Senior Marketing Manager, Virality (all genders)

About this role

Responsibilities

• As a Senior Marketing Manager, Virality, you’ll join the global Referrals team — one of HelloFresh Group’s key growth engines. Your mission: build customer journeys and referral experiences that people actually want to share.
• This role sits at the intersection of CRM, product marketing, growth and performance marketing. You’ll own customer-facing referral communications across CRM and in-product touchpoints, turning happy customers into active advocates and driving measurable customer acquisition through referrals.
• In our customer-centric and data-driven Referrals team, you will be responsible for planning, executing, and analyzing referral campaigns across digital and product touchpoints for 34 markets and 8 brands globally. You’ll collaborate cross-functionally with Product, CRM Operations, Analytics, Pricing & Discounts, Creative and local market teams to deliver seamless and scalable referral experiences across the customer journey.
• You’ll work closely with Product, CRM, Analytics, Pricing and local market teams across the globe to shape referral strategies, launch experiments, optimize customer journeys, and improve conversion performance.
• If you love combining creativity with data, enjoy solving complex marketing challenges, and thrive in fast-paced, evolving environments — this role is for you
• What you’ll do
• Build Referral Experiences People Want to Share
• Develop and execute referral communication strategies across CRM and product touchpoints that encourage customers to invite friends and drive new customer growth.
• Orchestrate customer journeys across multiple touchpoints to ensure seamless messaging, consistent UX, and cohesive end-to-end referral experiences.
• Partner closely with Product teams to improve referral UX/UI and launch new referral features and experiences.
• Work with local market teams to deliver culturally relevant campaigns while maintaining a scalable global strategy and consistent brand experience.
• Turn Data Into Growth:
• Own and optimize referral performance across channels with a strong focus on conversion and customer behavior.
• Analyze performance trends and identify what drives engagement, referral invites, and successful referrals.
• Run experiments to continuously improve customer journeys and campaign effectiveness.
• Collaborate with Analytics and Pricing teams to optimize incentives and unlock new growth opportunities.
• Drive innovation:
• Help shape the future strategy of HelloFresh’s global referral and virality programs.
• Find smarter, faster, and more scalable ways of working — including automation and AI opportunities.
• Connect CRM, product marketing, and growth into one cohesive customer experience.
• Navigate project complexity, shifting priorities, and cross-functional collaboration with confidence and curiosity.
• What you’ll bring
• 4+ years of experience in CRM, lifecycle marketing, product marketing, growth marketing, referrals/virality, or similar areas–ideally in tech, e-commerce, subscription, or marketplace businesses.
• Degree in marketing, business, statistics, or a STEM-related field.
• Strong analytical and commercial mindset with experience working with performance data, customer journeys, experimentation, and conversion-focused marketing.
• Strong communication and stakeholder management skills, with the ability to influence and collaborate across Product, CRM, Analytics, Creative, and local market teams.
• Confidence leading discussions, presentations, and alignment with senior stakeholders in cross-functional environments.
• Ownership-driven attitude with strong prioritization skills, adaptability, resilience, and the ability to thrive in fast-paced, evolving, and sometimes ambiguous environments.
• Excellent technical skills including strong Excel/spreadsheet-based modeling capabilities