Marketing Lead, Virality

As Marketing Lead, you'll be the senior expert driving HelloFresh Group's global referral and virality programme—one of the key growth engines. You'll set direction, own the Referral and Virality KPIs, and define the operating model that enables execution across 16 markets and 8 brands globally.

What you'll do

• Own HelloFresh's global referral and virality programme, defining the proposition, channel strategy, roadmap, measurement framework, and execution model across CRM and product.
• Translate business objectives into clear priorities, measurable outcomes, and an operating rhythm that enables cross-functional delivery.
• Act as the organization's subject matter expert for referral and virality, influencing strategy and aligning senior stakeholders.
• Design referral experiences customers love by partnering with Product and local markets to deliver seamless, globally consistent customer journeys.
• Drive referral performance through experimentation, data-driven decision-making, and continuous optimization.
• Lead cross-functional execution across multiple teams, navigating complexity and competing priorities to deliver measurable business outcomes.

What you'll need

• 6+ years of experience in CRM, lifecycle marketing, growth marketing, product marketing, referrals, virality, or similar—ideally within tech, subscription, e-commerce, or marketplace businesses.
• Experience leading complex cross-functional initiatives, bringing together Product, CRM, Analytics, Engineering, and commercial teams in fast-paced environments.
• A product and systems mindset—turning ambiguous business goals into clear strategies, roadmaps, and experiments while aligning cross-functional teams without formal authority.
• Strong analytical and commercial acumen, with experience defining success metrics, interpreting data, running experiments, and translating insights into measurable business impact.
• Excellent stakeholder management and communication skills to influence senior leaders and build alignment across Product, CRM, Analytics, and Marketing.
• Proficiency with modern AI tools to improve decision-making, accelerate execution, and enhance productivity.
• An ownership-driven approach to problem-solving—prioritizing effectively, thriving in ambiguity, and scaling teams, processes, and customer experiences.

Nice to have

• Hands-on experience building or scaling referral, virality, or customer advocacy programmes.
• Experience working in subscription, tech, e-commerce, or marketplace businesses.
• Familiarity with CRM platforms, experimentation frameworks, and customer analytics tools.
• Experience working across multiple international markets or global organizations.

What they offer

• Competitive compensation package with HelloFresh-subsidized Pension Scheme and Berlin relocation support.
• Hybrid working model with flexible work arrangements.
• Exclusive discounts on HelloFresh boxes and office meals.
• Annual learning & development budget, German language learning, and access to HelloFresh Academy.
• Mental health support, transportation perks, 24/7 gym access, and working-parent-friendly benefits.
• Diverse global community of 90+ nationalities.