Demand Generation Lead

Addi

About The Position

Addi is a financial platform serving more than 3.6 million customers and partnering with over 55,000 merchants in Colombia. It provides banking solutions and commerce services, including payments, deposits, unsecured credit, e-commerce, and marketing. The company is Colombia’s leading Buy Now, Pay Later provider and has regulatory approval to operate as a bank. Addi reports that it achieved profitability in the past year and is focused on scaling its business and transforming Latin America’s financial ecosystem. The Demand Generation Lead will own paid media as Addi’s merchant acquisition engine. The role’s mission is to rebuild the SMB inbound top of funnel so Sales receives enough qualified leads to meet inbound targets while keeping merchant acquisition costs at a level that pays back quickly. The role will restore and improve paid acquisition performance, measurement, and lead-form conversion; evaluate channels and budgets based on marginal returns and incrementality; and work closely with Sales, agencies, and other partners. It will also test new acquisition channels and present monthly recommendations to scale, adjust, or stop campaigns. The role requires hands-on performance marketing experience, strong full-funnel measurement and analytical skills, incrementality testing, agency management, Sales alignment, creative and landing-page optimization, and daily use of AI tools. The hiring process includes recruiter and role interviews, a paid media deep dive, an analytical and AI interview, a business case, and a final interview with the Founder.

Requirements

Five to eight years of experience in performance marketing, paid acquisition, or demand generation.
Proven experience owning a paid acquisition metric and improving it.
Personally owned a meaningful monthly paid budget against a cost-per-acquisition target, with experience managing B2B, merchant, or lead-generation budgets at a digital company such as a fintech, payments company, marketplace, or SaaS business.
Able to describe the starting and ending values of a named metric, the specific changes that drove the result, and how the result was determined to be incremental.
Allocates budgets according to marginal return rather than habit or agency recommendations, and pauses spend that is not paying off.
Hands-on experience building and optimizing Google Ads and Meta Ads Manager campaigns, including account structure, bidding, audiences, conversion events, and creative testing.
Experience rebuilding or turning around an underperforming paid account, with results to demonstrate.
Able to audit accounts and identify configuration errors involving tags, UTMs, conversion events, or overlapping audiences.
Can connect ad spend to qualified leads, approvals, signed accounts, and first transactions, and has built funnel reporting used by Sales and Marketing.
Experience setting up or auditing GTM, GA4, UTMs, and CRM attribution such as Salesforce or HubSpot; understands where attribution can break.
Can write basic SQL or work directly with a warehouse and dashboards such as Looker or Amplitude for routine analysis.
Experience designing geo holdouts or on/off tests and separating incremental lift from demand that organic channels would have generated.
Can explain attribution models to non-technical stakeholders and defend results that contradict expectations.
Experience leading a performance agency against defined targets, managing briefs, review cadence, accountability, scope, fees, and decisions about in-house work.
Has agreed lead-volume and lead-quality definitions with a Sales team, used sales feedback to adjust targeting, and owned top-of-funnel results in a sales or business review.
Experience running creative and landing-page tests and explaining what won and why.
Uses Claude, ChatGPT, or comparable AI tools daily for creative variants, audience research, campaign QA, and reporting.
Can use platform automation such as Performance Max and Advantage+ judiciously and knows when to override it.

Nice To Haves

Experience with LinkedIn, TikTok, or programmatic advertising for business audiences.
Experience with acquisition through merchant communities or partner ecosystems.

Responsibilities

Own paid media as the merchant acquisition engine and rebuild the SMB inbound top of funnel to deliver sufficient lead volume and quality at an efficient cost per acquired merchant.
Audit and rebuild paid account structure, tags, and UTMs; use a pre-launch QA checklist for every relaunch to prevent unplanned downtime.
Reduce cost per acquired merchant by allocating budget according to marginal return, pausing campaigns that do not pay back, and testing creative and offers by SMB segment.
Build a payback-based case to scale budget once efficiency is demonstrated.
Improve paid lead-form completion by refining targeting, audiences, and landing pages by segment, and coordinate form, WhatsApp Flow, and RCS improvements with the SMB inbound team.
Connect measurement from impression through first origination by cleaning GTM/GA4 tracking and UTMs, preventing paid cannibalization of organic, and reporting cost per qualified lead and acquired merchant by channel and campaign.
Run regular incrementality tests and present a monthly scale, adjust, or stop recommendation at the SMB business review.
Pilot acquisition channels beyond Google and Meta, such as LinkedIn, TikTok, merchant communities, and partner ecosystems, using budget caps, preset success criteria, and efficiency targets.
Build and optimize campaigns directly in Google Ads and Meta Ads Manager, including account structure, bidding, audiences, conversion events, and creative testing.
Connect advertising spend to qualified leads, approvals, signed accounts, and first transactions; build funnel views that Sales and Marketing use to make decisions.
Set up or audit tracking and attribution, including GTM, GA4, UTMs, and CRM attribution, and identify where attribution breaks.
Write basic SQL or work directly with a data warehouse and dashboards to answer routine questions.
Design geo holdouts or on/off tests, distinguish incremental lift from organic demand, and explain attribution results to non-technical stakeholders.
Lead performance agencies against targets through briefs, review cadence, accountability, and course corrections; negotiate scope and fees and decide what work to keep in-house.
Align with Sales on lead-volume and lead-quality definitions, use sales feedback to adjust targeting, and own the top-of-funnel contribution in sales or business reviews.
Run creative and landing-page tests, assess what performed best and why, and use AI tools for creative variants, audience research, campaign QA, and reporting.
Use platform automation such as Performance Max and Advantage+ with judgment, overriding it when appropriate.