1 Line JD: A hands-on growth and performance marketing role for someone who can connect media, creative, consumer behaviour, and the full funnel to find and scale the next growth lever for As-It-Is Nutrition.

Our Mission

As-It-Is Nutrition exists to make honest, effective sports nutrition accessible to every Indian household, not only serious gym-goers. We are building a trusted, mainstream nutrition brand by putting real ingredients, transparency, and results above hype.

About As-It-Is Nutrition

As-It-Is Nutrition is a digital-first sports nutrition business with approximately ₹250 crore in revenue. We are already one of the largest brands in the category, but there is a much bigger opportunity ahead: becoming a household name for a broader set of Indian consumers.

The marketing function is evolving from a founder-led setup into a structured, high-performing team. This is an opportunity to join that journey early and help build a sharper, more repeatable growth engine.

The Role

We are looking for an Assistant Manager, Growth and Performance Marketing who is curious about why performance changes, not only what the dashboard reports.

You will work closely with the Head of Marketing and cross-functional creative, content, design, analytics, and commerce partners. You will manage campaigns, diagnose the full funnel, turn data into testable hypotheses, and help the team make better decisions about audiences, creatives, offers, landing pages, and budgets.

This is a hands-on role for someone with 2 to 3 years of experience who is ready to move beyond platform operations and become a strong growth problem-solver.

You will report to: Head of Marketing

What You Will Own1. Performance Marketing

- Manage and optimise campaigns across Meta, Google, and other relevant paid channels.
- Track performance against revenue, CAC or CPR, ROAS, conversion, and scale potential.
- Make clear recommendations on when to scale, hold, iterate, or stop a campaign or creative.
- Monitor budget allocation and identify where spend can work harder.

1. Full-Funnel Growth Diagnosis

- Read the journey from spend to audience, creative, click, landing-page view, conversion, AOV, and ROAS.
- Identify where performance is leaking and determine whether the issue sits in targeting, creative, landing page, offer, product, pricing, or checkout.
- Look beyond top-line efficiency metrics to understand what is actually driving or limiting growth.

1. Growth Prospect Discovery

- Find under-funded audiences, inefficient segments, regional opportunities,



and hidden signals in campaign and customer data.
- Investigate anomalies before changing budgets or targeting.
- Turn observations into prioritised opportunities with a clear business case.

1. Creative Performance

- Develop consumer hypotheses, messaging angles, hooks, offers, and creative briefs.
- Work closely with designers, copywriters, editors, and creators to improve ad performance.
- Connect creative learnings with audience and funnel data so each test produces a useful next step.
- Build a clear view of creative fatigue, winning angles, and refresh requirements.

1. Experimentation

- Use a disciplined process: Observation → Hypothesis → Experiment → Metric → Decision.
- Define what each test is expected to teach, not only what it is expected to improve.
- Maintain a learning log so successful insights can be reused across products, audiences, and channels.
- Balance testing velocity with sufficient signal and commercial relevance.

1. CRO and Funnel Improvement

- Partner with relevant teams to improve landing pages, offers, product pages, and checkout journeys.
- Diagnose gaps between clicks and landing-page views, traffic and conversion, or ROAS and AOV.
- Recommend practical changes based on evidence, then measure the impact.

Your First 90 DaysFirst 30 Days: Learn and Diagnose
- Understand the product portfolio, customer segments, growth targets, current channel mix, and performance baselines.
- Audit campaign structure, audience allocation, creative performance, landing pages, and existing reporting.
- Build a clear view of the most important funnel leaks and unanswered questions.

Days 31 to 60: Test and Improve
- Launch prioritised experiments across audience, creative, offer, and landing-page variables.
- Create a simple, reliable cadence for campaign reviews and learning documentation.
- Work with the creative team to translate data into sharper hooks, briefs, and variants.

Days 61 to 90: Scale the Learning System
- Identify repeatable growth opportunities and recommend where to scale, hold, iterate, or stop.
- Improve budget allocation using channel, audience, creative, and funnel evidence.




- Establish a working growth scorecard and a backlog of high-quality experiments.

What We Are Looking For
- 2 to 3 years of hands-on performance or growth marketing experience.
- Strong practical knowledge of Meta Ads and experience managing real budgets.
- Working knowledge of Google Ads and other relevant acquisition channels.
- Strong understanding of ROAS, CAC or CPR, AOV, CTR, CPC, CPM, landing-page view rate, CVR, frequency, and creative fatigue.
- Ability to turn numbers into questions, hypotheses, and decisions, not only dashboards.
- Creative thinking and the ability to identify multiple consumer and messaging angles for the same product.
- Comfort writing or shaping ad concepts, hooks, and briefs.
- Strong Excel or Google Sheets and analytics skills. GA4 experience is preferred.
- D2C or e-commerce experience is preferred.

The Mindset That Will Help You Succeed You see a number and ask a useful question:
- Why is a high-performing segment receiving so little spend?
- Why are clicks strong but landing-page views weak?
- Why is ROAS improving while AOV is falling?
- Is the audience weak, or are we communicating the wrong reason to buy?

The goal is not to run more experiments. The goal is to learn faster and make performance work harder. This Role May Not Be for You If
- You only report spend, CTR, and ROAS without diagnosing what changed.
- You know Ads Manager but are not curious about consumers, creative, and the funnel.
- You default to standard audience structures without a hypothesis.
- You wait for the creative team to decide what should be tested.
- You cannot explain whether a result is scalable.

How Success Will Be Measured
- Quality of campaign decisions and budget allocation.
- Ability to identify meaningful growth signals and funnel leaks.
- Improvement in acquisition efficiency, conversion, and scalable revenue.
- Quality and pace of creative, audience, and funnel experiments.
- Clarity of hypotheses, measurement, and post-test learning.
- Strength of collaboration with creative, content, design, analytics, and commerce teams.

Practical Details
- Experience: 2 to 3 years
- Location: Bangalore, in-office
- Role type: Full-time
- Compensation: ₹6 to 9 LPA
- Reports to: Head of Marketing

A strong candidate sounds like this: "Something interesting is happening here. I want to understand why before I touch the budget." Pay: ₹600,000.00 - ₹900,000.00 per year

Experience

- Performance marketing: 2 years (Preferred)

Work Location: In person

📌 Associate Performance Marketing Manager (J. P. Nagar)
🏢 Tamatar Talent
📍 J. P. Nagar