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About the Role
HelloFresh is evolving beyond meal kits to become a daily kitchen companion. You will lead the Engagement tribe, focusing on deepening customer relationships and driving growth through discovery, cooking experience, loyalty, and referral programs. This is a highly visible role with senior leadership attention, focused on setting new standards for AI-enabled products and team operations.
Responsibilities
- Own the product vision, strategy, and roadmap across discovery, cooking experience, loyalty, referrals, and viral growth mechanics.
- Lead, coach, and grow a team of Directors and Associate Directors, raising the standard of product thinking, experimentation, and execution.
- Manage a hybrid operating environment, guiding traditional squads and directing a specialized 'startup' squad for AI-enabled workflows and rapid iteration.
- Set the prioritization framework balancing near-term business milestones with long-term strategic bets.
- Own the tribe's key results across daily active users, habit formation, increased LTV, retention, and referral-driven acquisition.
- Build the metric framework connecting customer behaviors to commercial outcomes.
- Partner with engineering and design leadership as a peer, jointly owning product development and team delivery.
- Collaborate with marketing and CRM on program communications, reward economics, and commercial strategy.
- Own external vendor relationships, evaluating partnerships and deciding on build versus buy strategies.
- Act as a strategic sparring partner for senior and C-level leadership, communicating direction, defending tradeoffs, and owning results.
- Set the tribe's working tone: fast, iterative, and experiment-first.
Requirements
- Track record of building B2C products at scale and managing/developing product managers.
- Experience leading a scaled organization of product managers and cross-functional teams.
- Experience in food or a similar category with strong personal connection.
- Customer-obsessed product taste and judgment, starting from customer behavior.
- Bias toward iterative delivery, quick decisions, and short timelines.
- Executive presence, comfortable presenting to C-level stakeholders and defending strategic tradeoffs.
- Experience working with marketing and CRM counterparts.
- Fluency in modern AI capabilities for workflow acceleration and customer experience integration.
- Experience with loyalty, rewards, referrals, or engagement programs is a strong plus.
Skills
- Product Vision
- Product Strategy
- Roadmap Development
- Team Leadership
- Coaching
- Product Management
- Experimentation
- Prioritization
- Metric Framework Development
- Cross-functional Collaboration
- Vendor Management
- AI Integration
- Customer Behavior Analysis
- Iterative Delivery
- Executive Communication
Location
- Toronto, ON
Work Type
- Hybrid
Experience Level
- Leadership
- Management
Salary/Compensations
- $200,000—$300,000 CAD
Benefits
- 75% off weekly HelloFresh/Chefs Plate meal kits
- 50% off weekly Factor meal boxes
- Health and dental coverage from day one
- Health Spending Account
- Unlimited Headspace access
- 25% off GoodLife fitness memberships
- Wellness resources including fitness discounts and mental health support
- Generous vacation and PTO offerings
- Parental leave top-up program
- Dedicated L&D initiatives and career support
About the Company
- HelloFresh has spent nearly fifteen years perfecting the home cooking experience.
- HelloFresh is an equal opportunity employer.
Equal Opportunity
- All applicants are considered regardless of race, gender, religion, age, or any other protected characteristic.
- HelloFresh Canada uses AI-integrated technology to help us process and evaluate applications more efficiently. While these tools assist our workflow, all final selection decisions are made by our hiring team.