Senior CRM Manager, Referrals (all genders)Posted today

HelloFresh
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The opportunity

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.

What you'll do

  • 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.

  • 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.

What they're looking for

  • 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.