Senior Product Marketing Manager

About this role

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 https://co.addi.com/trabaja-con-nosotros#:~:text=%E2%80%A2%20We%20are%20owners,dentro%20del%20equipo. 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…