GTM Generalist

Company Overview:

ITILITE is a leading global brand in the Business Travel, Expense & Cards Management space.

Our mission is to help companies simplify their travel and expense processes, making it an enjoyable experience for employees. We operate on a B2B SaaS model, with a strong presence in the US and India, serving over 500 customers.

We are a Series C funded company, having raised over $45 million from Global Tier 1 VCs like Tiger Global, Z47, Greenoaks and Dharana Capital.

Location: Work from office - Bangalore

Type: Full-time

Experience: 1-2 Years

Role Overview

We're looking for a sharp, analytical marketer to own our inbound and performance marketing channels end-to-end. This isn't a run the ads and report the numbers role. You'll be the one diagnosing why a metric moved, tracing it back through the funnel, and fixing it before it becomes a bigger problem.

You'll work across website, SEO platforms, Google Search Ads and Meta Ads, constantly asking why at every drop-off point in the funnel, and using AI tools to speed up how fast you can find and fix issues. You'll also partner with our design team to iterate on creative (headlines, ad copy, content) based on what the data tells you, and pick up the connected systems: CRM, ad platforms, analytics; quickly enough to see how a change in one shows up in another.

Alongside this, you'll contribute to a growing area of the role: improving how often we're mentioned by AI/LLM tools (AU mention rate) and growing organic/inbound traffic - identifying the right initiatives, building repeatable playbooks, and supporting SEO and content efforts.

Key Responsibilities

• Performance Channel Ownership: Run Google Search Ads and Meta Ads day-to-day, driving the funnel consistently against pipeline/lead targets.
• Root Cause Analysis: For every dip or spike in a campaign metric, dig into why it happened. Don't just report the number, explain and act on it.
• AI-Leveraged Optimization: Use AI tools to surface issues across campaigns faster (underperforming ad sets, budget leaks, audience fatigue, etc.) and fix them on an ongoing basis to maximize ROI.
• Creative Problem-Solving: Diagnose when creative (headlines, ad copy, landing content) is the bottleneck, brief the design team clearly, and see changes through to accurate implementation.
• Systems Thinking: Understand how performance channels connect to the CRM and other tools in the stack, so you can trace a lead from ad click to conversion and troubleshoot across the whole chain, not just one platform.
• LLM Visibility & Organic Growth: Identify and prioritize initiatives that improve our visibility in AI/LLM-driven search and recommendations; support efficiency playbooks and SEO/content efforts that grow organic traffic and conversions.

Requirements

• Experience: 1-2 years in a high-pace environment: startups or similarly demanding settings / teams. Prior performance marketing experience is a plus but not mandatory if the problem-solving chops are strong.
• Education: Graduate from a top-tier college; IIT/NIT strongly preferred.

Core Qualities We're Looking For

• Analytical Ability: You rely on data, not opinions, to make decisions.
• Problem-Solving: When a metric drops, you don't just report it - you find out why and fix it.
• First-Principles Thinking: You figure things out from the basics instead of copying what worked elsewhere.
• Fast Learner: You can pick up a new tool or platform on your own, without much guidance.
• Systems Thinking: You understand how the CRM, ad platforms, and analytics connect, so you can trace an issue back to its source.

Nice-to-Haves (Bonus Points)

• Prior exposure to SEO fundamentals or content strategy.
• Experience building or improving marketing playbooks/SOPs.
• Familiarity with LLM/AI-search visibility as an emerging marketing lever.

Soft Skills

• Ownership: You treat the channels like they're your own budget. You will be required to coordinate with design/web/content teams, but the buck stops at you; you need to do whatever it takes to get the job done
• Communicator: You can explain a technical or data-driven decision to non-marketing stakeholders in plain English.