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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 driveOwn 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.
