WE BUILD
CATEGORY leaders
IN WELLNESS
AND PET.
Every channel your customer shops. One team that owns the outcome — Google Ads, TikTok Shop, Shopify CRO, email flows, creative, and Amazon, Walmart, Target, Chewy.
DTC + every marketplace that matters — run as one P&L by a team of operators, not account managers.
Your growth stack
is fragmented.
One agency runs Amazon. Another runs Google. Your in-house team owns email. The TikTok Shop creator just stopped replying. And no one is responsible for the full P&L. Meanwhile repeat rate is flat, blended CAC is creeping, and every status call ends the same way: "we'll sync with the other team."
That's the seam we fill. One team runs the entire stack — marketplaces, DTC, paid, retention, creative — as a single system against a single number.
DTC growth
Paid acquisition
Marketplaces
Built by an
operator who runs
her own brand.
A decade operating wellness and pet brands across DTC and every marketplace that matters. Started Fireborn because the agencies she hired all owned one channel and none owned the outcome.
Brooke also founded and runs Strippies — a wellness brand sold on Shopify, Amazon, and TikTok Shop. Every playbook Fireborn runs for clients is one we run on ourselves first.
One team, every channel.
No agency tag-teaming. No three vendors pointing at each other when ROAS slips. One P&L view, one team accountable to it.
Operators, not consultants.
We run our own wellness brand — Strippies — on the same channels we run for clients. Every playbook is one we use on ourselves.
Category specialists.
We only work with wellness and pet brands. We already know your buyer, your retailers, your claims constraints, and your repeat-rate math.
We don't work
with everyone.
Only with brands
ready to be the category.
Wellness CPG
- Supplements & ingestibles
- Functional foods & beverages
- Personal care & beauty
- Topicals & recovery
Pet CPG
- Food, treats & toppers
- Supplements & wellness
- Grooming & topicals
- Accessories & lifestyle
Wellness and pet is where our playbook compounds. The buyer, the retailers, the claims constraints, the repeat-rate math: we already know it.
Brands we've taken
from listing to leader.
01Caught a category spike in a week — and kept the share long after it cooled.
Demand for hydrogen water went vertical overnight after a single podcast. We moved spend and repositioned the listings inside the week: sales up 74% in a month, category share up over 150%, and the #1 seller slot. Then the hard part — the keyword softened. DSP audience targeting let us take the same buyers into the rest of the catalog and hold the gain for four more months at 6× ROAS, nearly all of it new-to-brand.
02Took a brand from a year in the red to $500K in profit — while still growing.
They'd spent twelve months negative after ad spend and COGS. We rebuilt the P&L from the SKU up: spend scaled deliberately, price raised only where the data said a product could carry it, content reworked where conversion was leaking. Topline still grew 10%. On Amazon, moving both lines the same direction is rare — this one moved half a million dollars.
03Grew ad sales 40% in a quarter without buying it with efficiency.
Big catalog, thin order value — the ad account wasn't the constraint. We took over full Amazon management and went after conversion and basket size instead: new imagery and content on the SKUs doing the volume, campaigns restructured, advertising expanded to pull AOV up. Ad sales +40% in one quarter, new customers +27%, efficiency flat the whole way.
Four steps
from audit to
compounding growth.
Diagnostic
Full growth audit across every channel — DTC, paid, marketplaces, lifecycle. We surface what's broken before we touch anything.
Roadmap
Quarterly priorities and a 90-day plan tied to your P&L. Sequenced for cash, not for the case study.
Execution
An embedded team running every channel as one system. Slack, not status decks. We move at operator pace.
Reporting
Weekly cadence with leadership, monthly business reviews against the actual P&L. Every number ties back to revenue.
The questions
every CPG founder
asks first.
Do you work with pre-launch brands or only established ones?
How do engagements work?
Do you handle creative production or do we provide it?
Can you take over an existing agency relationship mid-stream?
How do you measure success and report?
Are you a fit for brands outside wellness and pet?
Ready to be
the category,
not compete in it?
Send us your channels. We'll come back with a full growth audit across DTC, paid, and every marketplace you sell on — and the 90-day plan we'd run as your operator.