Senior Lifecycle Manager, Reactivations (all genders)

Applied Labs; Berlin; Hybrid; EUR 90,000 - 130,000; Full time

Benefits offered by this job

HelloFresh Pension Scheme

Berlin relocation support

Hybrid working model

Discounts on HelloFresh boxes

HelloFresh Academy access

Mental health support

Headspace access

Job summary

HelloFresh is seeking a Senior Audience Manager for Reactivations to re-engage cancelled customers globally. You will design end-to-end journeys, define segmentation, and collaborate with Creative, Marketing Analytics, CRM Operations, Pricing & Discounts, and Brand to deliver personalized campaigns.

The role emphasizes strategy development, A/B testing, performance tracking, and driving incremental reactivations and CLV, with a focus on innovative automation and ML applications.

Qualifications

• 5+ years in a marketing role with CRM or lifecycle focus.
• Experience designing customer journeys and segments.
• Proven ability to drive business targets across markets.
• Strong collaboration with creative, analytics and ops teams.
• Data-driven mindset with A/B testing and optimization.

Responsibilities

• Own customer journeys for re-engagement of cancelled users end-to-end.
• Define segmentation and craft communication strategies across channels.
• Own market performance and hit targets for conversion, spend and CVA.
• Track KPIs and optimize profitability and incremental reactivations.
• Design and run A/B tests to refine messaging and timing.
• Collaborate with Creative, Analytics, CRM Ops, Pricing & Discounts and Brand.
• Ensure creative materials resonate and deliver product value.
• Explore automation, ML and AI to improve efficiency and personalization.

Skills

CRM strategy

Lifecycle marketing

Customer journey design

Audience segmentation

Collaboration

Creative instinct

Tech curiosity

Job description

The role

Are you passionate about re-engaging customers and driving growth through personalized marketing? As the Senior Audience Manager for Reactivations, you will play a critical role in re-engaging the HelloFresh cancelled base globally. Between leveraging customer segmentation or overlooking market performance, you will be designing 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, and ensuring the delivery of industry-leading segmented campaigns that nurture, strengthen, and rebuild relationships with our canceled customer base.

You will create a seamless and impactful reactivation experience, collaborating closely with Creative, Marketing Analytics, CRM Operations, Pricing & Discounts, and Brand - with particular emphasis on creative development and innovation - to develop a comprehensive communication strategy for your segment(s).

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: Focus on reestablishing a relationship with cancelled customers, using personalized and data-driven approaches to create tailored E2E customer journeys.
• Communication Strategy: Develop detailed communication strategies for different segments, including channel definition, message timing, and creative direction. Our channel pool includes Email, Push Notifications, SMS, Direct Mail and Call Centre Outbound.
• Managing Market Performance: Own a defined set of markets and be accountable for reaching Business Plan targets across Conversion, spend, and CVA. Monitor performance regularly, identify gaps, and plan incremental initiatives to achieve targets.
• Performance Optimization: Track and optimize key KPIs including Click-Through Rates, Conversion Rates, and overall profitability. Use data insights to continuously refine the effectiveness of customer journeys with a focus on driving Incremental Reactivations and CLV.
• A/B Testing: Design and execute A/B testing strategies to refine messaging, timing, and offers, continuously improving performance metrics.
• Collaboration: Work closely with Creative, Product Marketing, Marketing Analytics, CRM Operations and local teams to align strategies, measure performance, and develop creative materials tailored to the customer.
• Creative Oversight: Partner with the Creative team to ensure all communication touchpoints deliver product value and resonate with the target audience.
• Innovation: Drive and collaborate with teams exploring Automations, Machine Learning and AI applications. Share insights to help identify areas where these tools can improve efficiency and personalization.

What you’ll bring

• Proven Experience: 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.
• Strategic and Commercial Thinking: Ability to design and execute customer journey strategies while owning business targets across markets. You're comfortable monitoring performance, identifying gaps, and driving initiatives to hit Conversion, spend, and CVA goals.
• Data-Driven Execution: Deep understanding of CRM performance metrics (CTR, Conversion Rate, ROI) and Experimentation, with a track record of A/B testing, segmentation, and continuous optimization.
• Collaboration and Communication: Proven success working with creative, analytics, operations, and brand teams to deliver results. You can translate strategy into clear recommendations for any level of stakeholder.
• Creative Instinct: 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.
• Tech Curiosity: Openness to leveraging automations, Machine Learning, and AI to improve efficiency and personalization. Prior experience with technical teams in this space is a plus but not required.

If you're excited about driving measurable reactivation uplift across the world, we'd love to hear from you!

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- subsidized 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 well-being 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!