About the role
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 Accelerate consumer time-to-value by designing and scaling data-driven onboarding journeys that maximize activation velocity and early adoption. This role will transform behavioral insights into high-impact lifecycle strategies, ensuring every new Addi user experiences "the magic moment" as quickly as possible. What you will do Accelerate Activation Velocity: Increase the conversion rate of approved prospects completing their first transaction by identifying and removing friction points across the 0-to-1 onboarding funnel. Scale the Lifecycle Engine: Design and deploy a multi-channel automated journey (SMS, Push, WhatsApp, Email) that drives an incremental lift in the transition from "Approved" to "Active" status. Institutionalize an Experimentation Framework: Launch and manage a continuous A/B testing roadmap, maintaining a consistent weekly cadence of experiments to systematically improve funnel efficiency. Data-Driven Journey Mapping: Produce monthly behavioral insights and friction reports using SQL to pinpoint drop-off reasons, resulting in actionable product or communication enhancements each quarter. Maximize MarTech Utilization: Fully optimize the tech stack (Braze/Segment/Claude) to implement event-based, automated activation flows, significantly reducing manual campaign execution. What we’re looking for Proven experience in Lifecycle Marketing & Growth Systems Professional Background: 5+ years of experience in Growth, Lifecycle Marketing, or Retention roles within high-growth digital companies (Fintech, E-commerce, or high-frequency Apps). Expertise in designing end-to-end automated customer journeys in Braze (or similar Tier-1 CRMs), specifically for onboarding and product adoption. Deep understanding of multi-channel orchestration (Push, WhatsApp, In-App, Email) to drive high-frequency engagement without causing "notification fatigue." Track record of managing complex audience segmentations to deliver highly personalized messaging at scale. Audits existing campaigns regularly to ensure relevance and prevent message fatigue. Possesses strong Data Proficiency & Analytical Independence Writes independent SQL queries to extract data from Snowflake or internal databases. Builds and monitors activation cohort views to track the health of new user segments. Performs deep-dive funnel analysis to distinguish between "friction" (UX issues) and "lack of intent" (marketing issues). Uses data to tell a story, presenting findings that lead to executive-level strategic decisions. Strong Execution & Ownership (Operates with high autonomy and initiative) Experimentation & Product Thinking: Designs and analyzes rigorous A/B tests across product nudges and user journeys, prioritizing hypotheses based on potential impact and confidence. AI-Leverage & Efficiency: Proactively integrates AI tools to automate content generation, predict user churn, and personalize communication at scale, ensuring the growth engine stays lean and high-performing. Data Proficiency & Analytical Mindset: Leverages strong SQL skills to independently analyze funnel metrics, activation cohorts, and retention curves, translating data into strategic decisions. Consumer-Centric Mindset: Deeply understands onboarding frictions and consumer motivations, proactively resolving pain points to improve activation rates and deliver user value. 0-to-1 Implementation: Takes full responsibility for the lifecycle pipeline, building new processes and strategies from scratch while maintaining accountability for KPI delivery. 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: Deep Dive Interview (30 min) You'll meet future colleagues and cross-functional team members to get a feel for how we work together. We’re looking for strong contributors and cultural fits, so bring your questions, too! Step 4: 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 5: 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.