Growth Manager – Activation, Consumer

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

📋 Description

• Create, evaluate, and enhance merchant lifecycle strategies aimed at boosting activation speed, minimizing early churn, and optimizing merchant Net Revenue Retention.

• Take full responsibility for the entire merchant engagement process, from onboarding to reactivation.

• Achieve an increase in activation rate from 61% to 67% within a year by identifying and resolving leaks in the post-approval funnel.

• Execute the incremental GMV plan for the activation portfolio, closing a $1M gap against a target of $1.4M within two quarters while maintaining performance.

• Transform the initial 30 days post-approval into an automated Braze journey utilizing push, WhatsApp, email, and in-app communication channels.

• Facilitate the transition of newly approved users to their first purchase without manual campaign efforts and evaluate the incremental impact.

• Conduct at least one experiment weekly with control groups and monthly reviews to differentiate between genuine lift and noise.

• Provide recommendations on scaling, modifying, or discontinuing initiatives based on experimental outcomes.

• Collaborate closely with teams in Marketing Operations, Brand, Operations, Product, and various business units.

• Mentor and guide team members by setting clear expectations and offering ongoing feedback.

• Engage in analytical, AI, lifecycle/MarTech, case-study, and founder interviews during the recruitment process.

⛳️ Requirements

• Have personally managed a funnel or lifecycle metric and be able to articulate its initial value, final value, and the interventions made.

• Prioritize initiatives based on potential impact and discontinue efforts that do not yield value.

• Possess experience in creating automated, multi-channel customer journeys using Braze or a similar Tier-1 CRM.

• Have a solid understanding of push notifications, WhatsApp, email, and in-app orchestration, including frequency capping and managing user fatigue.

• Able to differentiate between friction-related issues and intent-related issues.

• Capable of launching campaigns directly from a brief if Marketing Operations are unavailable.

• Proficient in writing SQL independently, including joins, aggregations, window functions, and cohort creation.

• Familiar with Databricks, Snowflake, BigQuery, or similar data storage solutions.

• Able to build and analyze activation cohorts and retention curves; can pinpoint significant funnel drop-offs.

• Design tests with control groups and comprehend incremental lift concepts.

• Conduct ROI analysis on campaigns and incentives, focusing on cost per incremental user, payback period, and returns by segment.

• Link decision-making to GMV and unit economics.

• Have managed at least one direct report or have demonstrated leadership and development of individuals without formal authority.

• Have successfully advocated for product prioritization by presenting a data-driven case.

• Coordinate with Brand, Operations, Product, and business unit teams on project scope, timelines, and interdependencies.

• Function at a minimum AI-L3 (Builder) level on Addi's AI Fluency Ladder.

• Develop reusable AI workflows, playbooks, or automations that are adopted by others.

• Utilize Claude, ChatGPT, or similar AI tools daily for tasks such as analysis, brief creation, segmentation logic, and reporting.

• Must provide a conversational English proficiency level in the application.

🏝️ Benefits

• Equity in the company.

• Competitive salary.

• Comprehensive benefits that extend beyond the essentials.

• Opportunity to contribute to a significant financial inclusion mission.

• High-impact growth potential in a rapidly expanding fintech environment.

• Collaborate with a world-class, international team.

• Influence and ownership over technology, strategy, culture, and values.

• Option to decline the AI Notetaker interview recording without affecting candidacy.