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About the Role

As Marketing Lead, you will be the senior expert driving HelloFresh Group's global referral and virality program, a key growth engine. This high-ownership, high-impact role involves setting direction, owning KPIs, and defining the operating model for execution across the organization. You will operate at the intersection of CRM, product marketing, growth, and performance, spanning 16 markets and 8 brands globally. You will lead by organizing cross-functional teams, defining operational plans and tactical playbooks, and shaping the perception and development of the virality function.

Responsibilities

Own HelloFresh's global referral and virality program, 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.
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 optimization.
Lead cross-functional execution across multiple teams, navigating complexity and competing priorities to deliver measurable business outcomes.

Requirements

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—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—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—prioritize effectively, thrive in ambiguity, and continuously improve how teams, processes, and customer experiences scale.

Skills

CRM
Lifecycle marketing
Growth marketing
Product marketing
Referrals
Virality
Product management mindset
Analytical skills
Commercial acumen
Stakeholder management
Communication skills
AI tools
Problem-solving

Location

Global

Work Type

Hybrid

Experience Level

Senior expert
6+ years of experience

Benefits

Competitive compensation package
HelloFresh subsidized Pension Scheme
Berlin relocation support
Exclusive discounts on weekly HelloFresh box
Office meals discounts
Annual learning & development budget
German language learning budget
Access to the HelloFresh Academy
Mental health support
Transportation perks
Working-parent-friendly benefits
24/7 gym access
Wellbeing platforms (Headspace and Spill)
Sabbatical leave options

About the Company

HelloFresh Group is one of Europe's fastest-growing tech powerhouses in a dynamic phase of expansion.
We are a diverse global community of 90+ nationalities.

Equal Opportunity

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.