Grow Customer Acquisition Through Digital Marketing

Freelancer Requirement – Digital Marketing & Customer Acquisition Tenderly Yours – Ready-to-Eat Chicken Bites 1. About the Brand Tenderly Yours is a premium Ready-to-Eat (RTE) chicken brand developing convenient, flavourful chicken snack products. We are preparing to launch boneless chicken bites featuring distinctive Indian and international flavours. Our products are designed for consumers looking for convenient, tasty chicken snacks that require no cooking or preparation. 2. Objective of Engagement We are looking for a hands-on freelance digital marketing professional who can help us: - Build brand awareness and visibility. - Establish and manage our Instagram presence. - Generate enquiries and convert them into orders through WhatsApp Business. - Plan and execute local customer acquisition campaigns. - Conduct product sampling and promotional activities. - Develop a repeat-purchase customer base. - Acquire B2B customers such as pubs, bars, gyms and retail outlets. The primary objective is to generate actual paying customers and recurring sales, not simply increase social media followers.** 3. Scope of Work A. Instagram Management** - Set up or optimise the Instagram business profile. - Develop a monthly content calendar. - Create engaging Instagram posts, reels and stories. - Handle product photography and short-form video production. - Develop flavour-specific promotional campaigns. - Write captions, hashtags and calls to action. - Manage posting schedules and audience engagement. - Run targeted Instagram advertising campaigns. B. WhatsApp Business Setup and Management** - Set up and optimise WhatsApp Business. - Create an attractive product catalogue. - Develop product descriptions and promotional messages. - Set up enquiry and order-conversion workflows. - Create customer follow-up and repeat-purchase campaigns. - Maintain a customer enquiry and sales database. - Track enquiries through to paid orders. C. Local Customer Acquisition – Pune** Develop and execute customer acquisition activities targeting: - Gyms and fitness studios. - Pubs, bars and beer cafés. - Corporate offices and IT parks. - Premium grocery and gourmet stores. - Food communities and local consumers.

Responsibilities

include: - Identify and prepare a database of potential customers. - Approach relevant establishments. - Coordinate product sampling. - Arrange meetings and product presentations. - Develop partnerships and generate actual orders. - Follow up with prospective customers. The freelancer must be willing to undertake local field activities in Pune, not restrict the engagement to online posting. D. Influencer Marketing** - Identify Pune-based food and fitness micro-influencers. - Coordinate product tasting and promotional collaborations. - Negotiate affordable influencer campaigns. - Develop referral and promotional arrangements. - Track enquiries and sales generated through collaborations. E. Paid Advertising** - Plan and manage Meta advertising campaigns. - Target relevant consumers geographically. - Develop advertising creatives and copy. - Track cost per enquiry, customer acquisition cost and conversions. - Optimise campaigns based on actual sales performance. 4. Expected Deliverables | Deliverable | Expected frequency | |---|---| | Instagram reels | 3 per week | | Instagram posts/carousels | 2 per week | | Instagram stories | 4–5 per week | | Content calendar | Monthly | | WhatsApp promotional campaigns | Weekly | | Influencer outreach | Ongoing | | Local business prospecting | Ongoing | | Performance report | Monthly | The final frequency will be mutually agreed based on the proposed engagement. 5. Performance Measurement and Accountability The freelancer will be evaluated on measurable business outcomes: - Relevant Instagram reach and engagement. - WhatsApp enquiries generated. - First-time paying customers acquired. - Enquiry-to-order conversion rate. - Customer acquisition cost. - Repeat purchases. - Sales generated through marketing campaigns. - Number of prospective B2B customers approached. - Number of B2B accounts converted into paying customers. Follower growth alone will not be considered a measure of success. A monthly report must clearly distinguish between: - Enquiries generated. - Samples distributed. - Orders received. - Paid orders completed. - Repeat orders. - Marketing expenditure and sales attributable to campaigns. ### 6. Candidate Requirements We are looking for someone who: - Has experience in social media marketing and D2C brand promotion. - Has managed Instagram accounts for food, FMCG or consumer brands. - Can independently create reels, posts and promotional creatives. - Understands WhatsApp Business and lead conversion. - Has experience running Meta advertisements. - Can conduct local market research and customer acquisition. - Is comfortable approaching gyms, pubs, bars, cafés and corporate offices. - Can coordinate product sampling and influencer activities. - Can demonstrate previous campaigns and measurable results. Experience with food brands, packaged foods, snacks or QSR businesses will be an advantage. **This is a hands-on execution role, not merely a social media consulting assignment.** 7. Location Preference will be given to freelancers based in Pune who can undertake local sampling coordination, influencer meetings and business development activities. Remote candidates with strong relevant experience may also apply, provided they can manage local execution through a clearly defined arrangement. 8. Engagement Structure We are open to: - Monthly freelance retainer. - Project-based engagement. - Performance-linked incentives for measurable customer acquisition. **Initial engagement will be a 30-day paid trial.** Continuation will depend on execution quality, marketing performance, customer acquisition and overall suitability. The following expenses must be quoted separately: - Freelancer's professional fee. - Instagram/Meta advertising budget. - Influencer fees. -