Business Analyst (GTM)

Job description

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, grow together and where we create abundance and generate pride in them. Today, we serve over 2 million customers and partner with more than 20,000 merchants, making Addi Colombia’s fastest-growing marketplace. We provide banking solutions (deposits, payments, unsecured credit) and commerce services (e-commerce, marketing) using state-of-the-art technology, 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 Drive exponential supply growth for Addi Marketplace by building and operating a structured, data-driven prospecting engine. You will serve as the category’s "Architect of the Hunting Pipeline," leveraging agentic AI and advanced data enrichment to dictate lead priority and outbound execution, while bridging the gap between raw market data and the Hunter team’s commercial success. WHAT YOU WILL DO - Achieve a qualified merchant pipeline by Month 6 by building automated scraping and gap-analysis scripts to trigger precision lead generation for the Hunter team. - Reach a blended CVR (Lead → Meeting) through the implementation of multi-channel AI-assisted outreach sequences, ensuring 100% alignment with the monthly onboarding targets. - Maintain a contactability rate by deploying automated prospecting flows (WhatsApp Business API, LinkedIn, and Phone) that capitalize on LATAM-specific channel dominance. - Maintain data quality in Salesforce (critical fields: NIT, Category, Tier, Contact) by implementing weekly automated enrichment and de-duplication audits via tools like Clay or Apollo. - Reduce the lead-to-first-Hunter-contact time to <24 hours by automating handoff workflows and CRM alerts, capturing merchant intent while it is at its peak. - Secure an increase in Hunter activations by delivering pre-qualified, high-intent prospects with a "ready-to-close" context and complete business profile. WHAT WE’RE LOOKING FOR Demonstrates Advanced Data-Driven Prospecting & Pipeline Mastery - 1–3 years in RevOps, Sales Ops, or Growth Engineering with a heavy focus on lead generation automation and data-driven GTM strategies. Must have experience managing complex datasets to drive commercial pipelines. - Proficiency in SQL and Data Manipulation (Excel/Sheets/Python) is non-negotiable for segmenting, enriching, and priorizing merchant databases from diverse sources. - Proven track record of building and maintaining prospecting dashboards in Salesforce or Looker to track top-of-funnel health (Lead volume, CVR, Handoff speed). - Ability to transform raw market data into "Actionable Hunting Lists," identifying high-potential merchants and market gaps that translate into immediate revenue opportunities. Track Record of Agentic Prospecting & AI-Assisted Operations - Expertly configures and operates frontier tools (Clay, Apollo, PhantomBuster, Zapier) to scale outreach capacity without increasing human headcount. - Mentalidad de "Machine Builder": Does not just execute a playbook; designs and documents the end-to-end prospecting process, including automated multi-touch sequences (Email, LinkedIn, WhatsApp). - Quickly adapts prospecting tactics based on real-time conversion data, identifying which categories or messaging hooks are underperforming and initiating corrective technical actions. - Familiarity with agentic sales platforms and WhatsApp Business API to maintain high engagement rates in a scalable, semi-autonomous manner. Proven Excellence in Cross-Functional Articulation & Execution - Takes full accountability for the "Data-to-Hunter" bridge, acting as the technical-commercial advisor who tells the Hunter team exactly where to focus their effort for maximum ROI. - Consistently ensures lead quality standards are met, resolving bottlenecks in the handoff process and providing Hunters with full merchant context before every meeting. - Demonstrates the initiative to lead "Pipeline War Rooms" for underperforming categories, adjusting scraping sources or enrichment logic without needing constant supervision. Experienced in Strategic Communication & Growth Logic - Articulates complex GTM dynamics (like lead-to-meeting elasticities and channel performance) into clear, actionable business cases for the Head of Marketplace. - Presents Funnel Reviews to leadership, confidently translating technical metrics (scraping success, enrichment accuracy) into narratives of commercial growth and competitive advantage. - Effectively manages upward communication, providing concise updates on pipeline risks (e.g., depletion of high-tier leads) and recommending required tech-stack adjustments. 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 or hiring manager 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 (60 min) A deeper conversation to explore your experience in prospecting and operations. We will evaluate analytical and digital capabilities, pipeline criteria, lead segmentation, CRM management, and automation. We are looking for a "builder" mindset capable of creating processes from scratch.. - Step 3: Deep Dive Interview (45 min) You'll meet our Product Director to validate technical and analytical capabilities. We will discuss past prospecting cases and your criteria for building end-to-end processes. This includes tool management and openness to AI—focusing not on the tools themselves, but on the logic and strategy behind them. - Step 4: Case Study (60 min) 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 5: 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 mutual excitement. From there, we’ll move quickly to an offer and discuss next steps. 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.