Amaze Holdings, Inc. named Joel Krutz as its new chief financial officer, effective January 5 2026. Krutz joins the company after a 20‑plus‑year career in senior finance roles across media, technology and digital infrastructure, most recently serving as CFO and COO of Crown Electrokinetics Corp. and previously holding a senior finance position at Paramount Global (ViacomCBS Networks International).
The appointment follows Amaze’s strategic pivot from a low‑carb wine producer to a creator‑powered commerce platform. The company’s platform, which powers e‑commerce for creators and brands, has been expanding through AI‑driven features such as “Amaze Moments” and recent acquisitions, including The Food Channel. Amaze has faced financial headwinds, with declining revenues and increasing losses in some periods, but it has also reported year‑over‑year revenue growth in certain quarters driven by platform expansion and acquisitions. The CFO’s role will focus on strengthening financial discipline, enhancing capital flexibility, and supporting the company’s long‑term growth strategy as it works toward a debt‑free balance sheet by Q1 2026.
CEO Aaron Day said the hire “reinforces our financial foundation and positions the company for long‑term success.” Day emphasized that Krutz’s experience navigating public markets and building global financial infrastructure will be critical as Amaze scales its platform and seeks to capture a larger share of the creator economy. The company’s leadership team is also focused on optimizing operations and reducing debt, with a goal of becoming debt‑free in the first quarter of 2026.
The CFO appointment signals Amaze’s commitment to disciplined capital management amid a competitive and rapidly evolving creator‑commerce landscape. By bringing in a seasoned finance executive, Amaze aims to balance aggressive platform investment with prudent cost control, positioning the company to capitalize on growth opportunities while managing the risks associated with scaling a high‑margin digital business.
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