Job brief
Our Fitness vertical is at an interesting stage. We have both Services and Products, an existing team, a market with significant opportunity, and a clear ambition:
- Build a strong Fitness business — and take it 10X from where it is today.
- We’re looking for a Marketing Manager who can help us make that happen.
- Someone who understands the fundamentals of marketing, understands people, understands the Fitness industry, knows how to turn ideas into execution, uses AI as a competitive advantage, and most importantly:
When we discuss something, you don’t just tell us what should be done. You figure out how to make it happen.
This is a builder’s role.
You won’t receive a perfectly documented playbook. You’ll help us build one.
What You'll Own
01 — Growth: You’ll work with the Founders and the team to identify where growth is being blocked and build the marketing systems to unlock it. You’ll be responsible for:
- Customer acquisition
- Demand generation
- Lead generation
- Conversion
- Marketing funnel
- Campaign strategy
- Offers & positioning
- Channel performance
- Marketing experiments
- Revenue contribution
You should be able to look at the business and ask: “What is stopping us from growing faster?” Then go figure it out.
02 — Understand the Customer: Before marketing anything, you need to understand who you’re marketing to. You’ll spend significant time understanding:
- Who our customers are
- Why they want to transform
- What problems they are actually trying to solve
- What they fear
- What stops them from taking action
- What makes them trust a Fitness brand
- Why they choose one solution over another
- Why they buy
- Why they don’t buy
- They buy confidence.
- Energy.
- Health.
- Time.
- A better relationship with themselves.
- A better version of their life.
Your job is to find those insights and turn them into marketing that moves people.
03 — Build the Marketing Engine: You’ll be responsible for building and improving the complete marketing funnel: Attention → Interest → Trust → Lead → Conversation → Customer → RetentionThis includes:
- Meta Ads
- Google Ads
- Social Media
- Content
- Landing Pages
- Website
- Lead Generation
- CRM & Lifecycle Marketing
- Email / WhatsApp journeys
- Partnerships
- Referral systems
- Organic acquisition
- Retargeting
- Campaigns & launches
You don’t need to be the world’s best specialist in every channel.But you should know enough to understand:What should we do?Why should we do it?How should we test it?How do we know if it worked?
04 — Services + Products: Our Fitness vertical isn’t just one business model. We have:
Services: Personalized coaching, transformation programs and other high-touch offerings.
Products: Digital products, technology-led offerings and scalable Fitness solutions.
- Positioning
- Audience
- Offer
- Pricing communication
- Go-to-market
- Acquisition
- Conversion
- Retention
- Growth opportunities for both.
05 — Find What Moves the Business: We don’t believe marketing has a fixed formula. Content isn’t marketing. Ads aren’t marketing. Social media isn’t marketing. They are tools. Your job is to figure out which tool, channel, idea or approach will move the business forward. We expect you to look at the problem first and then find the right answer.You’ll work across:
- Campaigns & creative
- Offers & promotions
- Content & social
- Paid acquisition
- Partnerships
- Influencer / creator opportunities
- Community
- Referral & retention
- Product-led growth
- Events & activations
- Sales enablement
- Brand building
- New channels and experiments
You should be comfortable saying:
“The way we’re doing this isn’t working. I think we should try something else.”
06 — AI as a Competitive Advantage: AI isn’t a checkbox in this role. We want someone who asks:“How can we use AI to become 10X better?”You should actively explore how AI can improve:
- Market research
- Customer research
- Competitor intelligence
- Content creation
- Creative ideation
- Ad development
- Data analysis
- Marketing automation
- Personalization
- Reporting
- Experimentation
- Internal workflows
- Website Management
We aren’t looking for someone who uses ChatGPT to write captions. We want someone who can redesign the way marketing gets done using AI.
07 — Data & Decisions. We care about business metrics. You must love the numbers:
- CAC
- CPL
- MQL
- Conversion Rate
- ROAS
- LTV
- Retention
- Revenue
- Funnel velocity
But we don’t want someone who hides behind dashboards. Data tells you what happened.Your job is to figure out:Why did it happen? What should we do next?
08 — Work With Sales & Product: Marketing doesn’t end when a lead comes in. You’ll work closely with Sales to understand:
- Lead quality
- Objections
- Conversion
- Lost opportunities
- Customer feedback
- Buying behaviour
- Product-market fit
- Product positioning
- Launches
- Adoption
- Customer experience
- New growth opportunities
Who Are We Looking For?
We care less about where you worked. We care more about what you have built. You may be a great fit if:
- You have 4–7 years of marketing / growth experience.
- You’ve worked in a startup, D2C, Fitness, Health, Wellness, Consumer or similar environment.
- You understand customer acquisition.
- You understand performance marketing.
- You understand content and creative.
- You understand funnels and conversion.
- You can read numbers and make decisions.
- You have experience working directly with founders or leadership.
- You actively use AI in your work.
- You are comfortable taking ownership.
- You can work without being told what to do at every step.
- You can turn an ambiguous problem into an executable plan.
Most importantly:
You know the basics extremely well. Because creativity without fundamentals is just noise.
You Should Understand Fitness
- Fitness consumers
- Health & wellness behaviour
- Transformation journeys
- Online coaching
- Digital Fitness
- Indian consumers
- NRI consumers
- Fitness trends
- Competitive landscape
And you should be curious enough to learn the rest.
You Should Be Comfortable With a Bootstrapped Startup
- There isn’t an unlimited marketing budget. There isn’t a team of 50 people waiting to execute your strategy.
- There isn’t always a predefined process.
- And sometimes the person who creates the strategy is also the person who has to figure out how to execute it.
You’ll have to:Think → Build → Test → Fail → Learn → RepeatIf you need everything to be structured before you can start, this probably isn’t the right environment. If you enjoy building something from the ground up, you’ll probably enjoy working with us.
What Will Make You Successful Here?
Not the number of campaigns you launch. Not the number of meetings you attend. Not the number of followers we gain.You’ll be successful when:The business grows.When we have:
- More qualified customers
- Better acquisition economics
- Stronger brand demand
- Better conversion
- Better retention
- Stronger marketing systems
- Faster experimentation
- More predictable growth
And eventually: A marketing engine capable of taking the Fitness vertical 10X.
Your First 90 Days
We don’t expect you to magically transform the business in 90 days. We expect you to understand it and start changing it.
Month 1 — Understand & Audit
- Understand the business
- Understand the customer
- Understand the products & services
- Understand existing marketing
- Understand the funnel
- Understand competitors
- Understand the numbers
- Identify the biggest bottlenecks
- What is lacking
Month 2 — Experiment
- Develop the growth strategy
- Identify quick wins
- Launch experiments
- Improve existing campaigns
- Test new audiences
- Test new messaging
- Improve conversion points
- Establish meaningful reporting
- Double down on what works
- Kill what doesn’t
- Build repeatable systems
- Establish the marketing roadmap
- Create the next phase of growth strategy
By the end of 90 days, we should be able to answer: “Where will our next 10X come from?”</divp
What We Expect From You
- Ownership: Don’t wait for instructions. If you see a problem, own it.
- Curiosity: Markets change. Customers change. Technology changes. You should constantly be learning.
- Speed: We would rather test an 80% idea today than discuss a 100% idea for three weeks.
- Creativity: Bring ideas. Challenge assumptions. Think differently.
- Intelligence: Understand the problem before jumping to the solution.
- Accountability: If something doesn’t work, don’t hide behind excuses. Understand why. Learn. Improve.
- Ambition: We’re not trying to build an average Fitness business. We want to build something significant. We want people who want to be part of that ambition.
Why This Role Is Different
You won’t just be joining a marketing team. You’ll be working directly with the people building the Fitness business.You’ll have the opportunity to:
- Shape the marketing strategy
- Build campaigns from scratch
- Experiment with AI
- Work across Brand, Growth, Product and Sales
- Build systems
- Influence business decisions
- See your ideas go from discussion to execution
- Directly impact revenue
Why Join Us?
We don’t believe great marketers are people who know every marketing tool. We believe great marketers are people who can:Understand people. Understand business. Find the opportunity. Create the idea. Build the system. And make it happen.If that’s you —Let’s build something worth talking about.
