Craig Robertson

Craig Robertson became head of partners for EMEA and Latin America at Everpure, the storage and data management company formerly called Pure Storage, in August 2026. Everpure announced the appointment on 5 August. He succeeds Geoff Greenlaw, who is retiring, and is based in the UK. Robertson joined the company in 2016 as a channel account manager and rose to director of partner sales for the UK and Ireland, according to IT Channel Oxygen. Everpure says he has also worked at partner organizations in the UK.

A new name and a bigger remit

Pure Storage renamed itself Everpure in February 2026 and at the same time agreed to buy 1touch, a data intelligence company. The new name signals a push beyond flash storage into data management. Everpure describes itself as a “100% partner focused organisation”, so the change of story has to be carried by the channel Robertson now leads.

His statement on his appointment leaned on that history: “Having built my career here, I know that our partners are intrinsic to everything we do.”

Growth partners can see

Everpure is growing fast. Revenue for the quarter to 2 August 2026 rose 38% to $1.2bn (£896m), and the company raised its full-year revenue guidance from $4.41bn–$4.51bn to $5.03bn–$5.07bn. In the region Robertson now covers, Everpure says its business grew 64.9% in the first quarter of 2026 against market growth of 17.3%, citing IDC’s Enterprise Storage Tracker.

Why it matters to the channel

For UK storage partners, the appointment puts one of their own in charge of partner strategy across EMEA and Latin America. Everpure’s move into data management also changes what partners sell: less a storage refresh, more a services conversation about how customers organize and use their data for AI.

Robertson has spent a decade building Everpure’s partner business in the UK. He now sets partner strategy for a channel-only vendor across two regions as it takes its partners from storage into data management.