Senior CRM Strategy Manager, Reactivations

About the role

As the Senior Audience Manager for Reactivations, you will play a critical role in re-engaging the HelloFresh cancelled base globally. You will design customer journeys that nurture and rebuild relationships with cancelled customers, while being accountable for driving reactivation results that contribute to Customer Lifetime Value (CLV). This role goes beyond crafting and optimizing campaigns—it's about taking part in the development of the overarching reactivation strategy to help shape the vision for customer-centric journeys.

What you'll do

• Focus on reestablishing a relationship with cancelled customers, using personalized and data-driven approaches to create tailored E2E customer journeys.
• Develop detailed communication strategies for different segments, including channel definition, message timing, and creative direction across Email, Push Notifications, SMS, Direct Mail and Call Centre Outbound.
• Own a defined set of markets and be accountable for reaching Business Plan targets across Conversion, spend, and CVA.
• Track and optimize key KPIs including Click-Through Rates, Conversion Rates, and overall profitability to drive Incremental Reactivations and CLV.
• Design and execute A/B testing strategies to refine messaging, timing, and offers, continuously improving performance metrics.
• Work closely with Creative, Product Marketing, Marketing Analytics, CRM Operations and local teams to align strategies and develop creative materials.
• Drive and collaborate with teams exploring Automations, Machine Learning and AI applications to improve efficiency and personalization.

What you'll need

• 5+ years in a marketing role, with a focus on CRM, lifecycle marketing, customer journey design or audience segmentation, preferably working with subscription business models.
• Ability to design and execute customer journey strategies while owning business targets across markets and driving initiatives to hit Conversion, spend, and CVA goals.
• Deep understanding of CRM performance metrics (CTR, Conversion Rate, ROI) and Experimentation, with a track record of A/B testing, segmentation, and continuous optimization.
• Proven success working with creative, analytics, operations, and brand teams to deliver results and translate strategy into clear recommendations.
• A sharp eye for compelling visuals and copy, with the ability to partner with creative teams to build communication that resonates with the target audience.
• Openness to leveraging automations, Machine Learning, and AI to improve efficiency and personalization.

What they offer

• Competitive compensation package with subsidized Pension Scheme and Berlin relocation support.
• Hybrid working model with 90+ nationalities in a diverse global community.
• Exclusive discounts on HelloFresh boxes and office meals.
• Annual learning & 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.