Market Strategy & Performance Lead - Reactivations (m/f/x)

The role

As the Market Strategy & Performance Lead for Reactivations, you will play a key leadership role within our Reactivations team, driving marketing strategies that strengthen customer reactivation efforts across all of our international markets for both our Meal Kit and Ready-to-Heat (RTH) brands. Based in our Berlin headquarters, you will collaborate closely with International Market CMOs, Growth Directors and Reactivations Managers as well as Campaign Management, Product Marketing, Finance and more.

This role focuses on building the marketing reactivations strategy with all 16 international markets, including devising the according budgets, managing performance in local markets, and the mandate to develop best practices and scale them to other markets as well as developing a strategic approach to localization at scale (e.g., by developing opportunities for local messaging to former customers within product and CRM). The ultimate goal of this position is to generate uplift in reactivations CVA in all markets by increasing fit-to-purpose of our central reactivations strategies to local customer needs. You will have the opportunity to shape reactivation campaigns, develop and influence communications strategies that promote HelloFresh’s and our white label’s product offering to former customers, elevate former customers’ brand perception, and increase reactivation rates. Moreover, you will own the performance vs forecast and the budgeting process of reactivations in local markets which includes setting targets together with our local market CMOs and day-to-day monitoring and steering of conversions, cost and ROI.

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

• Budget Forecast and Performance Management
  • Own the budgeting process for reactivations and bring together the budget between local markets, finance and other reactivations stakeholders (e.g., audience managers, campaign management, customer care operations, agencies).
  • Monitor the local day-to-day performance for reactivations and steer conversions, cost and ROI.
  • Leverage data analysis to monitor performance, identify, test and evaluate performance improvement opportunities (ad hoc and at a more strategic level).
• Local Market Strategy and Alignment
  • Develop and implement annual strategic marketing plans for local markets for reactivating lapsed customers together with local marketing leadership.
  • Work with international marketing leadership, central functions and local markets and to align strategies with overall business goals.
  • Prioritize operations and experimentation pipeline for local markets.
  • Ensure full central visibility of local market needs, local campaigns and reactivations efforts. 
• Process and Systems development:
  • Develop and implement scaling processes for local market-central team collaboration (incl. budgeting, local initiative communication and experimentation).
  • Develop systems to localize campaigns at-scale in collaboration with Product Marketing and CRM Operations. 
  • Develop at-scale analyses (e.g., leveraging AI tools) and communication pathways to allow customer insights from local markets to inform central journey design, product development, and GTM strategies.
  • Evaluate and implement CRM tools to enhance the efficiency and effectiveness of outbound initiatives, coordinating with Call Center Operations and CommsTech.

What you’ll bring

• Excellent degree in marketing, business or STEM-related field
• 5+ years of professional experience working in high-paced environments, ideally tech-scale up with multiple markets, consulting, or e-commerce  
• Strong analytical and conceptual problem-solving skills and good business acumen
• A passion for delivering excellent and effective customer experiences (ideally working in CRM/Lifecycle Marketing)
• Strong interpersonal skills with an ability to influence and motivate people at all levels of the organization, across a range of job functions
• Systems-thinking: experience building scaling systems and adaptable processes
• Strong ownership mentality and drive to deliver results, including experience with prioritizing for highest impact and managing trade-off decisions
• Ideally experience in experimentation/testin

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!

Are you up for the challenge?

Please submit your complete application below including your salary expectations and earliest starting date.

After submitting an application our team will review this and get back to you within 5 business days.