Strategic CRM Marketing Lead, HelloFresh
More information about location
2-5 days a week in office
Recipe box subscription service
Posted today
Recipe box subscription service
1001+ employees
Posted today
More information about location
2-5 days a week in office
1001+ employees
Company mission
HelloFresh is on a mission to change the way people eat, forever! They're collectively disrupting the food supply chain and the multi-trillion-dollar food tech industry.
Role
Who you are
- 7+ years experience in CRM, lifecycle, or digital marketing, with a strong track record in scaling prospect/lead nurture programmes, and deep expertise in strategic prospect lifecycle marketing (lead capture, nurture flows, behavioural triggers, and conversion optimisation) across different channels
- Proven mobile channel expertise, including hands-on experience with SMS, Push Notifications, WhatsApp, or in-app messaging campaigns
- Experience in collaborating with Product and UX teams to enhance customer journeys and CRM functionality, also in partnering with Creative teams to drive the development of high-impact CRM campaigns
- Proficiency with CRM platforms (e.g. Salesforce Marketing Cloud, Iterable, Adobe), data tools (e.g. SQL, Google Analytics, Tableau), and CDP tools for segmentation, personalization, machine learning, and reporting
- Strong analytical skills and a data driven mindset with confidence in building/interpreting performance reports, extracting customer-insights, and decision making
- Excellent stakeholder management and communication skills (in English), a globally collaborative approach and familiarity with generative AI in marketing contexts
- Above all, we are looking for people who will make HelloFresh better. There are many different ways of developing skills, and we love diverse experiences! So even if you don’t “tick all the boxes” but think you’d thrive in this role, we would really like to learn more about you
What the job involves
- Based in Berlin and reporting to the Director of CRM in New York, you will act as a strategic partner to global marketing leadership, shaping how HelloFresh Group engages, nurtures, and converts prospective customers across 17 markets and six brands
- You will lead through influence as the global subject matter expert for prospect lifecycle marketing, defining how we connect with leads and potential customers across Email, SMS, WhatsApp, in-app messaging, push notifications, and emerging channels. Working within a distributed, international team across multiple time zones, you will play a key role in aligning strategy and execution globally
- Lifecycle Strategy & Channel Ownership: Defining and owning the end-to-end CRM strategy for leads and prospects across different channels (from first touch to conversion), while leading the global acquisition and nurture roadmap. Alongside developing and scaling data-driven segmentation, personalisation, and lifecycle frameworks leveraging AI as well as dynamic content to drive engagement, conversion, and pipeline quality across international markets
- Mobile & Emerging Channels: Owning and evolving the mobile channel strategy (SMS, WhatsApp, push, in-app), staying ahead of platform developments, and defining best practices to drive engagement, opt-in growth, and compliance across global markets
- Creative Development & Generative AI: Partnering with Brand and Creative teams to lead end-to-end campaign development, integrating generative AI and scalable messaging frameworks to ensure high-quality, consistent, and locally adaptable CRM communications
- Performance, Testing & Optimisation: Tracking and optimising key CRM performance metrics (CTR, conversion rate, opt-in/opt-out, pipeline impact, ROI), while designing and leading A/B and multivariate testing programmes to generate actionable insights on engagement and conversion performance
- Global Stakeholder Partnership: Serving as the primary CRM partner to global marketing leadership, presenting strategy, performance insights, and recommendations to senior stakeholders, representing Leads & Prospects in global planning and go-to-market cycles while ensuring cross-market alignment as well as execution excellence through strong cross-functional collaboration across Analytics, CRM Operations, Product, Pricing, and Brand teams
Application process
- We aim to review your profile and respond within 5 business days
Our take
The food space has seen significant disruption in the last few years, whether it's the rapid expansion of takeaway delivery, online groceries or meal boxes. Consumer tastes are changing and there has been lots of innovation to try and get quality food in front of people more easily. HelloFresh is one of the drivers of that trend.
On the back of a boom in subscriptions during the pandemic, HelloFresh secured its place in the new food market. However, the cost-of-living crisis has meant that the company and its peers have faced dwindling subscriptions, resulting in layoffs and a need to refocus towards a more sustainable future for the business.
That said, HelloFresh still benefits from being a leader in the sector and from its B Corporation status - properties that mean it remains a top option for consumers who want to try meal kits. Only time will tell if the company can sustain its success moving forwards, at a time when its product, however enticing, is becoming less affordable for the general public.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
39% employee growth in 12 months
Company
Funding (last 2 of 6 rounds)
Dec 2016
$97.1m
SERIES G
Sep 2015
$96.7m
SERIES F
Total funding: $405.1m
Company values
- Speed & Agility
- Relentless Prioritisation
- Egoless Environment
- Learning Never Stops
- Data Drivenness
- Customer Centricity
- Long Term Orientation
Company HQ
London, UK
Articles
Leadership
Dominik S. Richter
(CEO)Started his career at Goldman Sachs after graduating from WHU and LSE.
Salary benchmarks
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