About the role
The role
As a Senior Marketing Data Analyst in the Marketing Analytics team, you will play a key role in driving data-driven decision-making at HelloFresh. Based at our Global Headquarters in Berlin, you will own the Virality Analytics space, focusing on our Referral / Refer-a-Friend (RAF) programs across 12+ HelloFresh markets and multiple brands (HelloFresh, Factor, Green Chef, Chefs Plate, EveryPlate, and more).
Referral is one of HelloFresh's most efficient acquisition channels and a strategic growth lever for the next chapter of the business. You will be the analytical voice behind referral products, shaping how we measure them, how we grow them, and how we prove their value to the C-suite.
Your insights will shape strategies to optimize customer acquisition, sender engagement, friend conversion quality, and long-term customer value contribution from the referral channel.
What you’ll do
Act as the trusted analytics partner to the Virality Marketing, CRM, and Growth stakeholders — translating broad, ambiguous business questions into structured, prioritized analytical work
Own the Virality marketing reporting (WBRs, QBRs and Forecasting) as well as funnel-level diagnostics across sender and friend journeys
Represent Virality analytics in cross-functional forums with Product, Marketing, Data Engineering, CRM Ops, and Finance
Co-design, quality-control, and analyze A/B tests on referral incentive structures, entry points, share flows and CRM comms
Apply rigorous experimentation methodology — power analysis, primary metric selection, guardrail metrics, sample-size-aware interpretation — and communicate results to non-technical stakeholders
Analyze customer value contribution using MPC2 predictions, sender-reward cost, friend-discount cost, and cost-per-conversion economics
Contribute to virality-related initiatives beyond RAF — organic sharing, social loops, and future referral product bets
Collaborate with fellow analysts across Marketing, Retention, Loyalty, and Product Analytics to keep methodology and definitions consistent
Contribute to code reviews, dashboard reviews, and documentation
Mentor more junior analysts on structured problem-solving and stakeholder communication
What you’ll bring
Must have
6+ years of experience in Marketing, Product, or Customer Analytics — ideally in a fast-paced B2C, subscription, or growth-oriented business
Advanced SQL proficiency — comfortable with window functions, CTEs, complex joins, and performance-tuning queries on large event-level tables
Strong hands-on experience with A/B testing design and analysis, including statistical significance, power, guardrails, and small-sample handling
Proven ability to build and maintain BI dashboards (Tableau, Databricks, or similar) that reach senior leadership
Experience designing and working with GenAI designed end to end workflows from problem definition to documentation and creating reproducible research
Strong problem-solving skills with a track record of translating ambiguous business challenges into structured, data-driven projects
Excellent stakeholder management skills, with experience influencing cross-functional Product, Marketing, and Engineering partners
Comfort working with event-level behavioral data (Snowplow, Google Analytics, or equivalent) is a PLUS
Nice to have
Prior experience with referral / virality / growth-loops programs, or with acquisition-channel economics (CAC, LTV, ROI)
Experience with CRM analytics (email, push, in-app) — including deliverability, engagement, and unsubscription guardrails
Python for data transformation, ad-hoc analysis, or lightweight modeling
Familiarity with Databricks / Spark SQL, dbt, or similar modern data-stack tooling
Exposure to statistical modeling techniques beyond A/B testing — segmentation, clustering, regression, causal inference (diff-in-diff, synthetic control)
Experience with Statsig, Optimizely, or similar experimentation platforms
Experience contributing to event tracking design (Snowplow, GA4) — schema design, entity modeling, event naming
What we offer
Modern and comfortable working space with great co-workers in Berlin-Kreuzberg
Discount for HelloFresh boxes and Convini products
Development possibilities along with internal trainings and a yearly Learning & Development budget
Flexible working hours including Work From Home/Work from Abroad/Sabbatical Policy, as well as a home office set up budget
Extensive Onboarding and Buddy Program
Social events including team events, Friday beers, company runs, book club, etc.
Discounted fitness offers with our Urban Sports Club and John Reed partners and yoga classes
Well-being initiatives in cooperation with Headspace and Spill
Childcare and company pension scheme benefit
Monthly transportation budget via NAVIT
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.
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