Lifecycle Manager

The role

Are you passionate about re-engaging customers and driving growth through personalized marketing? As the Senior Audience Manager for Reactivations, you will play a critical role in re-engaging the HelloFresh cancelled base globally. Between leveraging customer segmentation or overlooking market performance, you will be designing customer journeys that nurture and rebuild relationships with cancelled customers, while being accountable for driving reactivation results that contribute to Customer Lifetime Value (CLV).

This role goes beyond crafting and optimizing campaigns, it’s about taking part in the development of the overarching reactivation strategy, to help shape the vision for customer-centric journeys, and ensuring the delivery of industry-leading segmented campaigns that nurture, strengthen, and rebuild relationships with our canceled customer base.

You will create a seamless and impactful reactivation experience, collaborating closely with Creative, Marketing Analytics, CRM Operations, Pricing & Discounts, and Brand - with particular emphasis on creative development and innovation - to develop a comprehensive communication strategy for your segment(s).

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

• Customer Journey Ownership: Focus on reestablishing a relationship with cancelled customers, using personalized and data-driven approaches to create tailored E2E customer journeys.
• Communication Strategy: Develop detailed communication strategies for different segments, including channel definition, message timing, and creative direction. Our channel pool includes Email, Push Notifications, SMS, Direct Mail and Call Centre Outbound.
• Managing Market Performance: Own a defined set of markets and be accountable for reaching Business Plan targets across Conversion, spend, and CVA. Monitor performance regularly, identify gaps, and plan incremental initiatives to achieve targets.
• Performance Optimization: Track and optimize key KPIs including Click-Through Rates, Conversion Rates, and overall profitability. Use data insights to continuously refine the effectiveness of customer journeys with a focus on driving Incremental Reactivations and CLV.
• A/B Testing: Design and execute A/B testing strategies to refine messaging, timing, and offers, continuously improving performance metrics.
• Collaboration: Work closely with Creative, Product Marketing, Marketing Analytics, CRM Operations and local teams to align strategies, measure performance, and develop creative materials tailored to the customer.