Don “eCommerce” Brett & I are starting a new series "The New CMO Playbook" and h
By Melissa Burdick · September 29, 2026 · Curated by George's Blog
Don “eCommerce” Brett & I are starting a new series "The New CMO Playbook" and had the honor of our first guest: Jay Hunter, CEO of k2o (Kylie Jenner's beauty-led hydration brand).
We sat down with Jay to talk about:
How k2o launched on TikTok Shop, hit $12M in sales in 140 days with a 10-person team, and built a playbook that's part of something bigger: how the CMO role is completely changing in 2027.
What we discovered: the playbook isn't about doing more channels. It's about doing fewer things, better. It's about understanding that 58% of your revenue might come from creators—not celebrities. It's about measuring with 40% art and 60% data instead of waiting for perfect attribution. And it's about speed over perfection.
The full conversation is live now (link also in comments). If you're building a 2027 plan, this is essential reading.