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The New CMO Playbook: Building the Modern Day Growth Engine (Jay Hunter, CEO of K20; Melissa Burdick, President & Co-Founder of Pacvue; and Don Brett, Host of The CPG View)
Description
Before launching K2O, you spent seven years helping scale MaryRuth’s. What did that experience teach you that emerging CPG brands often learn too late?K2O sits at the intersection of celebrity, wellness, beauty and functional hydration. How do you turn that initial excitement into an enduring brand with staying power?Celebrity can generate awareness quickly, but repeat purchase ultimately determines whether the brand succeeds. How are you translating Kylie’s audience into loyal K2O customers, and what early signals tell you that it is working?K2O is operating across DTC, TikTok Shop, Amazon, iHerb and Target. How do you decide where to invest while keeping the brand, pricing and customer experience consistent across channels?If you were building K2O again from day one, which data, creative-testing and AI capabilities would you put in place immediately?