Growth and Performance Copywriter | As-It-Is Nutrition
1 Line JD - A performance-first copywriter role for someone who writes to convert, not just to sound good - turning words into lower CAC and scaled revenue for As-It-Is Nutrition.
As-It-Is Nutrition exists to make honest, effective sports nutrition accessible to every Indian household, not just gym bros. We're building India's biggest sports nutrition brand by putting real ingredients, real transparency, and real results above hype. Today we're the industry's best-kept secret; our mission is to become impossible to miss - a trusted household name millions of Indians reach for to fuel their everyday lives.
About the Org
We are a digital-first business in the Sports Nutrition category, sitting at a scale of approximately 250 crores in revenue - making us the biggest brand in our category. The catch? We are still the best-kept secret in the industry - the biggest brand that not enough people have heard of yet.
Our current marketing squad is an agile, 4-member team which was heavily driven by our founders up until recently. We are in the middle of a massive transformation - setting up a structured marketing team to fuel our ambitious leap.
Historically, our core audience has been the dedicated "gym bros," but we are actively expanding our positioning to capture a much broader, mainstream audience.
If you want to be part of a hyper-growth story, and help transition a founder-led champion into a household corporate name, this is your sandbox.
The Role
We're looking for a performance-first copywriter, not a "brand writer." Your job is simple: write copy that converts, lowers CAC, and scales revenue.
You'll work closely with:
- Growth Team
- Creative Team
- Founders
What You'll Own (KRAs)
1. Ad Copy That Converts
Write hooks (primary focus), primary text, and headlines for Meta Ads, Google Ads, YouTube, and Email/WhatsApp.
Output: 30–50 copy variations/week
2. Creative Testing Engine
Generate multiple angles per persona - continuously test, iterate, and kill weak copy.
You own the question: "What messaging is working and why?"
3. Persona-Led Messaging
Translate male vs. female psychology and pain vs. aspiration into hooks, scripts, and landing page copy.
4. Funnel Copy Optimization
Improve CTR (ads) and CVR (landing pages).
5. UGC Script Writing
Write 10–15 scripts/week for influencers and UGC creators.
6. Performance Analysis (Critical)
Analyze which hooks work and which messaging fails - turn insights into new copy.
KPIs - How You'll Be Measured
- CTR (Click-Through Rate): Target +20-40% improvement over baseline
- CAC Impact: Contribution to lower CAC via better creatives
- Winning Hook Rate: Target 20-30% winning rate
- Creative Output Velocity: 30–50 copy variations/week
- Conversion Rate (Landing Page): Improvement in CVR via copy
- Testing Speed: Under a 5-day cycle
What "Good" Looks Like
- Writes hooks that stop the scroll
- Understands pain psychology and Indian consumer nuance
- Thinks in angles and variations - not attached to ideas
Must-Have Skills
- Understanding of Meta Ads and D2C funnels
- Experience with UGC scripts and performance marketing
Bonus (Big Plus)
- Experience in the health / wellness category
- Understanding of pain psychology
- Ability to read ad performance data
Other Details -
Location: JP Nagar, Bangalore
Experience: 1-4 Years
Work Timings: Monday to Friday, 9:00 AM to 6:00 PM
Ready when you are. One form, one shot.
We review every application. If it's a fit, you'll hear from a human within days.