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 and grow together. Today, we serve over 2 million customers and partner with more than 20,000 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 Lead Addi’s B2B Marketing function as an AI-first operating system, driving merchant GMV growth by scaling the Activation and Growth Playbook (PAC) end-to-end. This role unifies B2B merchant activation with Consumer CRM amplification while architecting a fully automated, agentic, and data-driven growth infrastructure to maximize commercial output per FTE. What you will do Deploy a Tiered PAC Framework: Design and operationalize a three-tier PAC model (Premium, Standard, Base) by Q3, driving measurable merchant growth and increased participation across strategic accounts. Launch Merchant Performance Media: Build the paid media function from scratch, launching the first wave of co-campaigns in Q3 and shipping a centralized playbook with merchant-facing ROI reporting by Q4. Stand up the Merchant Lifecycle CRM: Architect and launch the merchant onboarding, activation, and retention journeys in Salesforce, deploying the foundational layer by Q3 and full lifecycle orchestration by Q4. Unify the B2B–Consumer Loop: Integrate quarterly PAC planning with the Consumer CRM team by Q3, establishing an automated "B2B Deal → Targeted CRM Amplification → Unified Attribution" feedback loop. Strengthen Marketing-Sales Alignment: Establish a formal marketing-to-sales handoff with the commercial team by Q4, increasing collaboration, pipeline visibility, and engagement across priority accounts. Build an AI-First Operating System: Deploy production-ready AI agents to support key marketing workflows, including account research, content creation, and CRM journey quality assurance. What we’re looking for Proven Track Record in B2B & Merchant Marketing at Scale (MUST HAVE) Demonstrates +6 years of B2B marketing leadership in fast-scaling environments, with deep specialization in marketplace, BNPL, or retail platform ecosystems. Mastered the design of complex co-marketing models, joint-investment economics, and partner attribution structures. Translates commercial priorities directly into revenue-generating programs rather than just asset production. Operates as an AI-First Marketer & Systems Architect (MUST HAVE) Deeply technical and hands-on with prompt engineering, agentic frameworks (e.g., Claude agents, LangGraph), and model selection trade-offs. Applies an explicit "AI as headcount" lens to team design, evaluating every new workflow for automation viability before posting a human opening. Demonstrates at least one live, measurable example of using production AI agents to compound B2B marketing throughput. Possesses Strong CRM Architecture & Salesforce Mastery (MUST HAVE) Experienced in building B2B lifecycle infrastructure (onboarding, activation, retention, expansion) from the ground up on Salesforce. Controls complex data models, audience segmentation, journey logic, and multi-channel orchestration. Track Record of Commercial Fluency & Sales Partnership (MUST HAVE) Speaks fluent pipeline metrics, deal velocity, ICP criteria, and account tiering alongside commercial teams. Direct experience being measured on hard B2B funnel contributions (opportunities sourced/influenced, pipeline acceleration). Demonstrates Excellence in Performance Media & Attribution (MUST HAVE) Hands-on mastery of scaling paid media channels (Meta, LinkedIn, programmatic, in-app) for targeted B2B or co-op merchant audiences. Defends and refines complex incrementality and attribution models directly with merchant partners to prove ROI. Proven Capability in Brand Building & B2B Storytelling (PREFERRED) Strong instinct for category creation, thought leadership, and shaping ecosystem narrative through proprietary flagship moments. Experienced in Team Leadership & Cross-Functional Influence (PREFERRED) Navigates multi-sided business loops and influences matrixed stakeholders across Product, Risk, Legal, and Consumer squads.