Summary
Overview
Work History
Education
Skills
Tools
Professional Development
Timeline
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CHARLOTTE YOUNGSON

Diss,Norfolk

Summary

Driven growth marketer with eight years of diverse experience in strategy, experimentation, and performance optimization. Proven expertise in developing and executing go-to-market plans including optimisation of discounts, landing pages and product. Adept and passionate about leveraging insights to drive marketing success and achieve business objectives.

Overview

8
8
years of professional experience
5
5
years of post-secondary education

Work History

Senior Growth Project Manager - Existing & Lapsed

HelloFresh
London, Hackney
01.2025 - 03.2025
  • Pilot a customer segmentation & insights lead growth strategy (including workstreams such as customer journey, audience & geo-targeting and spend efficiency) to increase customer quality and the share of high-value customers
  • Lead an acquisition discounting strategy (implemented across >90% of Paid conversions) in collaboration with brand, tech, and menu teams to optimise net revenue by attracting new audiences through offer experimentation
  • Primary stakeholder for lapsed audiences actively driving growth recommendations across high-conversion CRM channels

Senior Growth Project Manager - Go to Market

HelloFresh
London, Hackney
01.2024 - 12.2024
  • Unlocked next generation of customer incentives driving double-digit CAC efficiency and projected retention behaviour
  • Accelerated landing page experimentation YoY to deliver +8% net CVR impact through improved visual identity from ad through to funnel
  • Led high-season go-to-market planning with global<>local teams to facilitate operational and customer excellence through forecasting, campaign set-up, digital tracking, and strategic input across offer and competitive positioning
  • Led successful high-risk discount reduction roll-out improving customer quality through reduced first-box cancellations and fraudulent behaviour

Growth Marketing Manager

HelloFresh
London, Hackney
06.2021 - 12.2023
  • Managed multi-million spend and conversion targets for local marketing channels (direct mail, gift cards & flyers, barter, offline freebies, influencer mainline and white posting)
  • Negotiated -22% CPM reductions in top-tier, host-read podcast advertising slots and -40% in direct mail scaling conversions +84% whilst increasing net customer campaign value +5%
  • Project managed marketing launch of HelloFresh in Jersey, Guernsey and Isle of Man increasing penetration x%
  • Pioneered a blueprint for an automated experimentation pipeline to improve x-channel visibility that is still being used to today

Assistant Buyer

Ocado
08.2017 - 08.2018
  • Negotiated cost reductions to support supplier and category promotional strategy
  • Liaised with supply-chain, merchandising, and buying departments to manage successful delivery of product-to-market journey and resolve operational issues
  • Worked closely with suppliers to reduce wastage and purge in fresh categories
  • Monitored budget in line with buyers' KPIs (%/cash basket, %/cash margin)

Education

A2 Level Examinations - A-A-B

Diss High School
Diss, Norfolk
09.2009 - 05.2011

Bachelor of Arts - English Literature

Queen Mary University of London
Mile End, Tower Hamlets
01.2011 - 01.2014

Skills

  • Growth strategy
  • Experimentation
  • Discounts & offers
  • CRO
  • Go-to-market planning
  • Data-driven marketing
  • Advanced Excel proficiency

Tools

  • G-Suite
  • Tableau
  • Jira
  • Confluence
  • Statsig

Professional Development

- HelloFresh Future Leaders Program: nomination only with 20-30 participants globally

- Reforge Growth Series

Timeline

Senior Growth Project Manager - Existing & Lapsed

HelloFresh
01.2025 - 03.2025

Senior Growth Project Manager - Go to Market

HelloFresh
01.2024 - 12.2024

Growth Marketing Manager

HelloFresh
06.2021 - 12.2023

Assistant Buyer

Ocado
08.2017 - 08.2018

Bachelor of Arts - English Literature

Queen Mary University of London
01.2011 - 01.2014

A2 Level Examinations - A-A-B

Diss High School
09.2009 - 05.2011

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CHARLOTTE YOUNGSON