Demand Generation Lead

Addi

. Own paid media as Addi’s merchant acquisition engine .

Posted 11/9/2026full-timeRemote • ColombiaSeniorWebsite

Core Competencies

Role fit

Core Competencies

Use this summary to align your resume positioning with the role.

Demonstrates expertise in managing paid acquisition strategies, optimizing campaigns across platforms like Google Ads and Meta Ads Manager, and effectively allocating budgets to achieve cost-per-acquisition targets. Proficient in using analytics tools such as GTM, GA4, and CRM systems to track performance and drive lead generation.

Highest-signal resume keywords

Paid Acquisition ManagementCampaign OptimizationBudget Allocation by Marginal ReturnPerformance Marketing ExperienceGTM and GA4 Auditing

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Performance MarketingPaid AcquisitionCampaign OptimizationGoogle AdsMeta Ads ManagerSQLGTMGA4CRM AttributionIncrementality Testing

Soft Skills

CollaborationNegotiationCommunicationAnalytical ThinkingProblem Solving

Tools & Technologies

SalesforceHubSpotLookerAmplitudeClaudeChatGPTPerformance MaxAdvantage+

Industry Keywords

B2BLead GenerationFintechPaymentsMarketplaceSaaSDigital MarketingAudience TargetingCreative TestingPaid Media

Tech Stack

Tools & technologies

SQL

About the role

Key responsibilities & impact

Own paid media as Addi’s merchant acquisition engine
Rebuild the SMB inbound top of funnel so Sales receives sufficient lead volume and quality
Audit and rebuild account structure, tags, and UTMs
Implement a pre-launch QA checklist for every relaunch
Restore paid inbound lead volume
Reduce cost per acquired merchant by reallocating budget by marginal return
Pause non-paying campaigns and test creative and offers by SMB segment
Build payback-based cases to scale budget after efficiency is proven
Improve paid lead form completion through targeting, audience, and landing-page optimization
Coordinate form, WhatsApp Flow, and RCS fixes with the SMB inbound team
Build a measured funnel from impression to first origination
Clean GTM/GA4 tracking and UTMs and prevent paid cannibalization of organic
Report cost per qualified lead and acquired merchant by channel and campaign
Run regular incrementality tests
Present monthly scale, adjust, or stop recommendations at the SMB business review
Launch budget-capped acquisition pilots on channels beyond Google and Meta
Lead performance agencies through briefing, review cadence, accountability, and course correction
Collaborate with Sales on lead volume and quality definitions
Optimize creative and landing pages
Use AI tools for creative variants, audience research, campaign QA, and reporting
Use platform automation with judgment and override it when needed

Requirements

What you’ll need

Proven experience owning a paid acquisition number and moving it
Experience owning a meaningful monthly paid budget against a cost-per-acquisition target
Experience owning a B2B, merchant, or lead-generation budget at a digital company such as fintech, payments, marketplace, or SaaS
Ability to state starting value, ending value, specific changes that moved a named metric, and how the result was incremental
Ability to allocate budget by marginal return and pause non-performing spend
5 to 8 years in performance marketing, paid acquisition, or demand generation
Direct experience building and optimizing campaigns in Google Ads and Meta Ads Manager
Experience rebuilding or turning around an underperforming paid account
Ability to audit account configuration errors including tags, UTMs, conversion events, and overlapping audiences
Experience connecting ad spend to qualified lead, approval, signed account, and first transaction
Experience setting up or auditing GTM, GA4, UTMs, and CRM attribution such as Salesforce or HubSpot
Basic SQL or direct warehouse and dashboard experience with Looker, Amplitude, or similar
Experience designing geo holdouts or on/off incrementality tests
Ability to explain attribution models to non-technical stakeholders
Experience leading performance agencies against hard targets
Experience negotiating scope and fees and deciding which work to keep in-house
Experience agreeing lead volume and quality definitions with Sales
Experience using sales feedback to change targeting
Experience running creative and landing-page tests
Experience with LinkedIn, TikTok, or programmatic for business audiences
Daily use of Claude, ChatGPT, or comparable AI tools
Experience using platform automation such as Performance Max and Advantage+ with judgment
Conversational English level requested in the application form

Benefits

Comp & perks

Equity in the company
Benefits that go beyond the basics
Competitive compensation
Opportunity for professional growth
Remote work arrangement
Transparent hiring process with feedback regardless of outcome