Growth Manager (Activation & consumer)

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.

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
Move the activation rate from 61% to 67% within 12 months by diagnosing where the post-approval funnel leaks, sizing each leak, and shipping against the largest ones every sprint.

Deliver the activation portfolio's full incremental GMV plan. The last cycle closed at $1M against a $1.4M plan. Close that variance within two quarters and hold the number in every quarter after.

Rebuild the first 30 days after approval as an automated multi-channel journey in Braze (push, WhatsApp, email, in-app) that moves a newly approved user to first purchase without manual campaign work, with a measured incremental lift over the current experience.

Run a weekly experiment cadence with clean incrementality reads across the active portfolio: at least one test live per week, holdout groups on everything that matters, and a monthly readout that separates real lift from noise and states what to scale, adjust, or stop.

What we’re looking for
Owns a number and drives it (MUST HAVE)
Has personally owned a funnel or lifecycle metric, can state its starting value, its ending value, and the specific interventions that moved it.

Prioritizes by size of prize rather than by ease or by what is already in flight. Kills work that is not paying.

Takes a position on what to do next and defends it with data.

Designs lifecycle journeys end to end (MUST HAVE)
Has built automated, multi-channel customer journeys in Braze or a comparable Tier-1 CRM: onboarding, activation, and early retention.

Understands multi-channel orchestration across push, WhatsApp, email, and in-app, including frequency capping and fatigue management.

Knows the difference between a friction problem and an intent problem, and treats them differently.

Can launch a campaign directl