Destined to Lead

In the non-traditional sense, Craig Moulin (Syndicate 1) had a typical first decade in his career. Starting as a storeman and then forklift driver, he moved to internal sales, then sales rep to manager in the aluminium distribution industry. In his late twenties, opportunities presented themselves, and Craig decided to complete his Bachelor of Marketing whilst working full-time.

Having spent the first half of his career history in the Aluminium industry and with a degree now complete, Craig was offered an opportunity for a regional role which he felt was a building experience. “I wanted to change industries, and I didn't want to be one industry orientated.  I took a role with Olex as a State Manager for Vic/Tas and transferred my skills to that role. There was a lot of change. It was a different role, a different industry, and at one stage, I transferred to Brisbane and ran Queensland. After returning back to Melbourne, I was looking for a new challenge but wanted to remain in the cable manufacturing landscape, so I took a role as GM for Tycab in 2016. After 3 years as GM of sales, our Board completed a restructure and I was appointed CEO and have been in that role now for 3 ½ years".

Craig’s passion is people. “90% of your experience - what you enjoy and what you don’t enjoy, is attributable to who you journey with. The people above you, the people below you and those who are riding side saddle with you. When I think about some of my favourite periods in my career, it was always when we had  strong alignment, a good cultural flavour and strong relationships”.

Reflecting on Richard Branson’s quote that “you’re only as good as the people who work for you”, Craig actively discusses his philosophy with his staff. “I say, judge me on what value I am adding to the business, internally and externally, and the second part is to ask if I am adding value to you personally - Am I influencing in a way that is allowing for the business to move forward? I am happy to be judged on both of those fronts because it keeps me on the straight and narrow, and also it opens the conversation up, especially in areas that you might not have as much visibility”.

In recent years, Tycab has had some exciting new developments. “The biggest change over the last five years has been the investment of new and high-tech copper processing machinery to compliment our cable business. We decided to ramp up our capacity in that space and supply on a more significant level in the Australian market.  We have two divisions in this business, cable manufacturing and copper processing. We now further process and supply rods to other cable manufacturers like us, whether that be small, medium or large businesses, and we continue to expand on that. That has been one of the biggest changes in terms of the landscape of the business and where we have seen revenue growth and will continue to expand to become a significant player in the commodity/copper space in Australia”.

“At the start of the pandemic, we thought we were going to be in for a tough ride. Four to six weeks in, conditions were flat. We went from six days a week to four days a week. Fortunately, that only lasted eight weeks, and then business turned quickly the other way. Over the last two and a half years, we have enjoyed a strong period of growth and supported our key partners for mutual benefit. The pandemic created this bubble market effect. We resource predominantly within Australia, so it created the perfect storm of demand within the Australian market. We were fortunate in that respect; however, the impact on staff during the Pandemic was significant. I was and still am very proud of every employee for their resilience and commitment during what was a very challenging time".

When it comes to professional success, Craig describes his most satisfying achievement since stepping into the CEO role - to lead a business that has a long history of great culture and success. "For the Board to have faith in me and give me that responsibility is something I am very proud of". Reflecting on personal success, Craig believes his greatest achievement was commencing a Degree while starting a family. “I remember doing twelve-hour days at work and then travelling on a train to go into the city, then coming home to feed my one-year-old. Running on four or five hours of sleep and repeating that over and over again. Looking back now, I see how significant that was, and it was the right choice because it has ultimately led me to this opportunity”.

“In regards to overall success, the key to me is consistency. It’s also about understanding your people and your culture. We have an older workforce that has its own unique requirements and needs. Success looks different to different people, and it's not a one-size fits all. If your customers believe in your product/service and what you’re doing, and you consistently deliver on that promise, whatever that looks like, that is what is going to be your measure, and that comes back to your people. You can have a great strategy, but without the right people to execute it, you won't achieve success.  It’s also about being brave enough to hire the right people who may even have a stronger skillset than you in some things. I choose to surround myself with those people; because together, the outcome is much more significant”.

Becoming a member of The CEO Institute wasn’t the first thing on Craig’s list when he stepped into the CEO role. “I was never a believer of coming together like for like to chew the fat. That is not my thing. However, I thought I would give it a go. Now I see that it is one of the best things I have done for myself. The meetings are totally confidential, you are surrounded by other CEOs from very different industries, and as you get to know each other, you become a sounding board to bounce ideas off, and for that reason, it has been invaluable for me. It really has been far more beneficial than I believed it was going to be. Ten months into my membership, we discuss many issues, and the commonality translates to all of us even though we are all so different. It has been hugely beneficial, and I hope to be a member for many years to come”.

“The Syndicates provide you with a level of comfort. We all carry different burdens and different issues at certain times, and to be able to share that and find some common ground of being a CEO at times, is of real benefit. Someone will reference something, and typically we all relate and understand. The group is a place to think about how else you can inspire your staff and how else you may be able to innovate your business with other people who are doing the same thing you are. The difference in age groups is also beneficial because you’re tapping into different life experiences”.

The CEO Institute, established over 30 years ago, helps business leaders like you connect with your peers to share skills, insight, and experience. The CEO Institute's leadership programs are available globally. Click here to read more member success stories.