 In 2001, he was employed by UKIP as its sole press officer and de facto Director of Communications, with him adopting the formal title in 2002 under new leader Roger Knapman as the party expanded.At the 2001 general election he contested the Dartford parliamentary constituency for UKIP, coming fourth with 989 votes.In 2003, Croucher led the party's decision to contest local elections, writing its first local election manifesto – which still forms the backbone of the current manifesto – and standing himself in the staunchly Labour Joyce Green ward for Dartford Borough Council, polling 31% of the vote in the multiseat ward.