Marketing Lead, Referrals (
Core
Senior expert driving HelloFresh Group's global referral and virality programme, setting direction, owning KPIs, and defining the operating model across 16 markets and 8 brands.
Role type
Senior Marketing Lead (Referrals & Virality)
Builds
Global referral and virality programmes, customer growth engines
Domain
FMCG, Food Tech, Subscription, E-commerce
Required skills
CRM strategy, lifecycle marketing, growth marketing, product marketing, cross-functional leadership, data-driven decision-making, stakeholder management, analytical acumen, AI tool proficiency
Preferred skills
Building/scaling referral programmes, subscription business experience, CRM platform expertise, AI-powered workflow implementation, global organization experience
Technologies
CRM platforms, experimentation frameworks, customer analytics tools, modern AI tools
Responsibilities
Define referral proposition, channel strategy, roadmap, and measurement framework; Translate business objectives into priorities and operating rhythms; Design referral customer journeys; Drive referral performance via experimentation and optimization; Lead cross-functional execution across Product, CRM, Analytics, and Engineering teams
Seniority
Senior, hands-on IC with strategic ownership
