Product Marketing Lead – Demand Generation (m/f/x) - HelloFresh

The role

As the Product Marketing Lead for Demand Generation, you’ll be a key player within our Growth and Acquisition focused Product Marketing Team. Based in our Berlin headquarters, you will collaborate with cross-functional teams to develop and optimize demand generation initiatives, from defining product-driven marketing campaigns to improving sign-up journeys.

This senior-level role focuses on leveraging products to attract new customers and re-engage former ones through incentives, virality mechanisms, and targeted marketing efforts. You will have the autonomy to lead high-impact projects and influence growth strategies across international markets and multi-brand ecosystems.

We believe in diverse experiences, so if you see yourself thriving in this role—even if you don't tick every box—we’d love to hear from you!

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

• Define products and features that can be leveraged to attract new customers and drive demand, with a focus on increasing sign-ups and customer engagement.
• Lead efforts to communicate our incentive and cash benefit system, ensuring that messaging is clear, compelling, and effectively drives customer acquisition.
• Optimize sign-up journeys and communication touchpoints for new customers, improving conversion rates and making the process more seamless and engaging.
• Utilize virality mechanisms (e.g., referral programs, social sharing features) to amplify demand generation efforts and encourage organic customer acquisition.
• Support Sales and Partnership teams with compelling product marketing materials, ensuring they have the right tools and messaging to drive growth.
• Develop and execute product marketing campaigns that generate awareness for our product offering, and build interest and engagement.
• Create product-driven activations that excite both new and former customers about our products, and lead initiatives to convert or re-engage them.
• Collaborate closely with creative teams (UX and Brand) to ensure consistency and alignment of messaging across all channels and consumer touchpoints.
• Analyze customer behavior and segment data to tailor messaging strategies, using insights to continuously refine and improve marketing effectiveness.

What you’ll bring

• 8+ years of experience in Product Marketing, Demand Generation, or related roles, ideally in a fast-paced, high-growth, or tech-driven environment.
• Proven track record of working closely with Tech and Creative teams, with the ability to bridge the gap between technical product features and customer-centric messaging.
• Expertise in messaging optimization, with strong experience in crafting impactful narratives for new and existing customer segments.
• Deep brand knowledge and experience with brand metrics and positioning, with the ability to apply these insights to demand generation strategies.
• Strong project management skills: comfortable leading complex, cross-functional projects and delivering high-quality work on tight timelines.
• Experience with incentive and benefit systems (such as referral programs, discounts, cash-back initiatives) and how they influence customer acquisition.
• Knowledge of pricing strategies and how to effectively communicate pricing and value propositions to different customer segments.
• Experience working with subscription-based businesses is a plus, with a strong understanding of customer lifecycle management.
• Proven success in upper and mid-funnel marketing activations, including awareness campaigns, demand generation, and lead nurturing.
• A data-driven mindset, comfortable using analytics and customer insights to drive marketing decisions and optimizations.

Other

• This role operates on a global level, collaborating across multiple international markets and multi-brand environments.
• You’ll be part of a dynamic and diverse team with opportunities to make a direct impact on customer acquisition and product growth strategies.

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!

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.