Matthijs Muller
Dach Director of Marketing Analytics @HelloFresh
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WORK HISTORY
Dach Director of Marketing Analytics @HelloFresh
Berlin, DE
Technical lead for introducing self-serve analytics to the HelloFresh GroupLeading two teams of 4 and 15 FTE. Drove a strategic shift from a strong acquisition focus to long-term profitability, improving returns by 10–20% across a €50–100M marketing budget supported by lift testing, elasticity modeling, marketing mix modeling, and CAC/CLV forecasting. I introduced and chaired a monthly Marketing Business Review and hosted cross-functional analytics events (e.g, breakfasts, hackathons). Delivered channel-specific optimizations, including a SEA bidding framework using gradientBoost that boosts profitability by 5-10%, and applied causal inference methods to asses discount impacts, where A/B testing wasn\'t feasible. Built reporting solutions for partner-driven channels and automation tools that saved 1–2 FTEs and allowed scaling. Created scalable forecasting solutions for a suite of metrics.
EDUCATION
University of Amsterdam
Master of Science (MSc), Business Economics, Track: Finance
University of Amsterdam
Bachelor of Science (BSc), Economie en Bedrijfskunde, track: Financieringen
University of Amsterdam
Master of Science (MSc), Particle and Astroparticle Physics
University of Amsterdam
Bachelor of Science (BSc), Natuur- en Sterrenkunde
SKILLS
ABOUT MATTHIJS MULLER
After a stint in project management and consulting, it felt like coming home when I shifted my career to analytics. The stint has given me exposure to many industries and a wide array of departments. The fisheye lens perspective this gives, allows me to bridge the gaps between the business and analytics, and create maximum leverage of data in decision making.I get my energy both from working with people, as well as zero-meeting days where I dissolve into the space-time continuum of my own python projects.
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