Social Media Copywriter | As-It-Is Nutrition

1 Line JD - A social-first copywriter role for someone who thinks in scripts, not captions - turning human insight into scroll-stopping content for As-It-Is Nutrition.



Our Mission

At As-It-Is Nutrition, we believe the best marketing doesn't feel like marketing - it feels like a real conversation. Our mission is to turn everyday human truths into content people stop scrolling for, relate to, and act on. This role exists to give that mission a voice: writing scripts so real that our audience sees themselves in them, feels understood, and chooses to become part of the As-It-Is story.

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 social-first copywriter who thinks in scripts, not captions. Your job is simple: turn human insights into scroll-stopping scripts and content that people relate to, engage with, and share.

You'll Work Closely With

• Social Media Manager
• Videographer & Editors
• Growth Team
• Influencers / Creators
• Founders
  
  

What You'll Own (KRAs)

• Script Writing for Social (Core Ownership)
  
  

Write Reels, Shorts, UGC, and influencer scripts - focused on first 3-second hooks, natural flow, and real conversations.

Output: 15–25 scripts/week

You own the question: Does this script feel real and hold attention

• Hook & Content Ideation Engine
  
  

Generate 30–50 hooks/week across personas (male vs. female), pain points, and content formats.

You own the question: What makes people stop scrolling

• Platform-Native Content Writing
  
  

Write for Instagram (Reels + captions), YouTube Shorts, and other relevant platforms - adapting tone, language, and format to each.

You own the question: Does this feel native to the platform

• Persona-Led Storytelling
  
  

Translate female vs. male psychology and age-based life stages (35–60) into scripts, hooks, and content narratives.

You own the question: Does the audience feel seen

• Influencer & UGC Script Collaboration
  
  

Create creator briefs and script directions, ensuring content feels authentic - never ad-like.

• Content Performance Optimization
  
  

Analyze watch time, retention, and engagement. Identify what worked and what didn't, and turn those insights into better scripts.

You own the question: How does our content improve week-on-week

• Social & Growth Alignment
  
  

Work with the performance team to convert organic scripts into ads and align messaging across the funnel.

KPIs - How You'll Be Measured

• Hook Retention (First 3 Seconds): % of viewers who continue watching
• Average Watch Time: Higher = stronger storytelling
• Engagement Rate: Likes, comments, shares - target 5-8%+ (platform dependent)
• Save & Share Ratio (Critical): Signals relatability and value
• Script Output Velocity: 15–25 scripts/week
• Winning Script Ratio: 20–30% of scripts performing above average
• Content-to-Ad Adaptability: % of scripts that can be repurposed into ads
• Iteration Speed: Under 5–7 days
  
  

What Good Looks Like

• Writes natural conversations, not ad copy
• Understands Indian household realities - emotional and practical triggers
• Thinks in hooks, scenes, and dialogue
• Can answer: Why did this video work
  
  

What We Don't Want

• Caption writers who can't write scripts
• Overly polished, ad-style writing
• Generic, template-based content
  
  

Must-Have Skills

• Strong understanding of Instagram Reels and YouTube Shorts
• Experience with UGC scripting and influencer content
  
  

Bonus (Big Plus)

• Experience in the health / wellness category
• Understanding of consumer psychology
• Ability to work with performance data
  
  

Other details -

Location: JP Nagar, Bangalore Experience: 2–4 Years (Ideally could look like - 1-2 years on the agency-side + 1-2 years on the brand-side) Work Timings: Monday to Saturday, 9:00 AM to 6:00 PM (Alternate Saturdays off)

If you're excited about writing stories that people see themselves in - and act on - apply and we'll see you on the other side!