Share this article
Leading With Legacy: Keri Craig on Trust, Transition and Transformation on Beyond The Blend!
In the latest episode of Beyond The Blend, we hear the remarkable story of Keri Craig, Director of Interflon Scotland. Her journey spans continents, careers, and deep personal transformation, culminating in a leadership role within a family business she never expected to join. Keri’s candid conversation with Steve Knapp explores what happens when global experience meets local trust, when personal loss meets professional growth, and when leadership is redefined through a blend of resilience, humility, and honest connection. Her insights are especially poignant for those navigating change, whether personal, professional, or both.
From Global Education to Family Business – A Journey of Change
Keri’s path into the lubricant industry was anything but conventional. After nearly two decades working in international education in Mexico with the British Council, her return to Scotland was driven by a personal family crisis.
When her father, a veteran of the lubricant trade, found himself stretched to breaking point caring for her terminally ill mother while running Interflon Scotland, Keri stepped in. Initially temporary, her involvement evolved into a permanent position and ultimately, leadership of the company. “I do not want to sell lube to fishermen,” she remembered thinking in her youth; yet here she is, doing far more than just that.
Rebuilding Identity and Confidence Through Challenge
Shifting from a structured, global operation into the unknowns of a small, family-run business came with its challenges. Keri candidly described the feelings of imposter syndrome and professional isolation, compounded by the loss of her prior support networks. What helped her reset was a leadership programme through Henley Business School that centred on unlocking her “best self” rather than forcing conformity.
This was followed by the Pathways to Scale programme in Scotland, which connected her with other female-led businesses and brought practical support and confidence. “I’ve been trying to work out how to lead myself,” she said. Something many new leaders will relate to.
Trust, Relationships, and Earning Your Place
In a business built on deep-rooted trust, Keri had to earn her place, not simply inherit it. Her father’s reputation in regions like Shetland is legendary; he’s known by name, by face, and even by jacket. Entering this tight-knit world as “Jim’s daughter” opened doors, but Keri knew she had to bring her own value.
Rather than mask her learning curve, she leaned into it. “It’s been really important for me to be honest about my lack of knowledge… and also the things I am good at,” she explained. It’s this transparency, paired with strong project and customer experience skills, that has helped her build her own trusted footing.
Adapting Sales to Local Realities
Modern sales theory doesn’t always map neatly onto rural Scotland. Keri’s descriptions of Interflon’s operations in Shetland are nothing short of charming: Kitchen door visits, cups of tea, orders over biscuits.
Her father’s ability to sell through deep relationships built over decades is irreplaceable. But Keri also recognises that as younger buyers emerge, the company needs to adapt. “You try and map market insight onto a place like Shetland… and you kind of go, well, that just doesn’t work.”
Her challenge is to future-proof these legacy relationships without losing what makes them special. Acting global, thinking local, Keri’s finding the blend.
Advice for Women and Career Changers
Keri’s story is rich with lessons for anyone navigating change, especially women stepping into male-dominated industries. She’s encountered doubt (external and internal) but used it as fuel to push forward.
Certification, networking, and honest self-reflection helped her build credibility and confidence. She encourages others to do the same. “Just because someone says you shouldn’t, don’t necessarily accept that,” she said. “Find it out for yourself.” Her advice underscores the power of personal belief, and the importance of surrounding yourself with voices that lift you up rather than hold you back.
Conclusion
Keri Craig’s journey reminds us that leadership isn’t always a linear path and that the most rewarding roles often arrive unexpectedly. From Mexico to Shetland, from classrooms to cold call visits, her story is one of adaptation, resilience, and authenticity. It also reflects a broader truth about the lubricant industry: that while products matter, it’s the people, the stories, and the relationships that keep it moving.
If you’ve enjoyed this conversation, subscribe to Beyond The Blend—the podcast that brings the lubricant industry’s most interesting voices to life. Available now on Apple, Spotify and all major platforms.
