Growth Manager (Activation & consumer)

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, grow together and where we create abundance and generate pride in them. Today, we serve over 2 million customers and partner with more than 20,000 merchants, making Addi Colombia’s fastest-growing marketplace. We provide banking solutions (deposits, payments, unsecured credit) and commerce services (e-commerce, marketing) using state-of-the-art technology, 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 Design, test, and scale merchant lifecycle strategies that increase activation velocity, reduce early churn, and maximize merchant Net Revenue Retention (NRR). This role will own the full engagement journey—from onboarding to reactivation—using behavioral data, experimentation, and tailored communication to ensure merchants get value fast, stay active, and grow with Addi. What you will do Move the activation rate from 61% to 67% within 12 months by diagnosing where the post-approval funnel leaks, sizing each leak, and shipping against the largest ones every sprint. Deliver the activation portfolio's full incremental GMV plan. The last cycle closed at $1M against a $1.4M plan. Close that variance within two quarters and hold the number in every quarter after. Rebuild the first 30 days after approval as an automated multi-channel journey in Braze (push, WhatsApp, email, in-app) that moves a newly approved user to first purchase without manual campaign work, with a measured incremental lift over the current experience. Run a weekly experiment cadence with clean incrementality reads across the active portfolio: at least one test live per week, holdout groups on everything that matters, and a monthly readout that separates real lift from noise and states what to scale, adjust, or stop. What we’re looking for Owns a number and drives it (MUST HAVE) Has personally owned a funnel or lifecycle metric, can state its starting value, its ending value, and the specific interventions that moved it. Prioritizes by size of prize rather than by ease or by what is already in flight. Kills work that is not paying. Takes a position on what to do next and defends it with data. Designs lifecycle journeys end to end (MUST HAVE) Has built automated, multi-channel customer journeys in Braze or a comparable Tier-1 CRM: onboarding, activation, and early retention. Understands multi-channel orchestration across push, WhatsApp, email, and in-app, including frequency capping and fatigue management. Knows the difference between a friction problem and an intent problem, and treats them differently. Can launch a campaign directly from a brief when Marketing Operations is at capacity, without needing supervision. Works with data independently (MUST HAVE) Writes SQL without help: joins, aggregations, window functions, and cohort construction against a warehouse (Databricks, Snowflake, BigQuery, or comparable). Builds and monitors activation cohorts and retention curves. Reads a funnel and identifies the drop-off that matters. Uses data to tell a story that leads to a decision, not to fill a slide. Understands incrementality and business impact (MUST HAVE) Designs tests with holdouts and knows why. Separates incremental lift from what would have happened anyway. Runs ROI analysis on campaigns and incentives: cost per incremental user, payback, and return by segment. Connects every decision to GMV and to unit economics. Manages and develops people (MUST HAVE) Has managed at least one direct report, or has clear evidence of leading a workstream and growing the people on it without formal authority. Sets expectations in advance, gives feedback continuously, and does not use a formal process as a substitute for a conversation that should have happened earlier. Influences Product and Brand without authority (MUST HAVE) Has won prioritization from a product team by building the case, not by escalating. Keeps Brand, Operations, Product, and business-unit teams aligned on scope, timelines, and dependencies from kickoff to launch. Escalates rarely, and always with a recommendation attached rather than a problem. Uses AI tools to work faster and better (MUST HAVE, minimum AI-L3) Operates at AI-L3 (Builder) or above on Addi's AI Fluency Ladder : builds reusable workflows, playbooks, or automations that other people adopt, not just personal prompting. Uses Claude, ChatGPT, or comparable tools as a daily working layer for analysis, briefs, segmentation logic, and reporting. Identifies where AI removes meaningful work from the team's week and implements it without being asked. Does not use AI as a substitute for thinking. 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 more in-depth conversation with the hiring manager, where we explore your skills, experience, and problem-solving approach. We want to understand how you think and work. Step 3: Analytical and AI Nativeness Interview (60 min) . A hands-on session designed to assess your analytical thinking and how you work with AI in your day-to-day. We'll explore your SQL skills through a live exercise, your ability to build clean segmentation logic, and how you approach ROI and incrementality analysis. Step 4: Lifecycle and MarTech Deep Dive (45min) You'll walk through designing a customer journey and discuss how you'd orchestrate it across channels, along with how you collaborate with Marketing Operations and ensure quality before launch. Step 5: Case Study (3-5 Days) You may receive a real-world challenge or case study to complete. This is a chance to showcase your expertise and how you approach key problems relevant to the role. Step 6: Co-Founder Interview If there’s a strong match, you’ll have a final conversation with our Founder to align on expectations, cultural fit and ensure mutual excitement. From there, we’ll move quickly to an offer and discuss next steps. We value efficiency and respect for your time, so we aim to complete the process as quickly as possible. Our goal is to make this experience insightful and exciting for you, just as much as it is for us. Regardless of the outcome, we are committed to always providing feedback , ensuring that you walk away with valuable insights from your experience with us.