Matthias Falk

Marketing Automation & Lifecycle Marketing Manager

HelloFresh • Full-time

Jul 2023 - May 2026 • 2 yrs 10 mos

Marketing Automation & Lifecycle Marketing Manager | HelloFresh Subscription Lifecycle & Retention Engine: I owned the subscriber retention strategy from day one through long term engagement. I built our critical 4 week onboarding architecture to drive first box completion and early habit formation, while engineering behavioral triggers (Email, Push, SMS) to catch users showing churn signals like visiting the skip week or cancellation pages before they dropped off. Multi Channel Automation & Real Time Data: Using Braze and our customer data platform, I set up event driven trigger systems tied directly to our backend catalog APIs. This meant every menu reminder, box cutoff alert, and shipment update was hyper personalized automatically populating emails and app pushes with real-time recipe picks based on individual user dietary preferences (Veggie, Calorie Smart, Quick & Easy). Reactivation & Win Back Strategy: I overhauled our win back workflows by segmenting lapsed users based on past tenure, order volume, and specific churn reasons. Instead of blasting generic discounts, I built dynamic incentive ladders and tailored recipe previews that reactivated high value cohorts while protecting our overall margin. Experimentation & Cohort Optimization: I ran continuous A/B and multivariate tests across copy, send time optimization, content layouts, and discount structures. Working alongside our Data Science and Analytics teams, I constantly tracked 30-, 60-, and 90-day retention curves, using data on Active Subscribers, Skip Rates, and LTV to refine our messaging cadence without burning out our subscriber base.

Email Marketing & CRM Manager

ABOUT YOU • Full-time

Jul 2019 - Dec 2022 • 3 yrs 5 mos

At ABOUT YOU, moving from a Senior Specialist role to Email Marketing & CRM Manager means stepping up from executing campaigns to owning the entire retention architecture of a fast paced, tech first fashion platform. You aren't just sending emails you are managing high performing channels, steering personalization engines, and driving bottom line growth. Here is how to describe that experience to sound authentic, dynamic, and undeniably real: Strategic Vision & Revenue Growth Owned end-to-end CRM operations across multiple European markets, directly driving customer retention, repurchase rates, and incremental CLV growth. Shifted CRM from a pure promo-push channel into a dynamic personalization machine, leveraging real time data to deliver hyper-relevant content at scale. Designed and prioritized the annual CRM roadmap, balancing commercial peak seasons (Cyber Week, seasonal fashion drops) with high-converting evergreen automation flows. MarTech, Data & Personalization Architecture Partnered closely with Data Science and Product teams to scale recommendation algorithms, optimizing feed-based dynamic content within email, web push, and app notifications. Scaled multi step behavioral journeys from instant welcome flows to targeted browse/cart abandonments and predictive churn win-backs. Managed deliverability, sender reputation, and MarTech infrastructure across complex multi-domain environments while maintaining strict GDPR/compliance standards. Optimization & Team Leadership Spearheaded continuous, data driven A/B and multivariate testing strategies across copy, design, send time optimization, and discount structures. Built transparent attribution dashboards to track incremental lift, ROI, unsubscribe rates, and revenue impact for executive leadership. Led and mentored junior specialists, refining operational workflows, standardizing QA processes, and fostering a culture of rapid experimentation.

Senior CRM & Email Marketing Specialist

Zalando • Full-time

Jan 2016 - Jun 2019 • 3 yrs 5 mos

As a Senior CRM & Email Marketing Specialist at an e-commerce giant like Zalando, I owned end-to-end customer retention, lifecycle automation, and data driven marketing strategies to maximize Customer Lifetime Value (CLV). Key Responsibilities & Highlights: Lifecycle & Automation Strategy: Designed, launched, and optimized automated customer journeys across email, push, and in-app channels. Spearheaded onboarding, cart/browse abandonment, reativation, and loyalty flows driving repeatable revenue. Advanced Segmentation: Leveraged complex behavioral data, purchase history, and brand preferences to build high converting dynamic segments, ensuring highly personalized customer experiences at scale. Omnichannel Campaign Execution: Managed high volume commercial, seasonal, and localized promotional campaigns (Cyber Week, seasonal sales) across multi country markets while maintaining brand integrity. Testing & Optimization: Executed rigorous A/B and multivariate testing frameworks on subject lines, send time optimization, content layouts, and offer structures to consistently improve Open Rates, CTR, and Conversion Rates. Data Analytics & Reporting: Tracked performance metrics (revenue attribution, incremental lift, churn rates) using platforms like Google Analytics and Tableau to deliver actionable business insights to executive stakeholders. Deliverability & Compliance: Ensured high sender reputation, monitored IP/domain health, and maintained strict compliance with international privacy laws, including GDPR and local consent standards. Cross Functional Leadership: Partnered with Product, Data Science, Merchandising, and Tech teams to optimize CDP integration, refine product recommendation algorithms, and streamline MarTech stack workflows. Driven by data and customer psychology, I specialize in scaling retention architectures and turning standard email operations into high growth revenue drivers.