Field Notes In Practice | Building Brands That Move as Fast as Consumers
Join Lily Comba and Sarah Crow in this tactical deep dive with Jay Hunter, CEO of Sprinter and launch lead of k2o by Sprinter, Kylie Jenner’s beauty-first hydration line.
D2C brands are no longer bound by neat category lines. A hydration mix can act like a beauty product. A vodka soda brand can expand into ingestible wellness.
The brands who are winning right now are the ones that can move with pace across categories, channels, and creator-led distribution without losing the through-line that makes them coherent.
Jay Hunter has built and scaled brands on both sides of that equation. As former CRO at MaryRuth's, he ran one of the most data-driven omnichannel operations in supplements. Now as CEO of Sprinter, he's leading the k2o launch — a Kylie Jenner–backed expansion from vodka soda into beauty-led hydration, going to market through DTC, TikTok Shop, iHerb, and Amazon.
Jay shares how a modern D2C brand actually operates when speed is the strategy and what it takes to combine founder/celebrity attention, creator distribution, and omnichannel retail into one playbook.
Join Lily Comba and Sarah Crow in this tactical deep dive with Jay Hunter, CEO of Sprinter and launch lead of k2o by Sprinter, Kylie Jenner’s beauty-first hydration line.
D2C brands are no longer bound by neat category lines. A hydration mix can act like a beauty product. A vodka soda brand can expand into ingestible wellness.
The brands who are winning right now are the ones that can move with pace across categories, channels, and creator-led distribution without losing the through-line that makes them coherent.
Jay Hunter has built and scaled brands on both sides of that equation. As former CRO at MaryRuth's, he ran one of the most data-driven omnichannel operations in supplements. Now as CEO of Sprinter, he's leading the k2o launch — a Kylie Jenner–backed expansion from vodka soda into beauty-led hydration, going to market through DTC, TikTok Shop, iHerb, and Amazon.
Jay shares how a modern D2C brand actually operates when speed is the strategy and what it takes to combine founder/celebrity attention, creator distribution, and omnichannel retail into one playbook.
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