Addi Demand Generation Lead at Addi responsible for owning paid media to drive merchant acquisition and rebuild the SMB inbound top of funnel. Focuses on optimizing cost per acquired merchant and improving lead quality.
Responsibilities
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 paid media as Addi’s merchant acquisition engine. You will rebuild the SMB inbound top of funnel so Sales receives the volume and quality of leads needed to hit the inbound target, at a cost per acquired merchant that pays back quickly.
Restore paid inbound lead volume by auditing and rebuilding account structure, tags, and UTMs, and putting a pre-launch QA checklist on every relaunch, so there is no unplanned downtime afterward.
Significantly reduce cost per acquired merchant by reallocating budget by marginal return, pausing non-paying campaigns, and testing creative and offers by SMB segment. Once efficiency is proven, you’ll bring a payback-based case to scale budget.
Raise paid lead form completion by redefining targeting, audiences, and landing pages by segment, and agreeing form, WhatsApp Flow, and RCS fixes with the SMB inbound team.
Build one measured funnel from impression to first origination by cleaning GTM/GA4 tracking and UTMs, ending paid cannibalization of organic, and reporting cost per qualified lead and per acquired merchant by channel and campaign. You’ll run regular incrementality tests and present a monthly scale/adjust/stop verdict at the SMB business review.
Open new acquisition channels beyond Google and Meta (e.g., LinkedIn, TikTok, merchant communities, partner ecosystems) through budget-capped pilots with pre-set success criteria and clear efficiency targets.
Qualification
Can state the starting valueAllocates budget by marginal returnFull-funnel measurementConnects ad spend to qualified leadHas set up or audited tracking (GTM
Required
Proven experience owning a paid acquisition number and moving it
Has personally owned a meaningful monthly paid budget against a cost-per-acquisition target, with solid experience owning a B2B, merchant, or lead-generation budget at a digital company (fintech, payments, marketplace, SaaS).
Can state the starting value, ending value, and the specific changes that moved a named metric, and how they know the result was incremental.
Allocates budget by marginal return, not by habit or agency proposals, and pauses spend that isn’t paying.
Hands-on ability to run performance channels
Has 5 to 8 years in performance marketing, paid acquisition, or demand generation, and has built and optimized campaigns directly in Google Ads and Meta Ads Manager (account structure, bidding, audiences, conversion events, creative testing).
Has rebuilt or turned around an underperforming paid account, with results to show.
Can audit an account and find configuration errors (tags, UTMs, conversion events, overlapping audiences) before they become costly.
Full-funnel measurement, not just cost per lead
Connects ad spend to qualified lead, approval, signed account, and first transaction, and has built a funnel view that Sales and Marketing used to make decisions.
Has set up or audited tracking (GTM, GA4, UTMs, CRM attribution such as Salesforce or HubSpot) and knows where attribution breaks.
Writes basic SQL or works directly with a warehouse and dashboards (Looker, Amplitude, or similar) without waiting on an analyst for routine questions.
