Craig Gibbs on Strategic Innovation at JET

In this executive profiling interview, Craig Gibbs, the Executive Manager of the Innovation and Implementation unit at JET Education Services, shares his insights about his leadership which has been shaped by activism, education, and a commitment to equity. 

His career covers a few countries and roles, but one thing stays constant: making a meaningful difference. His career began in the classroom. After studying at Wits and earning a Bachelor of Arts degree he completed a higher diploma from the University of KwaZulu-Natal and became a history teacher. His commitment to social justice pushed him beyond the schooling sector. “Refusing to enlist in the apartheid military, Craig went into exile in the UK in 1987 arriving with only £250 and no support system. “My wife and I managed to get jobs and used our time to experience and learn from being in a different environment.”

In the UK, he continued to teach, eventually rising to headteacher. “All the schools where I was head received official outstanding inspection reports,” he says. His leadership earned him recognition and mentorship roles supporting other school principals. Returning to South Africa after 1994 was the long term aim. “I wanted to gain as much experience as possible so that I could then impart my knowledge when I returned,” he explains. That decision brought him to JET, where he began as a Specialist Manager focused on teacher development, school leadership, and learner support. Over time, his role evolved into Executive Manager, where his role spans across strategic operations, project innovation, and organisational leadership.

“There’s an administrative role, making sure people are complying with JET policies, but equally, making sure the executive manager is supporting the CEO, the COO and the CFO as well,” he explains. He also plays a key role in internal operations, budget alignment, and cross-divisional collaboration. “I work with the M&E and the R&DE teams to strengthen projects and research how we implement things.” One of his standout achievements is the development of an e-learning programme for teacher development. “That sent me on the path of really wanting to look at how EdTech could enhance the opportunities for teachers and learners in previously disadvantaged communities.” His interest in technology, particularly artificial intelligence, has grown. He has recently completed his Doctorate on the impact of ELearning in education. “AI can offer an opportunity to narrow the information gap and provide access to programs that give learners the autonomy to determine what they want to achieve.”

Craig believes that AI can also mitigate disparities in teaching quality. “You’ve potentially got the best teacher, that is, on the computer… There’s no excuse to say ‘I had a bad teacher.’” But he also emphasises the need for context. “EdTech must always align with the South African curriculum, be translated into indigenous languages, and be locally relevant.”

Though much of his work is strategic, Craig is deeply grounded in people. He recalls a lesson from his first day of teaching: “You need to determine what type of person you want to be, either someone who constantly engages and learns from others in order to reflect, adapt and grow or simply be someone who avoids the need for change and development. Do you want to be someone who wakes up thinking of new ways of helping people feel confident and assist in making a difference, or do you just want to pick up a paycheck?” That advice continues to shape his leadership. 

At JET, that people-first mindset defines his management style. “I try to engage the team… I keep saying, don’t be frightened of voicing your opinion. Even if it’s the most outrageous thing, say it.” For Craig, collaboration is key: “I may chair the meeting, but I want the team to feel that they are included.” He is driven by the vision of a more just South Africa. “My time in exile, my love of the country, and my appreciation of the diversity of cultures are key determining factors in who I am, and my desire to strive for a South Africa where everyone has the opportunity to fulfill their potential.” Craig brings that vision to life every day, through innovation, through leadership, and through his unshakable belief in people. “Everything I do is about trying to help others reach their potential. That enriches me as a person, too.”