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About the Role

Loyalty and retention are key drivers of customer lifetime value and profit. This role owns the strategy and end-to-end delivery of HelloFresh Group’s loyalty program across global markets and brands. You will define program mechanics, set the roadmap and OKRs, and manage the CRM and lifecycle experience across multiple channels. The role involves running experiments, building financial models, and analyzing data to identify growth opportunities. You will act as the commercial owner, translating business needs into requirements for tech and product teams, and collaborating with various departments and local market teams. This is a senior individual-contributor leadership position focused on influencing and cross-functional partnership to shape customer rewards and retention strategies.

Responsibilities

Own loyalty strategy & design
Architect and own the end-to-end loyalty program, from how it works (points, tiers, missions, rewards) to the financial models and business cases behind it.
Define the reward economics and program roadmap, turning company strategy into quarterly OKRs and a clear path for how the program evolves.
Lead multi-market rollouts, including legal compliance, customer communication and migration planning.
Drive CRM & the customer lifecycle
Own the CRM strategy for the program, covering journey design, segmentation and multi-channel campaigns across email, push and SMS.
Design lifecycle interventions tied to key milestones such as enrollment, points thresholds, redemption nudges and churn risk.
Manage CRM dependencies with platform and ops teams, catching eligibility, frequency and data issues before they reach customers.
Run experimentation & analytics
Design and interpret A/B experiments for program variants, CRM campaigns and feature launches, then turn the results into decisions.
Build and maintain financial models that quantify program cost, AOV impact and customer lifetime value, refining them as experiment data comes in.
Define and track the KPIs that signal program health, including opt-in, redemption, engaged users, points burn and virality, and use them to spot untapped opportunities.
Build partnerships & deliver operationally
Identify and evaluate brand partnership opportunities for the reward store, such as gift-with-purchase and co-branded rewards, building the business case by market and aligning with Corporate Partnerships.
Evaluate and manage vendor relationships end to end, including reference calls and commercial negotiations.
Act as the commercial partner to tech and product, owning the ad-hoc business work (scoping, analysis, requirements, trade-off calls) so delivery keeps moving.
Resolve program issues quickly and with little customer disruption, and support local teams running legacy retention initiatives with strategic and CRM input.

Requirements

Ability to shape the customer experience of the Loyalty program, including designing and merchandising strong and exciting gamified experiences.
Deep analytical strength, business acumen and (ideally) financial modeling experience.
5+ years (or equivalent) of professional experience in a fast-paced environment, e.g. agency, tech scale-up, consulting, finance, or e-commerce.
A track record in loyalty, CRM/Lifecycle Marketing, retention, or subscription business models, with a passion for designing excellent customer experiences.
Very strong analytical and conceptual problem-solving skills, strategic thinking, and sound business acumen.
Strong financial modeling skills and experience holding large models.
Experience designing and measuring business and pricing strategies through experimentation (incl. A/B testing) in data-rich environments.
Strong ownership mentality, with experience leading multiple parallel workstreams and prioritizing for highest impact.
Outstanding communication skills and a proven ability to influence stakeholders at all levels, including senior management.

Skills

Loyalty program strategy
CRM strategy
Lifecycle marketing
Customer retention
Subscription business models
Financial modeling
Experimentation (A/B testing)
Data analysis
Business acumen
Strategic thinking
Problem-solving
Stakeholder influence
SQL
Iterable
SFMC
Statsig
Talon.One
Tableau
Databricks

Location

Global

Work Type

Hybrid

Experience Level

5+ years of professional experience
Senior individual-contributor leadership role

Education Level

Degree in marketing, business, statistics, or a STEM-related field (Nice-to-have)

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 like Headspace and Spill
Sabbatical leave options

About the Company

One of Europe's fastest-growing tech powerhouses in a dynamic phase of expansion.
A diverse global community of 90+ nationalities.

Equal Opportunity

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.