Adam Craig is the longest-running employee at Thoroughbred Diesel, depending on who you ask. The younger brother of owner Dennis Craig, Adam got his start back in 2003 when their dad made Dennis give him a job. He was paid $15 a day, plus lunch and a Gatorade. It was humble beginnings—but the start of something big.

After spending summers working at Thoroughbred, Adam started running the company’s social media from his college dorm room. It was there that he created the now-iconic #dieseltips memes, which helped put Thoroughbred Diesel on the map in the early days of viral content. When it came time to graduate, Dennis asked if Adam wanted to come on full-time. In 2011, he officially joined the team as Social Media Manager.

Today, Adam is the Director of Marketing. He oversees everything from social media and email marketing to content strategy and brand presence. If it brings people to the website, it’s probably got Adam’s fingerprints on it. He works closely with the video and creative teams, and you can occasionally catch him behind the camera—or behind the scenes—on Thoroughbred Diesel’s YouTube channel.

You’ll also find Adam on the road throughout the year, repping Thoroughbred at major diesel events, races, and truck shows across the country. Whether it’s building strategy, cracking jokes, or keeping the brand moving forward, Adam is always working to make sure Thoroughbred Diesel stays at the forefront of the industry.