Zack Crafton

Head of Matchbook Capital & Vice President of Corporate Innovation at Swisher

Zack is a young executive with broad experience across the regulated industries. Early career was spent in various crisis planning roles across the federal government before joining a top 5 consulting firm. The transition from consulting to operating was a fierce, 7 year journey through an operations-excellence company that used pressure and precision to create resilient, resourceful, and inspirational business leaders. 

Building on this training and a passion for value creation, Zack began his entrepreneurial journey shortly after receiving his MBA from the Georgia Institute of Technology. A series of startup failures and successes ultimately led Zack to Napa California and to a little-known wine startup, NakedWines. After 3 years, Zack and his peers sold NakedWines in a 9 figure exit, and the company endures as the most successful online winery in the world (read the Harvard Business School Case). 

From wine, Zack moved into the regulated cannabis industry where he built a dispensary and distribution business. Zack’s exit from the cannabis industry led him to a strategic role at the largest cigar company in the world, Swisher (of Swisher Sweets). Zack is the head of Innovation and M&A for Swisher and is working to transition Swisher into their next era of market leadership. In his spare time, Zack sails, brews, collects wine, and supports the local children’s hospital.