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About the Role
Lead the Engagement tribe at HelloFresh, focusing on deepening customer relationships and driving growth through habit formation, loyalty, and referrals. This highly visible role involves owning the multi-year strategy for AI-enabled products and setting new standards for product team operations.
Responsibilities
- Own the product vision, strategy, and roadmap across daily discovery and cooking experience, loyalty, referrals, and viral growth mechanics.
- Lead, coach, and grow a team of ~4 Directors and Associate Directors and their respective squads.
- Manage a hybrid operating environment, guiding traditional squads and directing a specialized AI-focused 'startup' squad.
- 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, 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, emphasizing rapid learning over lengthy planning.
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 customer 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, including leveraging AI for team workflows 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
- Mentoring
- Product Management
- Agile Methodologies
- Experimentation
- Prioritization Frameworks
- Key Performance Indicators (KPIs)
- Metric Frameworks
- Cross-functional Collaboration
- Marketing Collaboration
- CRM Collaboration
- Vendor Management
- Build vs. Buy Analysis
- Executive Communication
- Iterative Delivery
- AI Integration
- Customer Behavior Analysis
Location
- Hybrid
Work Type
- Hybrid
Experience Level
- Senior Director
- Director
- Associate Director
Benefits
- Competitive salary package
- HelloFresh-subsidized pension scheme
- Savings on weekly HelloFresh box
- Discount schemes with corporate benefits and Vorteile
- Access to mental wellbeing platforms (Headspace, Spill)
- 24/7 office gym access
- Discounted Urban Sports Club membership
- Flexible hybrid model
- Sabbatical leave options
- Sustainable travel perks and transportation benefits
- Internal training
- HelloFresh Academy
- Budget for German language courses
- Tasty in-office meal deals and fresh food options
- Parent-friendly policies
- In-office kids corner
- On-site babysitter
About the Company
- HelloFresh has spent nearly fifteen years perfecting the home cooking experience.
- HelloFresh is extending its expertise beyond weekly meal kits to become a daily kitchen companion for any home cook.