DTC Food Brand: Instagram DM Funnels + Meta Lead Ads to Grow Email List (Klaviyo already live)

Job description Klaviyo is already built. We are not on Shopify. I will film short founder-facing videos; you turn them into Reels and Instant Form ads and connect comment-to-DM + Meta leads into the existing welcome flow (plan + WELCOME20). About the brand Bedrock Bakers sells grain-free, gluten-free, vegan, paleo, allergen-friendly English muffins and PAGELS (Paleo Bagels). Site: bedrockbakers.com. Instagram: @bedrockbakers. We are not on Shopify. We're on Woocommerce. The store and checkout already exist. Do not propose a Shopify migration, Shopify apps, or Shopify-only automation. Klaviyo is already in place. Welcome and other core flows are built. First-time buyer code is WELCOME20. Your job is not to rebuild email from scratch. It is to pipe new subscribers into Klaviyo the right way and connect Instagram + Meta to that existing system. The product hook is clear: most gluten-free muffins fall apart; ours toast from frozen and hold a real sandwich. We have Instagram and a subscription (“Pagel Club”). We do not have a repeatable system that turns attention into an owned email list. I do not have time to implement this myself. The job Implement an email-list growth engine with three parts: 1)Creative (founder-on-camera clips I film + AI-generated lifestyle/product images + our existing photos) 2)Organic Instagram (comment-to-DM email capture + bio/Stories) 3)Meta Ads (Instant Forms / Lead Ads + lookalikes, synced into existing Klaviyo) Primary KPI: subscribed emails. Secondary: first purchase using WELCOME20. Primary offer (already decided) One magnet for the first 30 days: “7-Day Grain-Free Breakfast Plan” (short PDF + 3 recipes using our muffins/Pagels). Deliver the plan and code WELCOME20 in the Instant Form ending screen, the in-DM sequence, and the existing Klaviyo welcome flow (adjust copy only where needed — do not rip out working flows). I can help write recipes. You turn them into a simple mobile PDF and all capture copy. Scope of work A. Offer + Klaviyo plumbing (do not rebuild what exists) Finalize the lead magnet PDF (4–8 pages, on-brand, mobile readable) Dedicated opt-in page or link-in-bio page (one job: the plan + WELCOME20 — not the homepage) Connect Meta Instant Forms → the correct existing Klaviyo list in real time Confirm consent language so profiles land as email-subscribed Tag/segment Meta Instant Form leads separately from Instagram DM / organic opt-ins Hook new sources into the existing welcome flow; add or edit only what is needed so new leads get the plan + WELCOME20 Do not create duplicate welcome series unless the current flow cannot be adapted Simple tracking sheet: source, spend, emails, CPL, welcome open rate, WELCOME20 redemptions if visible B. Instagram organic capture Comment-to-DM automation (ManyChat or ReplyRush — pick one and implement) Keyword CTA (PLAN / RECIPE / MUFFIN) Capture email inside the DM, then deliver the plan + WELCOME20 Story reply / link-sticker version of the same offer Bio: primary link is the magnet or “Get the plan + WELCOME20” 2 weeks of captions/CTAs for Reels, carousels, and Stories Must work without Shopify. No abandoned-cart IG flows that assume Shopify. C. Creative system Small visual system from Grok Imagine (or equivalent) plus our real product photos Concepts, cropped 1:1, 4:5, 9:16: Breakfast sandwich that holds together Cinnamon raisin Pagel, toasted, butter melting Freezer-to-toaster morning Lead-magnet cover UGC-style kitchen phone shot Named, ad-ready exports Meta “AI info” labels on generated ads are fine. No fake people making false claims. C2. Founder-on-camera (I will film; you will use it) I am the founder and will willingly film short, front-facing phone videos for organic and ads. I am not hiring a videographer or a full-time content manager. You will: Give me a simple shot list and scripts (15–30 seconds, talking to camera, vertical) Tell me exactly what to say, where to stand, and what to hold (muffin/Pagel, sandwich that holds, toaster-from-frozen) Cut my clips into Reels and 9:16 ad versions, add captions, and pair them with the AI stills Use the best clips as the hook for comment-to-DM posts and as Meta lead-ad creative I will film 4–8 clips in the first two weeks if you send a clear list. Keep direction tight. No studio, no teleprompter required. Kitchen / counter / toaster is enough. Topics I can cover on camera: “Most GF muffins fall apart. This one holds a sandwich.” Toast-from-frozen demo What’s in it / what isn’t (grain-free, allergen-friendly) “Comment PLAN and I’ll send the 7-day breakfast plan + WELCOME20” Do not plan a big content calendar. Plan a small batch that feeds the list-growth system. D. Meta Ads (launch + first test) Leads objective, Instant Forms, Higher Intent, Advantage+ placements where useful Form fields: first name + email only; optional one qualifier; email consent Ending screen: plan is on the way + WELCOME20 Audiences: 1% lookalike of purchasers and/or current Klaviyo list Warm: IG engagers, video viewers, site visitors Exclude buyers Controlled test (I set daily budget; plan on about $20–50/day unless we agree otherwise) 4–8 creative variants (founder clips + AI/product stills) Confirm Pixel / Conversions API on the current site (non-Shopify). Flag what is broken; do not assume Shopify pixels. 7–14 day notes: what to kill, what to iterate E. Handoff 1-page SOP: new keyword Reel, swap creatives, where leads land in Klaviyo, how to read the sheet Loom: Ads Manager, DM tool, Klaviyo lists/flows you touched Access + assets list Out of scope unless added later Shopify work, full brand redesign, TikTok, SMS build-out, wholesale, packaging, rebuilding healthy Klaviyo flows from zero, full social management, daily filming direction, or “be my content creator.” I film. You brief, edit, and plug into the funnel. What “done” looks like in 2–3 weeks Magnet live and delivered by email Comment → DM → email working on a live post Bio + Stories path working Instant Form campaign live; leads in Klaviyo as subscribed, correctly segmented Existing welcome flow sending plan + WELCOME20 to these new sources At least 3 founder Reels posted or queued with the keyword CTA, plus 2 ad cuts from the same footage Tracking sheet with first results SOP + Loom Requirements Meta Instant Forms for ecommerce or CPG (show CPL / volume / offer) Instagram DM automation with in-DM email capture Klaviyo: lists, flow edits, Meta lead ad sync — not “Klaviyo for Shopify only” Experience on non-Shopify or custom/other carts is a plus; say what platforms you have run AI food/lifestyle creative testing Can cut founder iPhone footage into captioned Reels and 9:16 ads (CapCut or equivalent is fine) Clear English for ads, DMs, emails US or EST-overlapping hours preferred No follower buying, black-hat IG tools, or pods Nice to have Food / CPG / gluten-free or allergen brands Canva/PDF lead magnet Lookalikes from buyers, not only interest targeting How to apply (skip this and I will ignore the proposal) One list-growth example: offer, IG organic vs. Instant Form, approximate CPL or emails, what you would change. ManyChat or ReplyRush — which and why. Confirm it does not require Shopify. First 14 days, in bullets, assuming Klaviyo flows already exist and the code is WELCOME20. Fixed price or weekly rate for the build, plus optional 4-week optimization cost. How you would use founder face-to-camera clips alongside AI food stills in week one. Do not pitch a 30-video content department. 2–3 links or screenshots. No generic cover letters. Engagement and budget One-time build, optional 4-week optimization after Build: about 20–40 hours Optimization: about 5–10 hours/week if kept on Post: $800–$1500 fixed or $40–$85/hr Ad spend is mine, in my Ads Manager I provide: Klaviyo + Meta + IG access (collaborator), product photos, Reels that worked, WELCOME20, brand voice, and founder footage from your shot list Kickoff we will confirm Exact Klaviyo lists and which welcome flow is live, ad account health, list size, IG size, site platform (non-Shopify), and whether Pagel Club is a backup offer only. Upwork screening question (paste this as the only screening question) We are not on Shopify and Klaviyo flows are already live, including welcome. First-order code is WELCOME20. I will film short founder-facing videos if you give me a shot list. In 5–8 sentences, how would you connect Instagram comment-to-DM and Meta Instant Forms into that existing Klaviyo setup without creating a second welcome series, and how would you use my on-camera clips in week one?