Melbourne-based automated advertising agency Cuttable has appointed Paul Arena as its new Head of Strategy. Arena transitions from his role at Ogilvy, where he spearheaded strategy and planning initiatives for some of Australia’s most iconic brands.
With an impressive career spanning 18 years, Arena has held pivotal roles at leading agencies such as TBWA and BWM Isobar, shaping strategy for globally recognized brands including Cadbury, AAMI, the Matildas, Toyota, Kmart, and ANZ.
Jack White, co-CEO and co-founder of Cuttable, praised Arena’s expertise, saying:
“Paul’s strategic brilliance is the cornerstone of great advertising, and now we’re bottling that expertise to supercharge our AI. By embedding his insights into the Cuttable platform, we’re not just replicating the thinking of a world-class strategist; we’re empowering every marketing team, big or small, to benefit from it. Paul’s influence will ensure our AI delivers sharper recommendations, more impactful creative, and a level of strategic precision that’s unmatched in the market.”
Arena expressed his enthusiasm for his new role, stating:
“Giving more brands access to the advantage creative advertising brings is a pretty cool mission. The ability to instantly generate advertising brings some game-changing benefits and interesting challenges. I can’t wait to explore both.”
Co-founder and co-CEO Sam Kroonenburg shared his excitement about Arena’s addition to the team:
“We’re beyond excited to welcome Paul to the Cuttable team. Paul’s industry reputation speaks for itself. His ability to combine strategic insights with creative excellence perfectly aligns with our vision of making top-tier advertising accessible to everyone through advances in AI and automation. We’re confident his leadership will elevate both the Cuttable platform and our customer experience.”
Cuttable was co-founded by a powerhouse trio:
- Jack White, co-founder of Sunday Gravy
- Ed Ring, former Swisse marketer and founder of Hector’s Deli
- Sam Kroonenburg, renowned tech entrepreneur and founder of A Cloud Guru, which sold for over $2 billion in 2021.
The company secured $5.5 million in investment in 2024, led by Square Peg, one of Australia’s largest venture capital firms. With Arena on board, Cuttable aims to further solidify its position as a trailblazer in AI-driven advertising innovation.
