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 and grow together. Today, we serve over 2 million customers and partner with more than 20,000 merchants, making Addi Colombia’s fastest-growing marketplace.
With a state-of-the-art, technology-first approach, we provide banking solutions (deposits, payments, unsecured credit) and commerce services (e-commerce, marketing), 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
Own the go-to-market (GTM) strategy for Addi’s consumer lending products, translating product features into compelling customer narratives that drive adoption, engagement, and market leadership while serving as the crucial bridge between Product, Marketing, and Sales to ensure seamless product launches and sustained growth in Colombian market.
What you will do
Product taxonomy, naming, and positioning frameworks defined. Build the canonical taxonomy for Addi's consumer product portfolio (consumer credit lines like Cupo / Intro / Grande; CF; Marketplace programs). Establish naming standards, category hierarchy, and positioning frameworks per product. This is the source of truth every Growth Manager, BU lead, and customer-facing stakeholder references.
Cross-BU launch playbook codified and adopted. A single playbook used for every launch (credit policies, programs, product features, CF expansion). Reduces time-to-launch and ensures consistent messaging across our products portfolio.
CF launch narrative co-owned. Own the consumer-facing positioning and messaging for CF. The Bank Growth Manager owns launch sequencing and the launch outcome; PMM partners on the narrative and post-launch retention messaging.
Web messaging and positioning layer owned. Own the messaging and positioning layer of Addi's website so pages support each BU's positioning and stay coherent with brand and product story across Marketplace, BNPL, and CF. Production and ongoing updates route through Studio and Mkt Ops. Full web ownership is a separate role.
Cross-sell narrative defined and live. Clear, tested story for how Addi customers move across BNPL, CF, and Marketplace. Each BU's has a playbook for cross-sell messaging into and out of their product.
What we’re looking for
Proven experience in product marketing and track record of successfully launching and scaling new products or features.
5+ years of experience in product marketing, with at least 2-3 years within a high-growth B2C fintech, with a deep understanding of the consumer financial services landscape and competitive dynamics.
Proven track record of architecting and executing successful GTM strategies for major product launches, from inception to post-launch optimization.
Demonstrated ability to develop product positioning and messaging frameworks based on market research (e.g., JTBD, persona development, market segmentation).
Hands-on experience with both qualitative and quantitative research methods (e.g., customer interviews, surveys, A/B testing, data analysis) to drive decision-making.
Proven Track Record in Architecting a Scalable Go-to-Market (GTM) Machine to Win
Have pragmatic experience of creating the critical tools, training, and collateral that empower customer-facing teams (Business GMs and front-line consumer teams) to be overwhelmingly effective.
You've owned launch and GM enablement, ensuring that the teams on the front lines are equipped with the messaging, competitive intelligence, and materials they need to win in the market every day.
You are the undisputed owner of the launch playbook. You thrive at the center of the action, masterfully aligning Product, Sales, Marketing, and regional GMs into a single, cohesive unit.
Possesses exceptional skills for transforming complex product features into a single, cohesive, and compelling story
You possess an exceptional ability to translate complex product features into a single, cohesive, and compelling narrative. You build messaging frameworks that make customers feel understood, create desire, and drive action, giving Addi a defensible competitive advantage.
You have experience building entire messaging framework that makes customers feel understood, creates desire, and drives action.
Demonstrated Experience in Building and Actioning a Customer Insights Engine
Proven ability to establish and operationalize a continuous system for gathering, synthesizing, and, most importantly, acting upon customer insights. This is distinct from ad-hoc research; it is about building a formal "engine" using methodologies like Jobs-to-be-Done (JTBD), persona development, and market segmentation that systematically feeds actionable intelligence into the core of Addi's product and marketing strategy.
Possesses a deeply curiosity about what makes our customers tick and you're not satisfied with surface-level answers. You know that the most powerful insights aren't found in spreadsheets alone, so you instinctively go deeper, using methodologies to uncover the real motivations behind their behaviors.
Have solid quantitative Rigor & data driven mindset
For you, data is the source of truth. You are comfortable and fluent in the language of marketing and product metrics, from analyzing the conversion funnel and activation rates to customer segmentation and A/B test results.
You don't just report the numbers; you interrogate them to uncover the stories and opportunities they hide. You use data to build solid business cases, to optimize campaigns in real-time, and to ensure that every strategic decision is grounded in rigorous evidence, not assumptions.
Web messaging and content strategy experience
Hands-on experience owning website messaging, content, and ongoing updates for a multi-product company. You've shaped how a brand shows up on its own pages across product lines, and you've kept that messaging coherent with broader marketing and brand strategy.
You think about the website as a marketing surface, not a static product page. You know how to restructure web content to support cross-sell narratives, product launches, and the strategic story the company is telling.
AI-augmented PMM mindset
You treat AI as part of how you operate, not as an optional add-on. You have a clear point of view on what AI accelerates today (research synthesis, content drafting, audience analysis, campaign variants), what it will handle in 12 months (agentic launch sequencing, dynamic content), and what still requires human judgment (positioning calls, stakeholder management, strategic narrative).
You ship with an explicit augmentation plan: tools you own, agents you orchestrate, work you don't ship because automation handles it.
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: Initial Interview (45 min)
A more in-depth conversation with the hiring manager, where we explore your skills, experience, and problem-solving approach. We want to understand how you think and work.
Step 3: Stakeholder interview (30 min)
A conversation with your Product Director to discuss product strategy, technical trade-offs, and collaboration. Be ready to showcase how your design decisions and product delivery align with business and user needs
Step 4: 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 5: 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 6: 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
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.
