[Hiring] Demand Generation Lead @Addi

Role Description

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.
• Rebuild the SMB inbound top of funnel for Sales to receive the volume and quality of leads needed to hit the inbound target.
• Achieve 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.
• Implement a pre-launch QA checklist on every relaunch to avoid unplanned downtime.
• Reduce cost per acquired merchant by reallocating budget by marginal return and pausing non-paying campaigns.
• Test creative and offers by SMB segment and scale budget once efficiency is proven.
• Raise paid lead form completion by redefining targeting, audiences, and landing pages.
• Build one measured funnel from impression to first origination by cleaning GTM/GA4 tracking and UTMs.
• Open new acquisition channels beyond Google and Meta through budget-capped pilots.

Qualifications

• Proven experience owning a paid acquisition number and moving it.
• Experience managing a meaningful monthly paid budget against a cost-per-acquisition target.
• Ability to state the starting and ending values of metrics and the specific changes that moved them.
• Hands-on ability to run performance channels.
• 5 to 8 years in performance marketing, paid acquisition, or demand generation.
• Experience in building and optimizing campaigns directly in Google Ads and Meta Ads Manager.
• Ability to audit an account and find configuration errors before they become costly.
• Experience with full-funnel measurement connecting ad spend to qualified leads and transactions.
• Experience in incrementality testing and explaining attribution models to non-technical stakeholders.
• Experience directing agencies and partners against hard targets.
• Experience in creative and landing optimization.
• Fluency in AI tools for creative variants, audience research, and reporting.

Requirements

• Connects ad spend to qualified lead, approval, signed account, and first transaction.
• Has set up or audited tracking (GTM, GA4, UTMs, CRM attribution).
• Writes basic SQL or works directly with a warehouse and dashboards.
• Has designed geo holdouts or on/off tests for incrementality testing.
• Has led a performance agency against hard targets.
• Uses sales feedback on lead quality to change targeting.
• Has run creative and landing tests and can articulate results.
• Uses platform automation with judgment.

Benefits

• Work on a problem that truly matters, redefining how people shop, pay, and bank in Colombia.
• Be part of something big from the ground up, influencing technology, strategy, culture, and values.
• Unparalleled growth opportunity in a fast-scaling company.
• Join a world-class team focused on excellence, ownership, and collaboration.
• Competitive compensation, including a generous salary, equity, and comprehensive benefits.

How the hiring process looks like

• Step 1: People Interview (30 min) - A conversation with a recruiter.
• Step 2: Initial Interview (45 min) - Explore paid acquisition results and lead quality alignment.
• Step 3: Paid Media Deep Dive (45 min) - Audit a Google Ads or Meta account structure.
• Step 4: Analytical and AI Nativeness Interview (60 min) - Working session on funnel math and AI usage.
• Step 5: Business Case (60 min) - Analyze a real SMB inbound funnel and present a 90-day plan.
• Step 6: Co-Founder Interview (30 min) - Final conversation with the Founder to align on expectations.