Strategic CRM Marketing Lead (all genders)

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 Partners