Senior CRM Manager, Referrals (all genders)

About this role

Responsibilities

• 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.
• 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.
• You will work closely with CRM Operations, Product, Analytics, Pricing & 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.
• 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
• Design and own E2E referral customer journeys
• Customer Journey Ownership: 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.
• Segmentation: 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.
• Communication Strategy: 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.
• Localisation: Coordinate with local market teams and brand managers to ensure campaigns are culturally relevant, on-brand, and timed to local moments and seasonality. Partner with Creative teams to brief and develop assets that land effectively across different brands and markets.
• Drive performance through data and automation
• Performance Optimisation: Monitor key metrics (open rate, CTR, conversion rate, referral invite rate, CVA) regularly, identify gaps, and act on them.
• A/B Testing: Design and execute A/B testing strategies to refine messaging, timing, offer framing, and channel mix - continuously improving referral performance across the portfolio.
• Use self-serve analytics tools and Iterable reporting to produce campaign readouts and share actionable insights with the wider team.
• Lead the adoption of AI tools for campaign creation, personalisation, and automation - finding ways to work smarter without sacrificing quality or brand relevance.
• What you’ll bring
• CRM Craft: 3-5 years of hands-on experience in CRM, lifecycle marketing, or email marketing. Hands-on experience building and deploying campaigns across multiple CRM channels. Iterable experience is a strong plus; familiarity with Braze, Klaviyo, or Salesforce Marketing Cloud also valued.
• Data-Driven Mindset: Comfortable reading performance dashboards, running analyses, and drawing actionable conclusions from campaign data. You know what the numbers mean and what to do about them - without needing to be a data scientist.
• Creative Instinct: A genuinely creative perspective on CRM — you have opinions on what makes great referral communications, follow the industry, and bring fresh thinking to briefs rather than recycling templates.
• AI & Automation Curiosity: Familiarity with or strong interest in AI tools for marketing: prompt-based content creation, personalisation at scale, campaign automation — and a drive to push these capabilities further.
• Collaboration: Strong communicator, used to working across Creative, Analytics, Operations, and local teams. You can translate strategy into clear recommendations for any level of stakeholder.
• Degree in marketing, business, communications, or a related field.