Senior Director of Direct Response
St. Jude Children’s Research Hospital
Craig Locke is a senior nonprofit marketing and fundraising leader with more than 15 years of experience guiding strategy, driving new donor acquisition, and optimizing direct response programs at scale. He currently serves as Sr Director, Performance and Optimization at ALSAC/St. Jude Children’s Research Hospital, where he helps shape direct response fundraising strategy across a portfolio of direct mail programs.
Throughout his career, Craig has led high-impact acquisition and reactivation programs, including overseeing monthly direct mail efforts that brought in new donors each year while reactivating hundreds of thousands of lapsed supporters to reinforce the donor pipeline. His work sits at the intersection of strategy, analytics, and execution—partnering closely with data science, finance, and external vendors to improve performance through testing, modeling, and disciplined measurement. Craig has deep expertise across direct mail, multichannel acquisition, and long range planning, with a particular passion for using data to inform smarter investment and growth decisions.
Outside of work, Craig enjoys reading, listening to records, riding his bike around Memphis, and spending time with his family—as ways to keep himself grounded, always curious, and energized both personally and professionally.
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Thursday, July 30, 2026
4:10 PM - 5:10 PM EDT