Loyalty Program Strategy Lead (all genders)

Loyalty and retention are two of the strongest levers we have for growing customer lifetime value and profit. As Lead, Loyalty & Customer Lifecycle, you own the strategy and end-to-end delivery of HelloFresh Group’s loyalty program across our global markets and brands. You decide how the program works and how it earns its keep, set the quarterly roadmap and OKRs, and own the CRM and lifecycle experience that runs across email, push and SMS.

Our team is customer-centric and data-driven. You’ll run experiments, build the financial models that quantify program cost and customer value, and analyze our data to find where the biggest gains are. You work hand-in-hand with tech and product as the commercial owner of the program, translating business questions into requirements and taking on the commercial work so engineering can stay focused on building. You also partner with Data, Product Marketing, Legal and CRM Operations to ship, and coordinate across markets with local growth and legal teams. Beyond the core program, you look after our legacy retention initiatives across markets and help local teams run their own.

This is a senior individual-contributor leadership role. You’ll set direction and lead major initiatives through influence and cross-functional partnership, not through direct reports. Your work will shape how HelloFresh Group rewards and retains its customers for years to come.

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.

Own loyalty strategy & design

• Architect and own the end-to-end loyalty program, from how it works (points, tiers, missions, rewards) to the financial models and business cases behind it.
• Define the reward economics and program roadmap, turning company strategy into quarterly OKRs and a clear path for how the program evolves.
• Lead multi-market rollouts, including legal compliance, customer communication and migration planning.

Drive CRM & the customer lifecycle

• Own the CRM strategy for the program, covering journey design, segmentation and multi-channel campaigns across email, push and SMS.
• Design lifecycle interventions tied to key milestones such as enrollment, points thresholds, redemption nudges and churn risk.
• Manage CRM dependencies with platform and ops teams, catching eligibility, frequency and data issues before they reach customers.

Run experimentation & analytics

• Design and interpret A/B experiments for program variants, CRM campaigns and feature launches, then turn the results into decisions.
• Build and maintain financial models that quantify program cost, AOV impact and customer lifetime value, refining them as experiment data comes in.
• Define and track the KPIs that signal program health, including opt-in, redemption, engaged users, points burn and virality, and use them to spot untapped opportunities.

Build partnerships & deliver operationally

• Identify and evaluate brand partnership opportunities for the reward store, such as gift-with-purchase and co-branded rewards, building the business case by market and aligning with Corporate Partnerships.
• Evaluate and manage vendor relationships end to end, including reference calls and commercial negotiations.
• Act as the commercial partner to tech and product, owning the ad-hoc business work (scoping, analysis, requirements, trade-off calls) so delivery keeps moving.
• Resolve program issues quickly and with little customer disruption, and support local teams running legacy retention initiatives with strategic and CRM input.

What you’ll bring

We are looking for someone who has the ability to shape the customer experience of our Loyalty program, including designing and merchandising strong and exciting gamified experiences, paired with a deep analytical strength, business acumen and (ideally) financial modeling experience.

Must-haves

• 5+ years (or equivalent) of professional experience in a fast-paced environment, e.g. agency, tech scale-up, consulting, finance, or e-commerce.
• A track record in loyalty, CRM/Lifecycle Marketing, retention, or subscription business models, with a passion for designing excellent customer experiences.
• Very strong analytical and conceptual problem-solving skills, strategic thinking, and sound business acumen.
• Strong financial modeling skills and experience holding large models.
• Experience designing and measuring business and pricing strategies through experimentation (incl. A/B testing) in data-rich environments.
• Strong ownership mentality, with experience leading multiple parallel workstreams and prioritizing for highest impact.
• Outstanding communication skills and a proven ability to influence stakeholders at all levels, including senior management.

Nice-to-haves

• Degree in marketing, business, statistics, or a STEM-related field.
• SQL or other querying languages.
• Hands-on experience with modern CRM, experimentation, and analytics tooling. Our stack includes Iterable, SFMC, Statsig, Talon.One, Tableau, and Databricks.