Senior CRM Manager, Referrals (all genders)

HelloFresh; Berlin; Hybrid; EUR 90,000 - 150,000; Full time

Benefits offered by this job

Pension scheme

Discounted HelloFresh box

Hybrid work model

Headspace and wellbeing programs

Job summary

HelloFresh is seeking a Senior CRM Manager for Referrals to scale our Group's Referral program across a global brand portfolio. You will own end-to-end referral journeys, design segmentation, and drive AI-powered automation to boost performance across 16 countries.

Collaborating with CRM Operations, Product, Analytics, Pricing & Discounting and Creative, you will shape CRM strategy and ensure campaigns are culturally relevant while maintaining brand integrity.

Qualifications

• 3-5 years hands-on CRM, lifecycle marketing, or email marketing experience.
• Experience deploying campaigns across multiple CRM channels; Iterable is a strong plus.
• Degree in marketing, business, communications or a related field.

Responsibilities

• Design end-to-end referral journeys across Email, Push, and in-product touchpoints.
• Develop segmentation strategies using behavioural and lifecycle signals.
• Define channel mix, timing, and creative direction for each brand.
• Lead AI-driven campaign creation, personalisation, and automation initiatives.

Skills

CRM

Lifecycle marketing

Email marketing

Data-driven

Segmentation

AI & automation

Collaboration

Education

Degree in marketing or related field

Tools

Iterable

Braze

Klaviyo

Salesforce Marketing Cloud

Job description

The role

Are you passionate about driving customer growth through smart, data-driven CRM? As the Senior CRM Manager for Referrals, you will play a critical role in scaling HelloFresh Group's Referral program - one of our highest-ROI acquisition channels - across our global brand portfolio.

The role

Are you passionate about driving customer growth through smart, data-driven CRM? As the Senior CRM Manager for Referrals, you will play a critical role in scaling HelloFresh Group's Referral program - one of our highest-ROI acquisition channels - across our global brand portfolio.

Your mission: make sure every HelloFresh Group brand benefits from the best referral journeys we build. This role goes beyond executing campaigns. You will design E2E customer journeys across Email, Push, and in-product touchpoints; build segmented communication strategies that turn happy customers into active referrers; and contribute directly to the CRM strategy for our global RAF program - helping shape how we reach and activate customers across 16 countries.

You will work closely with CRM Operations, Product, Analytics, Pricing & Discounting and Creative - and you will lead the way in applying AI-driven solutions to make the referral CRM pipeline faster, smarter, and more scalable.

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

• Customer Journey Ownership: Design and execute end-to-end referral journeys - from first invite trigger to friend conversion - across Email, Push Notifications, and in-product touchpoints. Build journeys that feel personal, timely, and brand-right for each market. Benchmark against market best practices in referral, CRM, and lifecycle marketing - and proactively bring new ideas into the team.
• Segmentation: Develop segmentation strategies to target the right customers with the right referral message at the right moment. Use behavioural, lifecycle, and value-based signals to identify high-potential referrers across the brand portfolio.
• Communication Strategy: Define channel mix, message timing, and creative direction for each brand and segment. Own the full campaign lifecycle - briefing, setup, QA and post-campaign analysis - with high precision and independence. Bring a strong creative perspective to referral communications: develop messaging concepts and campaign ideas that stand out and drive action.
• Localisation: Coordinate with local market teams and brand managers to ensure campaigns are culturally relevant, on-brand, and timed to local moments and seasonality. Partner with Creative teams to brief and develop assets that land effectively across different brands and markets.

Drive performance through data and automation

• Performance Optimisation: Monitor key metrics (open rate, CTR, conversion rate, referral invite rate, CVA) regularly, identify gaps, and act on them.
• A/B Testing: Design and execute A/B testing strategies to refine messaging, timing, offer framing, and channel mix - continuously improving referral performance across the portfolio.
• Use self-serve analytics tools and Iterable reporting to produce campaign readouts and share actionable insights with the wider team.
• Lead the adoption of AI tools for campaign creation, personalisation, and automation - finding ways to work smarter without sacrificing quality or brand relevance.

What You’ll Bring

• CRM Craft: 3-5 years of hands‑on experience in CRM, lifecycle marketing, or email marketing. Hands‑on experience building and deploying campaigns across multiple CRM channels. Iterable experience is a strong plus; familiarity with Braze, Klaviyo, or Salesforce Marketing Cloud also valued.
• Data-Driven Mindset: Comfortable reading performance dashboards, running analyses, and drawing actionable conclusions from campaign data. You know what the numbers mean and what to do about them - without needing to be a data scientist.
• Creative Instinct: A genuinely creative perspective on CRM — you have opinions on what makes great referral communications, follow the industry, and bring fresh thinking to briefs rather than recycling templates.
• AI & Automation Curiosity: Familiarity with or strong interest in AI tools for marketing: prompt-based content creation, personalisation at scale, campaign automation — and a drive to push these capabilities further.
• Collaboration: Strong communicator, used to working across Creative, Analytics, Operations, and local teams. You can translate strategy into clear recommendations for any level of stakeholder.
• Degree in marketing, business, communications, or a related field.

Nice to have

• Experience with referral or virality programs.
• Background working across multiple brands or in a multi-market / regional CRM role.

What We Offer

Compensation & Financial Wellbeing

• You’ll receive a competitive salary package, including a HelloFresh-subsidized pension scheme.
• Enjoy savings on your weekly HelloFresh box.
• Save with discount schemes with corporate benefits and Vorteile.

Health & Wellbeing

• Support your mental wellbeing with access to platforms like Headspace and Spill.
• Stay active with 24/7 office gym access, a discounted Urban Sports Club membership, and other wellbeing resources.

Flexibility & Work-Life

• Balance your life with our flexible hybrid model.
• Recharge with sabbatical leave options in addition to standard time off.
• Get to work with ease through sustainable travel perks and transportation benefits.

Career & Development

• Embrace "Learning Never Stops" with internal training, the HelloFresh Academy, and a dedicated budget for German language courses.

Culture & Environment

• Enjoy tasty in-office meal deals and fresh food options.
• We support working families with parent-friendly policies, an in-office kids corner, and an on-site babysitter.