---
title: "Krystal CMO Casey Terrell Sets New Course For Continued Brand Relevancy"
url: https://burnaze.com/article/8680f83a-d268-42f0-a8b8-dea1432390f8
source: "Franchising.com"
original_url: https://www.franchising.com/news/20221013_krystal_cmo_casey_terrell_sets_new_course_for_continued_brand_relevancy.html
category: "Burger"
industry: "Restaurants"
segment: "Burger"
topics: ["People"]
published: 2022-10-13T12:00:00.000Z
modified: 2026-11-01T01:04:00.437Z
image: https://images.unsplash.com/photo-1555396273-367ea4eb4db5?w=1600&q=80&auto=format&fit=crop
---

# Krystal CMO Casey Terrell Sets New Course For Continued Brand Relevancy

**TL;DR:** Krystal's CMO Casey Terrell is focusing on new talent and partnerships to maintain the brand's relevance and appeal to younger consumers. Terrell has strengthened his support team with Ajona Camile, also known as 'Jax', as the Creative Director of Krystal.

*originally published in Franchising.com on 2022-10-13. [Read the original](https://www.franchising.com/news/20221013_krystal_cmo_casey_terrell_sets_new_course_for_continued_brand_relevancy.html).*

## Story

“As we look to grow the Krystal brand in this current climate and with our long history, it’s a balancing act of being bold enough to push some boundaries to attract and build new customers, while also being sensitive to our existing fans,” said Casey Terrell, Chief Marketing Officer for Krystal Restaurants LLC. “To achieve this, we’re developing our own team to position ourselves for growth and evolution, as well as leaning heavily into partnerships that can help us speak to our target audiences and cast our net even wider.”

To support the new marketing goals for Krystal, Terrell strengthened his support team with Ajona Camile.

Ajona, also known as “Jax”, formerly a consultant for the brand. She has since been brought in fulltime as the Creative Director of Krystal and served as executive producer for the soon to be released “Side Chik” sandwich campaign. She oversees brand campaigns and social media for the brand, working in tandem with corporate executives and creative leadership. She also manages talent and entertainment acquisition for the company, which she has extensive experience from her past professional endeavors.

Jax spent more than a decade at The Blueprint Group, where she worked with popular music artists such as Lil’ Wayne, Drake, and Nicki Minaj. She played a key role in managing the daily logistics and creatives for all three artists as their careers were emerging. During her tenure, she also served as lead Logistics Manager for Lil’ Wayne and Vice President of Operations.

She also grew her experience as a General Manager with Generation Now/Atlantic Records and an Executive Assistant for legendary producer and director Chris Robinson at Twentieth Century Fox in Atlanta. She’s also worked in a finance and accounting capacity with Hasbro Studios in Burbank, CA.

“One of the first changes we made when I started was leveraging the talents and capabilities of Jax and promoting her to a leadership position. Her extensive experience in the entertainment industry and deep understanding of social media are incredibly valuable in this stage of our growth, as we strive to remain relevant with our audiences. She’s helping us target people where they are getting their news and sharing their opinions,” said Terrell.

“She leads our creative agency, but also shoots a lot of our content herself. She’s our person on the ground, capturing the authenticity of the brand and sharing it through social media.”

## Entities

- Franchising.com (publication)
- Restaurants (sector)
- marketing strategy (topic)
- partnerships (topic)
- Krystal (company)
- talent acquisition (topic)
- Blueprint (company)
- Hasbro (company)
- brand relevancy (topic)

---
Originally reported by Franchising.com (https://www.franchising.com/news/20221013_krystal_cmo_casey_terrell_sets_new_course_for_continued_brand_relevancy.html). Summarized by Burnaze (https://burnaze.com/article/8680f83a-d268-42f0-a8b8-dea1432390f8).