DTC Food Brand Acquisition Strategist

## Overview I'm looking for an exceptional Conversion Rate Optimization (CRO) strategist with deep experience launching and scaling premium direct-to-consumer consumer packaged goods (CPG), especially food brands. **This is NOT a website design project.** **This is NOT a Shopify setup project.** **This is NOT a Facebook Ads management project.** I am looking for someone who can think strategically about consumer psychology and design the highest-converting path from the first ad impression to the first purchase. My first impression is Meta ad to landing page to checkout to purchase. I am only focused on the first 10 customers and nothing beyond that. Just getting the first 10. --- # The Product We are launching a new refrigerated premium functional food called **Protein Fruit Butter**. Our launch product is: **Protein Fruit Butter – Apple Butter** The product is: * Refrigerated fresh * High protein * Oil-free * Low fat * No added sugar * No artificial flavors * Made with real apples and peanuts It is designed to satisfy the desire for your favorite peanut butter and creamy comfort foods while supporting healthier eating, weightloss, and muscle building/recovery. Our initial launch is local delivery only to Baton Rouge Louisiana. --- # Where We Are We already have: * Brand direction * Logo concepts * Packaging concepts * Product concept * Landing page prototype * Local delivery strategy We are **NOT** looking for someone to redesign everything from scratch. We need someone to refine and optimize what already exists for the sole purpose of first 10 customers including copy, messaging, framing, targeting, market, ads copy, etc. --- # The Real Problem We are NOT trying to build a pretty landing page. We're trying to answer one question: **Why would a complete stranger click a Facebook or Instagram ad and spend $25 on a food product they've never heard of?** That's the problem we need solved. --- # What We Need We want you to design the complete first-purchase experience. From: Facebook / Instagram Ad ↓ Landing Page ↓ Product Understanding ↓ Emotional Connection ↓ Trust ↓ Purchase ↓ Order Confirmation Every step should have one purpose: Conversion --- # Deliverables ## 1. First Customer Strategy Who is the most likely first buyer? Not eventually. First. Define: * demographics * psychographics * buying motivations * emotional drivers * frustrations * existing buying habits * competing products --- ## 2. Positioning Strategy What emotional problem are we actually solving? Examples: * Comfort food guilt * Peanut butter cravings * Weight-loss frustration * Protein fatigue * Something else entirely Tell us what should lead the messaging. --- ## 3. Customer Journey Design the complete conversion path. Including: * first impression * curiosity * emotional hook * objections * trust * purchase decision * post-purchase experience --- ## 4. Landing Page Optimization Review our existing landing page. Tell us: * what to remove * what to move * what to rewrite * what to simplify * what is distracting * what increases trust * what decreases trust Do NOT redesign for aesthetics. Optimize for conversion. Every recommendation should be for the sole purpose of driving purchases. Not awareness, brand recognition, education, etc. unless those things are incidental to driving conversion --- ## 5. Messaging Develop: * headline * subheadline * value proposition * CTA language * objection handling * emotional copy * benefit hierarchy We are NOT interested in generic health copy. We want emotionally compelling direct-response copy. --- ## 6. Facebook / Instagram Strategy Recommend: * initial audience * positioning * messaging angles * creative concepts * hooks * offers We are NOT looking for 50 ads. We want the highest probability first tests. --- ## 7. Testing Strategy Tell us: What assumptions should we test first? What should we ignore? When do we pivot? What metrics determine success or failure? --- # Who We're Looking For You have experience launching or scaling: * Premium food brands * Healthy snacks * Refrigerated foods * Functional foods * Consumer packaged goods (CPG) * DTC food brands You understand: * consumer psychology * buyer behavior * conversion optimization * direct-response marketing * emotional buying triggers You think beyond copywriting. You think about why people actually buy. --- # What We DON'T Need Please do NOT apply if your primary expertise is: * Shopify development * GoHighLevel * ClickFunnels * WordPress * Graphic design * Logo design * Social media management Those are implementation skills. This project is strategy. --- # To Apply Please answer these questions: 1. What premium food or CPG brands have you helped launch or grow? 2. What do you believe is the biggest psychological barrier preventing someone from buying a completely new food product online? 3. If you could change only ONE thing on our current landing page to increase conversions, what would it be? 4. What do you think is the biggest risk in our current positioning? 5. If you had a $500 Meta ad budget, how would you spend it to maximize purchases—not just traffic? 6. What books, frameworks, or methodologies most influence your thinking about consumer behavior and conversion optimization? --- # Budget This is a strategy-first engagement. If we find the right person, this can grow into an ongoing role overseeing optimization, testing, and customer acquisition as we launch and scale. We care far more about strategic thinking than years of experience or agency size. We have not run any ads or any exposure yet. The project is currently in stealth development. https://late-nite-bites.com/protein-fruit-butter