Strategic CRM Marketing Lead

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

• Define and own 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.
• Develop and scale data-driven segmentation, personalisation, and lifecycle frameworks leveraging AI and dynamic content to drive engagement, conversion, and pipeline quality across international markets.
• Own and evolve the mobile channel strategy (SMS, WhatsApp, push, in-app), staying ahead of platform developments, and define best practices to drive engagement, opt-in growth, and compliance across global markets.
• Partner with Brand and Creative teams to lead end-to-end campaign development, integrating generative AI and scalable messaging frameworks for consistent, locally adaptable CRM communications.
• Track and optimise key CRM performance metrics (CTR, conversion rate, opt-in/opt-out, pipeline impact, ROI), and design A/B and multivariate testing programmes.
• Serve as the primary CRM partner to global marketing leadership, presenting strategy and insights to senior stakeholders while ensuring cross-market alignment and execution excellence.

What you'll need

• 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.
• 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 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 and personalisation.
• Strong analytical skills and data-driven mindset with confidence in building/interpreting performance reports and extracting customer insights.
• Excellent stakeholder management and communication skills in English, with a globally collaborative approach and familiarity with generative AI in marketing contexts.

What they offer

• Competitive compensation package with HelloFresh-subsidized Pension Scheme and Berlin relocation support.
• Hybrid working model and exclusive discounts on HelloFresh boxes and office meals.
• Annual learning and development budget, German language learning budget, and access to HelloFresh Academy.
• Mental health support, 24/7 gym access, wellbeing platforms like Headspace and Spill, and sabbatical leave options.