Director of CRM, Reactivations

HelloFresh is looking for a strategic, data-driven, and innovative Director of CRM to join our Reactivations Marketing team, based in Toronto/NYC. You will bring deep expertise in CRM strategy, segmentation, personalization, and automation, while continuously exploring new opportunities to experiment, learn, and drive long-term impact through innovation. With a strong analytical mindset, you thrive on solving complex challenges, diving deep into data to uncover insights, crafting and testing bold ideas to unlock new business opportunities. You will develop and execute innovative CRM strategies that enhance customer lifetime value and maximize efficiency. Beyond execution, you will be a thought leader, driving forward-thinking initiatives, embracing new technologies, expanding automation, and  experimenting with new approaches to redefine how we engage former customers, and set the foundation for future success. If you’re passionate about driving CRM innovation, and making a lasting impact, we’d love to hear from you. 

You will...

• Develop and execute a comprehensive CRM strategy focused on former customer reactivation for HelloFresh brands, aligning with company vision and objectives to maximize customer engagement and long-term business impact.
• Continuously and proactively explore opportunities to grow CRM channels, assess new technologies, and innovate communication strategies.
• Stay on top of latest industry trends and emerging CRM technologies, proactively improving channel performance and operations.
• Optimize reactivation CRM campaigns to drive incremental conversions, maximize customer lifetime value, and ensure long-term sustainable business impact.
• Establish KPIs and processes to track performance, measure the effectiveness of CRM initiatives, and inform strategic decisions.
• Leverage data-driven insights and deep understanding of former customers to effectively target customer segments, develop personalized messaging, optimize contact cadence, and improve campaign efficiency, resulting in improved customer engagement. 
• Monitor and analyze CRM data to measure campaign effectiveness, generate actionable customer insights and improve overall CRM campaign performance and efficiency.
• Lead end-to-end execution of CRM campaigns, including strategy, creative development, segmentation, automation and testing.
• Design and optimize CRM customer journeys with personalized messaging, triggers, and automation to improve engagement and business impact.
• Partner with product and tech teams on CRM capabilities improvement, automation and personalization initiatives to improve operational efficiency and business impact.
• Identify and implement automation and process improvements to streamline operations and drive organization level efficiency.
• Ensure CRM communications uphold the highest standards of quality, ethics, and compliance, implement governance frameworks to manage risks and optimize customer outreach.
• Collaborate with other marketing channel teams, GTM, product and analytics teams to closely align CRM initiatives towards broader business strategies and long term organizational goals. 
• Lead a high-performing team, fostering a collaborative and supportive culture that empowers team members to grow, stretch their capabilities, and achieve stronger business impact.
• Raise the bar on experimentation, leveraging A/B testing and iterative improvements to continuously optimize CRM performance.

You are...

• Strategic and solutions-oriented thinker who proactively identifies opportunities and drives impactful outcomes.
• Data-driven strategist, with strong business acumen, focusing on long-term outcomes and high-impact initiative. You are able to balance long-term impact with short-term tradeoffs to drive sustainable and scalable solutions.
• Able to balance high-level strategic vision with hands-on execution, ensuring CRM strategies translate into measurable impact. 
• Creative problem solver, combining critical thinking with innovation and data analysis to develop simple, data-driven solutions for complex problems.
• Clear and influential communicator, with excellent written and verbal communication skills. You are able to articulate vision and strategy at all levels of the organization, translate them into actionable plans, and effectively execute. 
• Broad and deep marketing expertise, understanding how various channels complement one another in order to run effective cross-channel marketing campaigns that drive the highest efficiencies.
• Self-starter, capable of recognizing needs and opportunities and acting on them. 
• Curious and resilient, embracing new challenges and accepting discomfort or failure as learning opportunities. You foster a positive learning culture within the organization.
• Growth-driven and adaptable, continuously seeking opportunities to expand skills, challenge status quo, and expand your comfort zone.
• Thrive in a fast-paced environment, while continuously identifying and driving process improvements that create long-term organizational benefits.
• Comfortable with ambiguity, excelling in a large, complex, and matrixed environment.
• Highly organized, with strong prioritization and project management skills.
• Effective team player and cross-functional collaborator, skilled at aligning teams towards the business goals and vision.
• People-first leader, experienced in coaching, mentoring, and motivating a diverse team toward long-term success.
• Values-driven leader. You have deep integrity and hold personal and professional values consistent with HelloFresh’s mission and values.

You have...

• Bachelor’s degree in Marketing, Communications, Business Administration, Marketing Analytics or related field. MBA preferred 
• 10+ years of experience leading CRM or Lifecycle Marketing strategy, preferably in a B2C, D2C, or e-commerce setting.
• 4+ years of experience leading and developing a high-performing team.
• Deep expertise in CRM, including best practices, technology, platforms, and emerging trends. Hands-on technical expertise in the Salesforce Marketing Cloud, and Customer Data Platform (CDP) tools 
• Extensive experience in developing and executing CRM strategies, including personalization, segmentation, loyalty, and targeted marketing. 
• Proven track record of designing and deploying cross-channel programs that optimize messaging, incentives, and engagement tactics to drive conversion and maximize customer lifetime value.
• Strong analytical and hands-on data skills to derive insights to inform strategies, make data-based decisions, optimize performance and drive innovation.
• Excellent verbal and written communication skills, with the ability to influence.
• Ability to manage multiple projects and priorities simultaneously and build scalable and effective processes to handle recurring tasks
• Proven leadership experience, with the ability to influence decision-making among cross-functional stakeholders and senior leadership.
• Proficiency in Google Sheets / Microsoft Excel for data analysis.
• Proficiency in Project Management in agile methodologies and tools like Jira
• Experience in subscription-based businesses is a plus

You’ll get…

• Competitive salary, 401k with company match that vests immediately upon participation, and company equity plan based on role
• Generous PTO, including sabbatical, and parental leave of up to 16 weeks
• Comprehensive health and wellness benefits with options at $0 monthly, effective first day of employment
• Tuition reimbursement for continuing education
• Up to 75% discount on subscriptions to HelloFresh meal plans (HelloFresh, Green Chef, Everyplate, and Factor_)   
• Access to 7 different Employee Resource Groups (ERGs) including those for BIPOC, women, veterans, parents, and LGBTQ+
• Inclusive, collaborative, and dynamic work environment within a fast-paced, mission-driven company that is disrupting the traditional food supply chain

This job description is intended to provide a general overview of the responsibilities. However, the Company reserves the right to adjust, modify, or reassign work tasks and responsibilities as needed to meet changing business needs, operational requirements, or other factors.