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 Build and scale a systematic cross-sell engine that transforms Addi’s 2.9M BNPL users into active Savings account holders, maximizing the lifetime value of our customer base and accelerating Addi’s transition into a primary financial ecosystem in Latin America. What you will do Cross-sell Conversion Engine: Design and execute a cross-sell growth program that measurably increases the % of active BNPL and Marketplace users who open and activate a Savings account. Define cohort-level conversion targets by Kepler segment tier (Platinum, Gold, Silver, Bronze) and report monthly on funnel performance and incremental uplift vs. control. CRM Lifecycle for Bank: Build and launch a full CRM lifecycle for the Savings product — onboarding journeys, engagement nudges, balance growth prompts, and early churn prevention flows — across push notifications, email, WhatsApp, and in-app channels in Braze. These journeys should be live and iterated on by Q3. NBA Expansion for Savings: Define and integrate at least 5 new Bank/Savings-specific actions into the NBA (Next Best Action) engine, expanding Addi's 2.9M user action evaluation space to include savings propensity, balance milestones, and upgrade triggers — measured by incremental GMV and activation uplift per NBA action. Experimentation Roadmap: Run a minimum of 4 test designs per quarter on cross-sell messaging, incentive structures, channel mix, timing, and offer framing — establishing a systematic experimentation framework for Bank growth with documented learnings and compounding lift. Segment Intelligence & Reporting: Build and maintain a segment-level cross-sell reporting framework using Segmentation data — tracking funnel stages from "eligible" to "opened" to "activated" per cohort — and produce a weekly growth scorecard shared with the Bank and Marketing leadership. What we’re looking for Proven experience in Lifecycle Marketing & Growth Systems 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. Demonstrates ability to drive Cross-sell & Conversion Strategy Ability to map and optimize user funnels, identifying friction points in the transition from acquisition to activation. Skill in designing effective incentive structures and "hooks" that motivate users to move funds into a new financial product. Experience in measuring incremental lift and managing control groups to prove the true ROI of growth initiatives. Possesses strong Data Proficiency & Analytical Independence Advanced SQL skills to independently extract data, build cohorts, and analyze behavioral patterns without relying on a central data team. Proficiency in translating raw transactional data into actionable growth insights and executive-level reporting. Familiarity with using data science outputs—such as propensity models or Next Best Action (NBA) engines—to trigger automated marketing actions. Track record of rigorous Experimentation & A/B Testing Commitment to a "High-Tempo Testing" culture, with the ability to manage a structured experimentation backlog and document compounding learnings. Strong grasp of statistical significance and the ability to distinguish between mere correlation and true causation in user behavior. Experience in iterating quickly based on test results, scaling winning variants while ruthlessly cutting underperforming ones. Experienced in Financial Product Positioning & Trust-Building Strategic mindset to adapt Addi’s bold, consumer-centric brand voice to the "high-trust" requirements of a regulated banking product. Deep empathy for the Latin American consumer’s financial journey, specifically regarding savings habits and safety perceptions. Ability to collaborate with Legal and Compliance teams to ensure all growth tactics meet Compañía de Financiamiento regulatory standards without sacrificing conversion. Has solid expertise in Execution & Extreme Ownership Demonstrated ability to take a strategic priority from "zero to one" in an ambiguous, fast-paced startup environment. Proactive "grittiness" to troubleshoot technical integration hurdles or data discrepancies personally to ensure project delivery. Excellent cross-functional leadership skills to align Product, Engineering, and Operations teams around shared growth KPIs. 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.