Craig Bradley is currently Head of Marketing Immunology & HAE at Takeda UK. Craig has worked for Takeda, through the 2019 acquisition of Shire Pharmaceuticals, since July 2006 within a variety of sales, marketing and market access roles. Craig has approaching 20 years' experience within the pharmaceutical industry, also working for both Unomedical and Novartis during this time. Away from Takeda Craig served a 3 year tenure between 2017 and 2020 as Chair of the Pharmaceutical Marketing (PM) Society, a UK not-for-profit organisation that believes excellent healthcare communications leads to better outcomes for patients; the first ever chair of the organization from a pharmaceutical company, not an agency, in its 40 year history. Craig is also a published author within the UK pharma industry press on access, patient engagement, and partnership; most recently he featured in the Summer 2021 edition of Pf Magazine with an article on omnichannel engagement.