[global/int] [marketing] Product Marketing Lead - Customer Lifecycle & Engagement

Product Marketing Lead – Customer Lifecycle & Engagement

As the Product Marketing Lead – Customer Lifecycle & Engagement, you will define how customers experience and understand our products throughout their entire journey. You'll shape the strategic direction for product positioning, lifecycle narratives, and go-to-market excellence across Active and Former customer segments. You'll turn complex product initiatives—from loyalty evolution to personalization and AI features—into clear, compelling value stories that resonate with customers. Working closely with Product, Creative, and Customer Engagement, you'll ensure our lifecycle marketing is insight-driven, product-led, and globally consistent. This role also contributes meaningfully to influencing product strategy and roadmap decisions through market and customer insights, acting as a key voice in shaping future product experiences.

Lifecycle GTM Strategy & Execution:

• Own the lifecycle product marketing strategy across Active and Former customers, shaping how we articulate value at each stage.
• Drive GTM frameworks for seasonal peaks, key product releases, and major lifecycle moments.
• Craft and evolve messaging architecture and positioning that strengthen loyalty, encourage adoption, and increase customer lifetime value.

Product Activation & Loyalty Programs:

• Lead product marketing for major lifecycle-driving initiatives—Loyalty, Personalization, new feature rollouts, and merchandising moments.
• Develop compelling product narratives and toolkits that guide Creative and Customer Engagement teams across channels and markets.
• Ensure that new capabilities are clearly communicated, easy to understand, and compelling for customers.

Journey Communication & Experience Elevation:

• Shape product-led communication across onboarding, engagement, and reactivation journeys in partnership with Customer Engagement and Reactivation teams.
• Guide in-app and lifecycle content strategies to help customers discover new features, deepen engagement, and navigate the product with confidence.
• Elevate the lifecycle experience with consistent messaging, storytelling, and value articulation.
• Develop playbooks and best practices for local product marketing teams, enabling them to execute effectively and scale successful local activations globally.

What you'll bring:

• 8+ years in Product Marketing or similar strategic roles, ideally with lifecycle or retention exposure.
• Proven ability to translate product strategies and roadmaps into phased GTM plans and actionable narratives.
• Strong understanding of loyalty programs, subscription dynamics, personalization, and merchandising as drivers of customer value.
• Excellent cross-functional collaboration skills, partnering effectively with Product, Creative, Data, and Customer Engagement.
• A track record of delivering high-impact work in fast-paced, seasonal, or high-growth environments.

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!