CRM Marketing Lead

Job Description

About the role: What’s in the Box

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.

What you’ll do: The Recipe

• 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.

What you’ll bring: The Ingredients

• 7+ years’ experience in CRM, lifecycle, or digital marketing, with a strong track record in scaling prospect/lead nurture programmes and deep expertise in 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 we offer: The Toppings

• Immerse yourself in a diverse global community of 90+ nationalities.
• Enjoy a competitive compensation package that goes beyond the norm, with perks like a HelloFresh- subsidized Pension Scheme, and a Hybrid working model.
• Elevate your lifestyle with exclusive discounts on your weekly HelloFresh box and office meals.
• Invest in your growth with internal training, a German language learning budget, and access to the HelloFresh Academy.
• Plus, we’ve got your well-being covered with mental health support, transportation perks, and working-parent-friendly benefits. From our ²⁴⁄₇ gym access,wellbeing platforms like Headspace and Spill, to sabbatical leave options, HelloFresh is not just a workplace; it’s a lifestyle of perks and possibilities!

Are you the missing ingredient?

If this sounds like a tasty opportunity, we’d be excited to hear from you. We aim to review your profile and respond within 5 business days.

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