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Addi is a leading fintech platform in Colombia serving 3.6M+ customers and 55,000+ merchants. The company provides banking solutions (deposits, payments, unsecured credit) and commerce services, and recently achieved profitability and regulatory approval to operate as a bank. Backed by top-tier investors including Andreessen Horowitz, Union Square Ventures, and Goldman Sachs, Addi is transforming Latin America's financial ecosystem.
In this role, you will design, produce, and scale brand narrative and executive thought leadership across owned, direct-to-audience channels (LinkedIn, X, Substack) to build trust, authority, and organic reach while navigating the regulatory and reputational risks inherent to a regulated financial entity.
Key responsibilities include:
- Build and execute an authentic, consistent narrative strategy for the CEO and key executive accounts across LinkedIn and X/Substack, driving a 100% increase in high-value audience engagement (founders, investors, financial ecosystem leaders, talent) within the first 6 months.
- Grow Addi's owned channels by achieving a 30% quarterly growth rate in net-new, high-intent followers and readers while maintaining top-tier engagement metrics.
- Successfully orchestrate and launch at least 3 integrated narrative campaigns combining long-form/written pieces, short-form audiovisual content, and coordinated PR amplification with zero compliance breaches.
- Establish a repeatable production pipeline delivering a minimum of 3–5 high-quality pieces per week (essays, short-form videos, opinion pieces) while cutting executive interview-to-publication turnaround time to under 48 hours.
- Build a streamlined workflow with Legal, Compliance, Brand, Product, and PR teams achieving a 100% compliance record on published statements without sacrificing tone, authenticity, or editorial speed.
Requirements:
- Strong executive thought partnership and editorial savvy: serve as a strategic sparring partner and editor to senior leadership, capturing raw executive ideas and translating them into compelling written and audiovisual narratives. Ability to simplify complex technical, commercial, and financial subjects into accessible, human, and authentic stories.
- Demonstrated track record of new media management and audience growth with deep mastery of channel-native dynamics, algorithms, and publishing strategies across LinkedIn, X, Substack, and short-form video. Proven ability to prioritize high-value audience growth over vanity metrics and execute full-funnel narrative campaigns.
- Strong regulatory risk awareness and editorial judgment: ability to navigate the balance between direct, authentic executive tone and strict compliance guardrails of a regulated financial institution. Capacity to identify reputational risks early and maintain absolute accuracy on financial statements, product details, and company policy.
- Experienced in cross-functional coordination and stakeholder management: ability to build seamless, high-trust workflows across Legal, Compliance, Brand, Product, People, and PR teams. Proven track record driving alignment across multi-stakeholder launches.
- Autonomous execution with high accountability: operates with high agency to drive content projects from concept to final distribution. Analyzes channel performance metrics rigorously and combines strong self-motivation with low ego and openness to feedback.
