Job Description

Employment Type: Full-Time Location Type: Remote

About Addi

Addi is a leading financial platform dedicated to building the future of payments, shopping, and banking. Our mission is to create a world where consumers and merchants can transact effortlessly and grow together. We currently serve over 2 million customers and partner with more than 20,000 merchants, establishing Addi as Colombia’s fastest-growing marketplace.

Leveraging a state-of-the-art, technology-first approach, we offer a comprehensive suite of services including banking solutions (deposits, payments, unsecured credit) and commerce services (e-commerce, marketing). We aim to bridge the financial gap for millions and redefine the financial experience for individuals. As the leading Buy Now, Pay Later provider in Colombia, we have secured regulatory approval to operate as a bank, opening up significant new opportunities for our customers. In the past year, we have also achieved profitability, demonstrating the strength of our business model and our capacity for sustainable scaling.

Our mission has garnered the trust of world-class investors, including Andreessen Horowitz, Architect Capital, GIC, Goldman Sachs, Greycroft, Monashees, Notable Capital, Quona Capital, Union Square Ventures, and Victory Park Capital, all of whom support our vision for transforming Latin America’s financial ecosystem and shaping the future of commerce, payments, and banking in Colombia.

What truly sets us apart is our approach to building. We are a conscious company, driven by extensive experience in scaling technology, services, and products, and we embody our values in our daily operations.

About the Role

This role is an opportunity to drive significant impact at Addi. You will be responsible for tackling key challenges and contributing to our growth. If you are ready to be part of something substantial, continue reading.

What’s the mission you’ll drive

• Own the go-to-market (GTM) strategy for Addi’s consumer lending products.
• Translate product features into compelling customer narratives that drive adoption, engagement, and market leadership.
• Serve as the crucial bridge between Product, Marketing, and Sales to ensure seamless product launches and sustained growth in the Colombian market.

What you will do

• Develop and Roll Out GTM Playbook: Create and implement a standardized go-to-market playbook that will serve as the single source of truth for all product launches, aiming to reduce time-to-market and ensure consistent messaging and execution across all channels.
• Drive Product Adoption: Increase the adoption rate of new consumer lending products by developing and executing GTM strategies rooted in deep customer empathy and clear, compelling value propositions.
• Build Customer Insights Engine: Operationalize a continuous customer insights engine using JTBD (Jobs-to-be-Done) interviews and market segmentation. Deliver insight reports that directly influence product roadmap priorities and messaging adjustments.
• Redefine Value Propositions: Unify and redefine the value propositions for Addi's core BNPL products, aiming for improved message clarity and resonance, measured through A/B testing on key landing pages and top-of-funnel marketing campaigns.
• Launch Sales Enablement Program: Equip the sales team with necessary tools (collateral, battle cards) and training through a comprehensive sales enablement program, contributing to increased sales confidence and effectiveness in positioning Addi’s products.

What we’re looking for

• Proven GTM Leadership: A proven track record of successfully leading end-to-end go-to-market strategies.
• Experience: 8+ years in corporate communications, with a significant portion (4+ years) specifically within high-growth fintech, technology, or financial services in Latin America.
• Market Presence: Deep experience and a current, active presence in the Colombian media market are essential.
• Building Communications Function: Demonstrated success in building a communications function from the ground up and leading the end-to-end communications strategy for major corporate milestones such as funding rounds, M&A, or flagship product launches.
• Reputation Management: Hands-on success in building and protecting a company’s reputation, including experience navigating complex crisis situations.