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 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 Design, test, and scale merchant lifecycle strategies that increase activation velocity, reduce early churn, and maximize merchant Net Revenue Retention (NRR). This role will own the full engagement journey-from onboarding to reactivation-using behavioral data, experimentation, and tailored communication to ensure merchants get value fast, stay active, and grow with Addi. What you will do Accelerate Merchant Activation Velocity: Reduce the median time for new merchants to achieve 15 loans by 30% within the first 6 months, specifically targeting the critical 1st-5th transaction stages through optimized product nudges, streamlined onboarding improvements, and proactive communication loops. Improve Early Merchant Retention: Increase the 30-day retention rate (defined as ≥2 transactions) for newly activated merchants, by developing and implementing data-driven segmentation and intervention playbooks for early drop-offs. Launch Segmented Merchant Lifecycle Journeys: Design and launch at least 3 distinct, full-funnel lifecycle journeys tailored to specific merchant segments (e.g., Low Transactors, Super Allies, E-commerce vs. Physical Stores, Social Sellers) within the first 12 months, each with unique messaging, product nudges, and support triggers to drive specific behaviors and outcomes. Scale Inactivity Recovery & Reactivation: Achieve a 15%+ lift in Monthly Recurring Revenue (MRR) reactivation within the dormant merchant pool within 9 months, by conceptualizing, delivering, and scaling the "Inactivity Recovery Clinic" framework and executing data-driven resurrection campaigns. Build & Deploy Merchant "Happy Path" Program: Define, implement, and track the "Merchant Happy Path" program within 12 months, a guided journey to shepherd new allies toward key activation milestones. What we're looking for Lifecycle Marketing & Merchant Growth Expertise Possesses 5+ years of proven experience in B2B lifecycle marketing, retention, or growth marketing, with a strong track record of building effective segmentation models and re-engagement strategies in B2B2C or merchant-based business models. Experimentation & Product Thinking Demonstrates a proven ability to design, implement, and analyze rigorous A/B tests across various touchpoints including product nudges, communication channels, and user journeys. This includes prioritizing hypotheses based on potential impact and confidence, fostering a culture of continuous optimization and data-driven product enhancements. Data Proficiency and analytical mindset Exhibits strong SQL skills and comfort working extensively with complex datasets related to funnel analytics, Net Revenue Retention (NRR), retention curves, and activation cohort views. Proven ability to collaborate effectively with data and analytics teams to extract, interpret, and leverage insights for strategic decision-making. This competency ensures all growth efforts are data-informed and measurable. Merchant-Centric Mindset Possesses a deep understanding of Small and Medium Business (SMB) psychology, common onboarding frictions, and business growth drivers. Has a proven track record of improving partner journeys, activation rates, or product adoption by actively seeking and addressing merchant pain points. This aligns directly with Addi's mission to create abundance for its allies. Strong Execution & Ownership Capable of independently owning and driving a strategic initiative from inception (0 to 1) to full-scale implementation. Takes full responsibility for pipeline movement, delivery of lifecycle KPIs, and is comfortable building new processes and strategies from scratch in a dynamic environment. This ensures rapid progress and accountability. 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: Technical assessment (30 min) A session to assess your skills using SQL, one of our team members will ask you to solve different exercises using your SQL experience 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.