Senior CRM Manager, Referrals (all genders)

<h2><strong>The role</strong></h2> <p>Are you passionate about driving customer growth through smart, data-driven CRM? As the Senior CRM Manager for Referrals, you will play a critical role in scaling HelloFresh Group's Referral program - one of our highest-ROI acquisition channels - across our global brand portfolio.</p> <p>Your mission: make sure every HelloFresh Group brand benefits from the best referral journeys we build. This role goes beyond executing campaigns. You will design E2E customer journeys across Email, Push, and in-product touchpoints; build segmented communication strategies that turn happy customers into active referrers; and contribute directly to the CRM strategy for our global RAF program - helping shape how we reach and activate customers across 16 countries.</p> <p>You will work closely with CRM Operations, Product, Analytics, Pricing &amp; Discounting and Creative - and you will lead the way in applying AI-driven solutions to make the referral CRM pipeline faster, smarter, and more scalable.</p> <p style="text-align: justify;"><span style="font-weight: 400;">Above all, we are looking for people who will <strong>make HelloFresh</strong> <strong>better.</strong> 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.</span></p> <h2><strong>What you’ll do</strong></h2> <p><strong>Design and own E2E referral customer journeys</strong></p> <ul> <li><strong>Customer Journey Ownership: </strong>Design and execute end-to-end referral journeys - from first invite trigger to friend conversion - across Email, Push Notifications, and in-product touchpoints. Build journeys that feel personal, timely, and brand-right for each market. Benchmark against market best practices in referral, CRM, and lifecycle marketing - and proactively bring new ideas into the team.</li> <li><strong>Segmentation: </strong>Develop segmentation strategies to target the right customers with the right referral message at the right moment. Use behavioural, lifecycle, and value-based signals to identify high-potential referrers across the brand portfolio.&nbsp;</li> <li><strong>Communication Strategy: </strong>Define channel mix, message timing, and creative direction for each brand and segment. Own the full campaign lifecycle - briefing, setup, QA and post-campaign analysis - with high precision and independence. Bring a strong creative perspective to referral communications: develop messaging concepts and campaign ideas that stand out and drive action.</li> <li><strong>Localisation: </strong>Coordinate with local market