Chief Growth Officer, Krispy Kreme
Search every verified David Skena interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Dave Skena, Global Chief Brand Officer at Krispy Kreme (previously Chief Marketing Officer), has described his marketing approach as prioritizing earned media and word-of-mouth over traditional advertising. He stated that the company eliminated television, radio, and out-of-home advertising, instead focusing on insights and creative-driven earned media strategies. Skena has emphasized measuring "brand love" quantitatively, defining it as customers who rate the brand a ten out of ten, and said this metric is the most important indicator of long-term brand health. He has also discussed the company's "acts of joy" initiatives during the COVID-19 pandemic, including giving free donuts to healthcare workers and offering a free donut to anyone who received a COVID-19 vaccine. Skena has highlighted the importance of partnerships with other sweet indulgent brands such as Oreo, Hershey's, and Chips Ahoy, describing these collaborations as a "win-win" that benefits both brands. He has noted that Krispy Kreme expanded its digital delivery capability nationally in February 2020, which he said led to digital sales generating double-digit percentages of revenue. Skena has also discussed the company's "Delivered Fresh Daily" program with Walmart, which he described as the first time the brand achieved nationwide access through grocery distribution. He has stated that the company's most important product remains the original glazed doughnut fresh off the line, which he called a "one-of-a-kind" experience.
“One of the reasons people really still love Krispy Kreme after all these years is because of the way we're made. We're very authentic; we show the entire manufacturing process right before your eyes—from mixing the dough to glazing it—there's no slate of hand here, it's the real deal.”
“Social media has been provably, quantitatively effective for me; it makes targeting a lot easier. If something doesn't work, you stop it and lean harder into your other assets. We measure every campaign every three to four weeks to see if it worked and constantly improve.”
“An overwhelming majority of the donuts purchased at Krispy Kreme are given to somebody who didn't purchase them—they're shared. We're not the hero of the story; we're the tool through which other people are the heroes, expressing their heart and generosity.”
“During the pandemic, we gave away mass quantities of donuts with no expectation of anything in return to healthcare workers. This generosity led to increased sales on other days, showing that kindness can also be good business.”
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