CRM Strategy Team Lead - Reactivations (m/f/x)

The role

HelloFresh is a dynamic and innovative company committed to delivering exceptional customer experiences. Within HelloFresh’s Marketing, the International Reactivations department is responsible for winning back our former customers across 17 international markets and all 8 brands, employing all available channels (CRM as well as paid channels).

As the CRM Strategy Team Lead for Reactivations, you will take on a pivotal leadership role, driving the strategic vision and execution for re-engaging customers across 17 markets and 4 brands. Your mission will be to maximise Customer Lifetime Value (CLV) by leveraging cross-channel campaigns to bring back customers who have cancelled their subscriptions.

This role goes beyond crafting and optimizing campaigns—it’s about defining the overarching reactivation strategy, driving the vision for customer-centric journeys, and ensuring the delivery of industry-leading segmented personalized campaigns that nurture, strengthen, and rebuild relationships with our canceled customer base. You will lead and mentor a team of senior marketers, collaborate with cross-functional stakeholders—including Marketing Analytics, CRM Operations, Global Insights, Brand and our Creative teams—to champion innovation within the CRM space creating and optimizing tailored reactivation experiences that drive measurable business outcomes.

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

Strategic Vision & Leadership:

• Define and lead the overarching strategy for segment-specific customer journeys and act as a key decision-maker for reactivation strategies, balancing business objectives with customer-centric approaches.
• Lead, mentor, and inspire a team of marketers, ensuring clarity of roles, fostering collaboration, and driving alignment to the broader vision.

Customer Journey Development:

• Oversee the creation and optimization of tailored customer journeys for distinct audience segments, leveraging data insights to personalize communication and put a purpose behind every touchpoint.
• Partner with Marketing Analytics and Global Insights to deeply understand customer segment characteristics and behaviors, translating these insights into actionable strategies.

Creative Storytelling & Communication Strategy:

• Develop storytelling-driven communication strategies for each segment, covering channel selection, timing, and messaging frameworks.
• Collaborate with Brand and Creative teams to ensure communication touchpoints resonate with target audiences and effectively convey product value.

Performance Optimization:

• Establish and track KPIs to measure the mid- and long-term impact of customer journeys, driving continuous improvement in CLV, reactivation rates, and overall engagement.

Cross-Functional Collaboration:

• Work closely with CRM Operations, Pricing & Discounts, Brand, and other key stakeholders to ensure seamless execution of campaigns and alignment on strategic priorities.
• Serve as a central point for gathering feedback and insights from various teams to enhance and evolve reactivation strategies.

What you’ll bring

• Leadership & Team Management:
• Proven experience leading and mentoring teams, aligning their work with overarching strategic goals and fostering a collaborative, high-performing culture.
• Strong ability to influence and align cross-functional stakeholders at various levels of the organization.
• Strategic & Creative Expertise:
• 7+ years of experience in CRM, lifecycle marketing, consumer insight, integrated marketing or client-facing roles, with a focus on customer journey design, audience segmentation, and content development.
• A sharp instinct for creative excellence, with the ability to guide the development of impactful communication materials that connect with diverse customer segments.
• Customer-Centric & Data-Driven:
• Deep understanding of customer behavior and psychology, with experience crafting journeys that meet customer needs while driving measurable business outcomes.
• Proficiency in using data insights and analytics to inform strategies, measure performance, and optimize campaigns.
• Performance-Driven Approach:
• Expertise in defining and tracking KPIs, with a track record of delivering measurable improvements over full funnel strategies, including conversion rates, CLV, and engagement metrics.
• Collaboration & Communication:
• Exceptional collaboration skills, with experience aligning cross-functional teams and translating strategic vision into actionable plans.
• Strong communication skills, with the ability to present insights and recommendations to stakeholders across all levels of seniority.

What we offer

Elevate your lifestyle! Join one of Europe's fastest-growing tech powerhouses in a dynamic phase of expansion.

• Immerse yourself in a diverse global community of 90+ nationalities.
• Enjoy a competitive compensation package that goes beyond the norm, with perks like a HelloFresh- subsidized Pension Scheme, Berlin relocation support, and a Hybrid working model.
• Elevate your lifestyle with exclusive discounts on your weekly HelloFresh box and office meals.
• Invest in your growth with an annual learning & development budget, German language learning budget, and access to the HelloFresh Academy.
• Plus, we've got your well-being covered with mental health support, transportation perks, and working-parent-friendly benefits. From our 24/7 gym access,wellbeing platforms like Headspace and Spill, to sabbatical leave options, HelloFresh is not just a workplace; it's a lifestyle of perks and possibilities!

About HelloFresh

HelloFresh is on a mission to change the way people eat, forever!

Since our 2011 founding in Europe’s vibrant tech hub, Berlin, we’ve become the world's leading meal kit provider, delivering to over 4.2 million households worldwide in 15 countries across 3 continents. 

Our more than 15,000 employees from over 70+ nationalities are the heart and soul of our diverse, fast-paced and dynamic environment where innovation and smart, fast action is encouraged. 

We will encourage you to make an immediate impact in your area of work as well as empower you to grow your career with us.

Are you up for the challenge?

Please submit your complete application below including your salary expectations and earliest starting date.

After submitting an application our team will review this and get back to you within 5 business days. 

We are HelloFresh

At HelloFresh we embrace and welcome diversity and we currently employ over 15,000 individuals globally who contribute to this. We employ individuals based on their ability to perform a job rather than on the basis of their: race, national origin, color, caste, social origin or position, gender, gender expression, sexual orientation, religion, age, disability, political opinion, marital status or any other characteristic. We encourage everyone to apply and will give everyone equal consideration. We are an equal opportunity employer – everyone is welcome at our table.

HelloFresh is committed to the principles of equal employment opportunity and providing reasonable accommodations to candidates with disabilities. If you need an accommodation during the application process, please reach out to us at:

Europe: EUaccommodations@hellofresh.com.
APAC: APACaccommodations@hellofresh.com
United States: USCandidateAccommodations@hellofresh.com
Canada: CAaccommodations@hellofresh.com