Growth Lead Merchant Engagement

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.

Location Type: Remote Employment Type: FullTime

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: