CRM Marketing Lead (Leads & Prospects)

About the role

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.

What you'll do

• 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. Developing and scaling data-driven segmentation, personalisation, and lifecycle frameworks leveraging AI and 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.
• Global Stakeholder Partnership: Serving as the primary CRM partner to global marketing leadership, presenting strategy, performance insights, and recommendations to senior stakeholders, ensuring cross-market alignment and execution excellence across Analytics, CRM Operations, Product, Pricing, and Brand teams.

What you'll need

• 7+ years' experience in CRM, lifecycle, or digital marketing, with a strong track record in scaling prospect/lead nurture programmes across different channels.
• Proven mobile channel expertise, including hands-on experience with SMS, Push Notifications, WhatsApp, or in-app messaging campaigns.
• Experience collaborating with Product and UX teams to enhance customer journeys and CRM functionality, and partnering with Creative teams to drive 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 and extracting customer insights.
• Excellent stakeholder management and communication skills (in English) and familiarity with generative AI in marketing contexts.

What they offer

• Competitive compensation package including a HelloFresh-subsidized Pension Scheme
• Hybrid working model
• Discounts on your weekly HelloFresh box and office meals
• Internal training, German language learning budget, and access to the HelloFresh Academy
• Mental health support via Headspace and Spill, plus 24/7 gym access