Aimee Cutajar leads Krispy Kreme’s Australia and New Zealand teams bringing more than 10 years experience of to doughnut behemoth.
Cutajar rolled over to Krispy Kreme in 2022 from Darrell Lea where she was senior marketing manager confectionary and health foods.
She quickly moved her way up the ranks of the beloved doughnut company originally joining as marketing communications manager. Outside of work Cutajar is passionate about supporting and guiding young girls to find their voice and instil confidence.
Now into our second season of B&T’s CMOs To Watch, presented by Zenith, Cutajar joins the ranks of visionary marketing leaders redefining the playbook. This series celebrates those who balance bold ideas with business impact and have a whole lot of fun along the way.
B&T: Let’s get to know you… What three things would you take to a desert island?
Aimee Cutajar: A good coffee, my Pilates mat, and my phone and a charger — I’d need Spotify and a podcast or two to stay sane!
B&T: What is your passion outside of work? If you weren’t a CMO, what would you be doing?
AC: I’m passionate about helping young girls find their voice and confidence through Girl Guides Australia, where I volunteer. It’s a space that celebrates leadership, community, and fun. If I weren’t a marketer, I’d probably be doing something that combines creativity and impact, like in youth leadership development.
B&T: What was your favourite campaign of all time?
AC: “Always #LikeAGirl.” Based on a powerful insight that resonated universally It changed the narrative fa generation and proved that purpose-led creative can have such an impact.
B&T: Now let’s talk shop. What is your brand’s top priority for the next 12 months?
AC: brand love and connection through our Doughnut Shops. They’re the heart of the Krispy Kreme experience — where fresh & hot doughnuts, happiness, and community come together. Every strategy we’re working on ladders back to that brand magic.
B&T: What channel is exciting you the most and how do you split your marketing budgets between long/short and channel mix?
AC: TikTok continues to be an exciting playground, where culture moves fast, and our fans move faster. We balance investment between long-term brand storytelling and shorter-term conversion activity, ensuring the brand stays top of mind and top of feed.
B&T: What is the biggest challenge you currently face in the marketplace?
AC: Standing out in an attention economy where consumers are overwhelmed, and earning real engagement rather than fleeting clicks. The challenge is cutting through with heart, not just hype.
B&T: What are you most excited about in the marketplace?
AC: The rise of authentic, purpose-driven storytelling. Consumers want to connect with brands that mean something. This creates an exciting space for Krispy Kreme to show up with joy, generosity, and community spirit.
B&T: Where do you see yourself in five years time?
AC: Continue to leading a marketing team that’s driving meaningful growth and impact — ideally as a CMO, championing creativity, culture, and purpose in everything we do.
B&T: Speaking hypothetically, what’s one brand, product or category you’d like to sink your teeth into right now as a marketer?
AC: I’m having lots of fun in the sweet treat & indulgence category — it’s such an exciting space where emotion, nostalgia, and sensory experience collide. I love how small moments of joy can create lifelong brand love, and there’s still so much room for innovation in how we deliver and celebrate those moments.
B&T: Zenith believe there is untapped media potential we need to uncover. What is your prediction for media this year?
AC: Short-form content isn’t going anywhere and its where culture happens first. The real opportunity for brands is to show up as part of the conversation — using humour, heart, and relevance.
