Marketing Lead, Referrals (

HelloFresh SE; Berlin; On-site; EUR 110,000 - 160,000; Full time

Benefits offered by this job

HelloFresh Pension Scheme

Berlin relocation support

Hybrid working model

Annual learning & development budget

German language learning budget

HelloFresh Academy

Mental health support

Headspace/Spill access

Transportation perks

Sabbatical options

Job summary

HelloFresh SE in Berlin is seeking a Marketing Lead to own and drive HelloFresh Group's global referral and virality programme, a key growth engine. You’ll set direction, define KPIs, and build the operating model across CRM and product to enable execution at scale.

Lead cross-functional teams across 16 markets and 8 brands, turning high-level strategy into clear priorities, experiments, and measurable outcomes while shaping how the virality function is perceived within the organization.

Qualifications

• 6+ years in CRM, lifecycle/growth/product marketing, referrals or virality.
• Experience leading cross-functional initiatives with Product, CRM, Analytics and Engineering.
• Product-and-systems mindset to turn goals into roadmaps and experiments.
• Strong analytical and commercial acumen with metrics and outcomes.
• Excellent stakeholder management and communication across senior leaders.
• Proficiency with modern AI tools to improve decision-making and automation.

Responsibilities

• Own the Programme—Strategy to Execution across CRM and product.
• Define proposition, channel strategy, roadmap, and operating model for referral/virality.
• Build and scale referral experiences with cross-functional product-market collaboration.
• Drive performance via experimentation and data-driven decisions.
• Lead multiple teams across markets to deliver measurable business outcomes.
• Collaborate with Product, CRM, Analytics, and Marketing to align priorities.

Skills

CRM

Lifecycle marketing

Growth marketing

Product marketing

Referrals & virality

Stakeholder management

Data analytics

AI tools proficiency

Tools

CRM platforms

Analytics tools

AI tools

Job description

The role

As Marketing Lead, you'll be the senior expert driving HelloFresh Group's global referral and virality programme - one of our key growth engines. This is a high-ownership, high-impact role: you'll set the direction, own the Referral and Virality KPIs and define the operating model that enables execution across the organization.

This role sits at the intersection of CRM, product marketing, growth, and performance, spanning 16 markets and 8 brands globally. You will lead the work, organising cross-functional teams, defining the operational plan and tactical playbooks, shaping how the virality function is perceived and built over time.

You bring the depth of an expert and the range of a generalist: as comfortable in the data as you are in a senior stakeholder room, as rigorous in planning as you are fast in execution. You bring a product management mindset to marketing — translating strategy into clear priorities, experiments, and measurable outcomes.

If you love owning growth programmes end-to-end, thrive at the intersection of marketing, CRM and product, and want to help define what best-in-class referral looks like at a global company - this role is for you.

Above all, we are looking for people who will make HelloFresh better. We believe there are many different ways of developing skills and we love diverse experiences! So even if you don’t “tick all the boxes” but think you’d thrive in this role, we would really like to learn more about you.

What you’ll do

Own the Programme - Strategy to Execution

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.

Build & Scale Referral Growth

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 optimisation. Lead cross-functional execution across multiple teams, navigating complexity and competing priorities to deliver measurable business outcomes.

What you’ll bring

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 to deliver strategic outcomes in fast-paced environments.

A product and systems mindset—you're comfortable turning ambiguous business goals into clear strategies, roadmaps, and experiments while aligning cross-functional teams around shared outcomes without formal authority.

Strong analytical and commercial acumen, with experience defining success metrics, interpreting customer and performance data, running experiments, and translating insights into measurable business impact.

Excellent stakeholder management and communication skills—you're able to influence senior leaders, communicate complex ideas with clarity, and build alignment across Product, CRM, Analytics, and Marketing.

Proficiency with modern AI tools, using them to improve decision-making, accelerate execution, automate workflows, and enhance personal and team productivity.

An ownership-driven approach to problem-solving—you prioritize effectively, thrive in ambiguity, and continuously improve how teams, processes, and customer experiences scale.

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 implementing AI-powered workflows, automation, or scalable marketing infrastructure in a commercial environment.
• Experience working across multiple international markets or global organizations.

What we offer

• Elevate your lifestyle! Join one of Europe's fastest-growing tech powerhouses in a dynamic phase of expansion.
• Immerse yourself in a diverse global community of 90+ nationalities.
• Enjoy a competitive compensation package that goes beyond the norm, with perks like a HelloFresh- subsidised Pension Scheme, Berlin relocation support, and a Hybrid working model.
• Elevate your lifestyle with exclusive discounts on your weekly HelloFresh box and office meals.
• Invest in your growth with an annual learning & development budget, German language learning budget, and access to the HelloFresh Academy.
• Plus, we've got your wellbeing covered with mental health support, transportation perks, and working-parent-friendly benefits. From our 24/7 gym access, wellbeing platforms like Headspace and Spill, to sabbatical leave options, HelloFresh is not just a workplace; it's a lifestyle of perks and possibilities!