Demand Generation Lead

About Addi

We are a leading financial platform, building the future of payments, shopping, and banking—a world where consumers and merchants can transact effortlessly and grow together. Today, we serve over 3.6 million customers and partner with more than 55,000 merchants, making Addi Colombia’s fastest-growing marketplace.

With a state-of-the-art, technology-first approach, we provide banking solutions (deposits, payments, unsecured credit) and commerce services (e-commerce, marketing), bridging the financial gap for millions and redefining how people experience financial freedom. As the country’s leading Buy Now, Pay Later provider, we have secured regulatory approval to operate as a bank, unlocking even greater opportunities for our customers. In the past year, we have also achieved profitability, reinforcing the strength of our business model and our ability to scale sustainably.

Our mission has earned the trust of world-class investors, including Andreessen Horowitz, Architect Capital, GIC, Goldman Sachs, Greycroft, Monashees, Notable Capital, Quona Capital, Union Square Ventures, Victory Park Capital, and more, who back our vision for the future. With their support, we are not just growing—we are transforming Latin America’s financial ecosystem and shaping the next generation to shop, pay, and bank in Colombia.

But what truly sets us apart is how we build. We are a conscious company, driven by deep experience in scaling technology, services and products, and we live by our values every day.

About the Role

This is where you come in. Below, you’ll find what this role is all about: the impact you’ll drive, the challenges you’ll tackle, and what it takes to thrive at Addi. If you’re ready to be part of something big, keep reading.

What’s the mission you’ll drive

Own paid media as Addi’s merchant acquisition engine. You will rebuild the SMB inbound top of funnel so Sales receives the volume and quality of leads needed to hit the inbound target, at a cost per acquired merchant that pays back quickly.

What you will do

Restore paid inbound lead volume by auditing and rebuilding account structure, tags, and UTMs, and putting a pre-launch QA checklist on every relaunch, so there is no unplanned downtime afterward.

Significantly reduce cost per acquired merchant by reallocating budget by marginal return, pausing non-paying campaigns, and testing creative and offers by SMB segment. Once efficiency is proven, you’ll bring a payback-based case to scale budget.

Raise paid lead form completion by redefining targeting, audiences, and landing pages by segment, and agreeing form, WhatsApp Flow, and RCS fixes with the SMB inbound team.

Build one measured funnel from impression to first origination by cleaning GTM/GA4 tracking and UTMs, ending paid cannibalization of organic, and reporting cost per qualified lead and per acquired merchant by channel and campaign. You’ll run regular incrementality tests and present a monthly scale/adjust/stop verdict at the SMB business review.

Open new acquisition channels beyond Google and Meta (e.g., LinkedIn, TikTok, merchant communities, partner ecosystems) through budget-capped pilots with pre-set success criteria and clear efficiency targets.

What we’re looking for

Proven experience owning a paid acquisition number and moving it

Has personally owned a meaningful monthly paid budget against a cost-per-acquisition target, with solid experience owning a B2B, merchant, or lead-generation budget at a digital company (fintech, payments, marketplace, SaaS).

Can state the starting value, ending value, and the specific changes that moved a named metric, and how they know the result was incremental.

Allocates budget by marginal return, not by habit or agency proposals, and pauses spend that isn’t paying.

Hands-on ability to run performance channels

Has 5 to 8 years in performance marketing, paid acquisition, or demand generation, and has built and optimized campaigns directly in Google Ads and Meta Ads Manager (account structure, bidding, audiences, conversion events, creative testing).

Has rebuilt or turned around an underperforming paid account, with results to show.

Can audit an account and find configuration errors (tags, UTMs, conversion events, overlapping audiences) before they become costly.

Full-funnel measurement, not just cost per lead

Connects ad spend to qualified lead, approval, signed account, and first transaction, and has built a funnel view that Sales and Marketing used to make decisions.

Has set up or audited tracking (GTM, GA4, UTMs, CRM attribution such as Salesforce or HubSpot) and knows where attribution breaks.

Writes basic SQL or works directly with a warehouse and dashboards (Looker, Amplitude, or similar) without waiting on an analyst for routine questions.

Incrementality testing

Has designed geo holdouts or on/off tests and separated real lift from what organic would have brought anyway.

Can explain an attribution model to a non-technical stakeholder and defend a result that contradicts expectations.

Directing agencies and partners

Has led a performance agency against hard targets: brief, review cadence, accountability, and the decision to change course.

Negotiates scope and fees, and knows which work to keep in-house.

Working with Sales as one funnel

Has agreed lead volume and quality definitions with a sales team and held both sides to them.

Uses sales feedback on lead quality to change targeting, not to defend the campaign.

Has owned the top-of-funnel part of the number in a sales or business review.

Creative and landing optimization

Has run creative and landing tests and can name what won and why.

Has worked with LinkedIn, TikTok, or programmatic for business audiences.

AI fluency

Uses Claude, ChatGPT, or comparable tools daily for creative variants, audience research, campaign QA, and reporting.

Uses platform automation (Performance Max, Advantage+) with judgment and knows when to override it.

Why join us?

Work on a problem that truly matters – We are redefining how people shop, pay, and bank in Colombia, breaking down financial barriers and empowering millions. Your work will directly impact customers' lives by creating more accessible, seamless, and fair financial services.

Be part of something big from the ground up – This is your chance to help shape a company, influencing everything from our technology and strategy to our culture and values. You won’t just be an employee—you’ll be an owner

Unparalleled growth opportunity – The market we’re tackling is massive, and we’re growing faster than almost any fintech lender at our stage. If you’re looking for a high-impact role in a company that’s scaling fast, this is it.

Join a world-class team – Work alongside top-tier talent from around the world, in an environment where excellence, ownership, and collaboration are at the core of everything we do. We care deeply about what we build and how we build it—and we want you to be a part of it.

Competitive compensation & meaningful ownership – We believe in rewarding our talent. You’ll receive a generous salary, equity in the company, and benefits that go beyond the basics to support your growth.

How the hiring process looks like

We believe in a fast, transparent, and engaging hiring experience that allows both you and us to determine if there's a great fit. Here’s what our process looks like:

• •Step 1: People Interview (30 min)
• A conversation with a recruiter to get to know you, your experience, and what you’re looking for. We’ll also share more about Addi, our culture, and the role.

• •Step 2: Initial Interview (45 min)
• A conversation to explore the paid acquisition results you’ve owned, how you diagnose a channel that drops in volume, and how you align on lead quality with Sales.

• •Step 3: Paid Media Deep Dive (45 min)
• A hands-on session where you’ll audit a Google Ads or Meta ac