Demand Generation Lead

addi; Colombia; On-site; COP 90,000,000 - 150,000,000; Full time

Job summary

Addi Colombia is seeking a senior paid media lead to own merchant acquisition, rebuild the SMB inbound funnel, and optimize campaigns across Google Ads, Meta, LinkedIn, and more. You will align budget with marginal returns, improve targeting, and build a measurable funnel tied to qualified leads and signups.

You will work with cross-functional teams to define form flows, tracking, and attribution, and you will run incrementality tests to guide scaling decisions.

Qualifications

• 5–8 years in performance marketing or paid acquisition.
• Experience with B2B lead generation and merchant/audience targeting.
• Ability to specify changes and prove incremental impact.

Responsibilities

• Own paid acquisition as merchant acquisition engine.
• Rebuild inbound funnel and optimize account structure, tagging, and UTMs.
• Reduce CAC by reallocating budget and testing campaigns/offers.
• Improve lead form completion and landing pages by segment.
• Build a unified funnel and report cost per qualified lead and per merchant by channel.

Skills

Paid media management

Google Ads

Meta Ads Manager

Landing page optimization

Budget optimization

Analytics & attribution

Tools

Google Ads

Meta Ads Manager

GA4

GTM

Job description

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 3.6 million customers and partner with more than 55,000 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.

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

Own paid media as Addi's merchant acquisition engine. You will rebuild the SMB inbound top of funnel so Sales receives the volume and quality of leads needed to hit the inbound target, at a cost per acquired merchant that pays back quickly.

What you will do

• Restore paid inbound lead volume by auditing and rebuilding account structure, tags, and UTMs, and putting a pre-launch QA checklist on every relaunch, so there is no unplanned downtime afterward.
• Significantly reduce cost per acquired merchant by reallocating budget by marginal return, pausing non-paying campaigns, and testing creative and offers by SMB segment. Once efficiency is proven, you'll bring a payback-based case to scale budget.
• Raise paid lead form completion by redefining targeting, audiences, and landing pages by segment, and agreeing form, WhatsApp Flow, and RCS fixes with the SMB inbound team.
• Build one measured funnel from impression to first origination by cleaning GTM/GA4 tracking and UTMs, ending paid cannibalization of organic, and reporting cost per qualified lead and per acquired merchant by channel and campaign. You'll run regular incrementality tests and present a monthly scale/adjust/stop verdict at the SMB business review.
• Open new acquisition channels beyond Google and Meta (e.g., LinkedIn, TikTok, merchant communities, partner ecosystems) through budget-capped pilots with pre-set success criteria and clear efficiency targets.

What we're looking for

• Proven experience owning a paid acquisition number and moving it
• Has personally owned a meaningful monthly paid budget against a cost-per-acquisition target, with solid experience owning a B2B, merchant, or lead-generation budget at a digital company (fintech, payments, marketplace, SaaS).
• Can state the starting value, ending value, and the specific changes that moved a named metric, and how they know the result was incremental.
• Allocates budget by marginal return, not by habit or agency proposals, and pauses spend that isn't paying.
• Hands-on ability to run performance channels
• Has 5 to 8 years in performance marketing, paid acquisition, or demand generation, and has built and optimized campaigns directly in Google Ads and Meta Ads Manager (account structure, bidding, audiences, conversion events, creative testing).
• Has rebuilt or turned around an underperforming paid account, with results to show.
• Can audit an account and find configuration errors (tags, UTMs, conversion events, overlapping audiences) before they become costly.
• Full-funnel measurement, not just cost per lead
• Connects ad spend to qualified lead, approval, signed account, and first transaction, and has built a funnel view that Sales and Marketing used to make decisions.
• Has set up or audited tracking (GTM, GA4, UTMs, CRM attribution such as Salesforce or HubSpot) and knows where attribution breaks.
• Writes basic SQL or works directly with a warehouse and dashboards (Looker, Amplitude, or similar) without waiting on an analyst for routine questions.
• Incrementality testing
• Has designed geo holdouts or on/off tests and separated real lift from what organic would have brought anyway.
• Can explain an attribution model to a non-technical stake