELP) and a member of the Chartered Insurance Institute’s (CII) Education and Learning Committee, he engages with stakeholders and policymakers to influence reforms that benefit the insurance and financial services sectors.
