Retail Velocity for Functional-Benefit Brands
You won the shelf. First Light gets it moving.
Retail velocity - units per store, per week - decides whether a brand keeps its shelf, gets expanded, or gets cut. First Light closes the gap between distribution and demand.
The Problem
You won the shelf. Now it has to move.
Distribution is the beginning, not the win. Retail velocity - units sold per store, per week - is the number that decides whether a brand keeps its shelf space, earns an expansion, or gets cut at the next reset. Most functional-benefit brands already have the product and the placement; what's missing is the demand engine that turns shelf presence into repeat purchase. That gap is exactly where First Light works.
Who I Work With
Built for functional-benefit brands
Products engineered for a specific benefit - energy, focus, calm, sleep, recovery, hydration, gut, immunity.
Services
Every service points at one number: velocity
Compliant Paid Media
Campaigns that get approved and get seen - even in the most restricted categories, where most media buys get rejected before they ever run.
Go-to-Market Campaigns
360° launches that turn a shelf date into a demand curve - built around the retailers and markets that matter most.
Sites & Landing Pages
High-converting pages built to turn traffic - paid, organic, or in-store QR - into trial.
Lifecycle & Retention
Email and SMS that turn a first purchase into a repeat one - because velocity compounds when customers come back.
Why First Light
The edge
Cleared for restricted categories
Hemp and cannabis marketing lives inside a maze of platform policies and state regulation. I navigate it for a living - so your campaigns go live where most marketers get rejected.
AI-enabled, built fast
I build the whole stack myself - landing pages, ad creative, email flows - using AI-enabled tools that turn ideas into live assets in days, not months.
Case Studies
Recent proof
Built and ran a compliant, geotargeted Meta campaign in a restricted category most competitors can't touch. The visible brand support helped open doors with larger retailers and on-premise accounts who wanted in on the momentum.
Rebuilt a consulting group's site that wasn't generating any inbound interest. It produced multiple leads in the first month alone - one turned into a full-time contract for their next fiscal year.
A recent influencer campaign posted a 62% engagement rate (typical sponsored content runs 3-6%) and an 8-point ad recall lift (Meta's median is 4-8 points) - a standout result for a single campaign.
About
About First Light
First Light exists because most functional-benefit brands don't lose on product - they lose on velocity. It's built around two things most marketers don't have: the ability to navigate restricted-category policy, and an AI-enabled way of working that turns strategy into live campaigns and pages in days, not months.
Get in Touch
Tell me what you're launching.
First call's just a conversation - no deck, no pitch. If it's a fit, we'll talk next steps.