Demand Generation Lead

This is a fully remote position, open to applicants in Colombia.

📋 Description

• Manage paid media as Addi’s primary engine for merchant acquisition.

• Revamp the SMB inbound top of funnel to ensure Sales receives adequate lead volume and quality.

• Conduct an audit and restructure account organization, tags, and UTMs.

• Establish a pre-launch QA checklist for every campaign relaunch.

• Re-establish paid inbound lead volume.

• Lower the cost per acquired merchant by reallocating budget based on marginal returns.

• Suspend non-performing campaigns and experiment with creative and offers tailored to SMB segments.

• Develop payback-based cases to scale the budget once efficiency is demonstrated.

• Enhance paid lead form completion through improved targeting, audience selection, and landing-page optimization.

• Collaborate with the SMB inbound team to coordinate fixes for forms, WhatsApp Flow, and RCS.

• Create a measurable funnel from impression to first origination.

• Clean up GTM/GA4 tracking and UTMs to avoid paid cannibalization of organic traffic.

• Provide reports on cost per qualified lead and acquired merchant by channel and campaign.

• Conduct regular incrementality tests.

• Present monthly recommendations for scaling, adjusting, or halting initiatives during the SMB business review.

• Initiate budget-capped acquisition pilot programs on platforms beyond Google and Meta.

• Lead performance agencies through briefings, review cycles, accountability measures, and necessary adjustments.

• Work closely with Sales to define lead volume and quality metrics.

• Optimize creative assets and landing pages.

• Utilize AI tools for generating creative variants, conducting audience research, performing campaign QA, and reporting.

• Apply platform automation judiciously, with the ability to override when necessary.

⛳️ Requirements

• Demonstrated experience in managing a paid acquisition metric and driving its improvement.

• Proven track record of managing a substantial monthly paid budget aligned with a cost-per-acquisition target.

• Experience overseeing a B2B, merchant, or lead-generation budget in a digital environment such as fintech, payments, marketplace, or SaaS.

• Ability to articulate starting values, ending values, specific changes that influenced a named metric, and the incremental results achieved.

• Competence in allocating budgets based on marginal returns and pausing underperforming expenditures.

• 5 to 8 years of experience in performance marketing, paid acquisition, or demand generation.

• Hands-on experience in building and optimizing campaigns within Google Ads and Meta Ads Manager.

• Proven ability to rebuild or turnaround an underperforming paid account.

• Skill in identifying account configuration errors, including tags, UTMs, conversion events, and overlapping audiences.

• Familiarity with linking ad spend to metrics such as qualified leads, approvals, signed accounts, and first transactions.

• Experience in setting up or auditing GTM, GA4, UTMs, and CRM attribution systems like Salesforce or HubSpot.

• Basic SQL knowledge or experience with data warehouses and dashboard tools such as Looker or Amplitude.

• Experience designing geo holdouts or conducting on/off incrementality tests.

• Ability to explain attribution models to stakeholders without a technical background.

• Experience managing performance agencies to meet challenging targets.

• Proven ability to negotiate scope and fees while determining which tasks to keep in-house.

• Experience collaborating with Sales to establish definitions for lead volume and quality.

• Familiarity with utilizing sales feedback to adjust targeting strategies.

• Experience conducting creative and landing-page testing.

• Knowledge of LinkedIn, TikTok, or programmatic advertising for business audiences.

• Regular use of AI tools such as Claude, ChatGPT, or similar platforms.

• Experience employing platform automation like Performance Max and Advantage+, with sound judgment.

• Conversational English proficiency is required as indicated in the application form.

🏝️ Benefits

• Equity in the company.

• Comprehensive benefits that exceed the basics.

• Competitive salary.

• Opportunities for professional development.

• Flexible remote work options.

• A transparent hiring process with constructive feedback provided regardless of the outcome.