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About the Role

Lead the Growth experience end-to-end across the portfolio of brands, focusing on acquisition, activation, conversion, retention, and reactivation. The goal is to create memorable and effortless customer journeys that drive business growth. This is a hands-on leadership role focused on building and scaling the UX practice within the Growth team.

Responsibilities

Lead the experience across the full customer journey: acquisition and activation, conversion, retention, and reactivation of lapsed customers.
Make each step of the customer journey sticky and memorable, encouraging customers to return and refer others.
Run a team that tests its way to the answer, treating behavioral data as a primary design input.
Set clear hypotheses, design experiments and A/B tests with statistical rigor, and analyze results.
Decide which problems are worth solving and tie design choices to business outcomes like conversion, activation rate, and retention.
Define and uphold the quality bar for Growth UX, setting high standards for craft and evolving systems for consistent, high-quality work.
Bring the portfolio of brands to life, ensuring each has a clear, distinct voice and look within the experience.
Lead a team that treats AI as an active part of the workflow, from insight synthesis to prototyping and design to code.
Define the quality bar for AI-assisted work and help transform growth experience development in the AI era.
Lead a team of UX Designers with a generalist profile, attracting, developing, and retaining talent.
Coach designers through feedback and influence, fostering a collaborative environment.
Partner closely with Product, Marketing, Lifecycle/CRM, and Engineering leaders.
Navigate constraints with engineers and shape research and synthesis with researchers.

Requirements

10+ years in product design, including experience leading and growing teams in a consumer (B2C) or product-led environment.
Track record of moving metrics such as activation, conversion, retention, and reactivation.
Exceptional craft with the ability to set and hold a high bar for design quality.
Ability to stay hands-on enough to lead with credibility and a visionary eye for the brand.
Capacity to bring distinct brands to life and express them clearly and consistently across an experience.
High agency; ability to push for the right solution and make things happen without waiting for permission.
Experience using AI across the design workflow (insight synthesis, rapid prototyping, design to code).
Clear point of view on scaling AI responsibly at a high quality bar.
Fluency with tools like Figma and Claude.
Strong data fluency; ability to read behavioral data and experiment results well.
Comfort partnering with data science on experimentation quality.
Command of experimentation: hypothesis design, A/B testing, and funnel analysis.
Partnership mindset with Growth product, marketing, lifecycle/CRM, and engineering.
People leadership experience: building teams, coaching designers, and setting a quality bar.

Skills

UX Design
Growth Experience
Customer Journey Mapping
Acquisition
Activation
Conversion
Retention
Reactivation
Experimentation
A/B Testing
Data Analysis
Behavioral Data Analysis
Hypothesis Design
Funnel Analysis
Brand Expression
AI Integration in Design
Prototyping
Figma
Claude
People Leadership
Team Building
Coaching
Cross-functional Collaboration
Product Design
Content Strategy
Research Strategy

Location

Toronto, ON
New York

Work Type

Full-time

Experience Level

Director
10+ years in product design

Salary/Compensations

$143,850—$153,850 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
Fitness discounts
Mental health support
Generous vacation and PTO offerings
Parental leave top-up program
Dedicated L&D initiatives
Career support
Equity on top of base pay

About the Company

HelloFresh is the world's leading meal-kit provider and a global digital-native FMCG company reaching over 6 million customers across 16 markets.
The company's mission is to change the way people eat, forever.
Brands include HelloFresh, Factor, Green Chef, EveryPlate, Chefs Plate, YouFoodz, Good Chop, and The Pets Table.
HelloTech, the global technology division, builds the digital consumer experience across Berlin, Warsaw, and North America.
Experience quality and innovation are leadership priorities.

Equal Opportunity

HelloFresh is committed to celebrating every dimension of diversity in the workplace.
They are an equal-opportunity employer and do not discriminate on the basis of race, national origin, color, gender, gender identity or expression, sexual orientation, religion, age, disability, marital status, or any other protected characteristic.
Reasonable accommodations are provided to candidates at any stage of the process.