Principal Product Manager, Loyalty & Referrals

About the Role

We're looking for a Principal Product Manager to own the referral product: the experience across our app and websites, the behavioral mechanics that get customers to invite their friends, and the systems that let us experiment and improve. You'll partner closely with Marketing to build the experience that drives commercial outcomes. How we get there is yours to define. Beyond that, there's genuine room to build new forms of viral growth that go past referrals as they exist now.

The referrals domain — one of HelloFresh's most important sources of new subscribers — lives in our Engagement tribe, which deepens customers' relationships with our brands as HelloFresh evolves beyond the weekly meal kit subscription into a daily kitchen companion that earns a place in customers' lives. It's a highly visible mandate with sustained attention from senior leadership.

What You'll Do

• Own the vision, roadmap, and strategy for the referral product across app and web, and the behavioral mechanics that turn customer engagement into referral growth
• Build the metric framework that connects the customer experience to referral behavior and, with Marketing, to commercial outcomes
• Design the mechanics that make people want to share — the incentives, rewards, and moments that turn a good experience into a referral
• Optimize the referral journey end to end, from the moment a customer decides to share through to the friend's first order
• Push beyond the referral program as it exists today to build new engines for viral growth — for example, giving customers reasons to create and share content that puts our brands in front of their own networks
• Build a fast experimentation practice — isolate levers, run clean tests, and kill what doesn't work
• Partner with our marketing and CRM teams to integrate program communications — push, in-app, email — into the referral experience
• Partner closely with commercial counterparts on reward economics and offer strategy
• Engage directly with C-level and senior leadership to communicate direction, defend tradeoffs, and report results

What You’ll Bring

• Significant experience as a product leader at a large-scale B2C company — you've built consumer products at scale and have strong intuition for customer behavior, motivation, and the emotional drivers behind why people share
• Direct experience in referrals, virality, or growth — you've owned an acquisition or engagement loop and know how to move it. Experience with a product that has real viral growth built in is a strong plus
• A data-driven, commercial mindset — you understand how rewards and incentives shape customer behavior and business outcomes, and you make those tradeoffs with evidence rather than instinct
• Strong UX instincts and genuine opinions about what makes a great customer experience — including a marketer's eye for what actually gets someone to act
• Executive presence: you're comfortable presenting to C-level stakeholders, defending strategic tradeoffs, and operating at that level of visibility and scrutiny
• Experience working with marketing and CRM counterparts as close collaborators
• A driver of how we use AI — both in the products we ship and in how we do the work of product management. We want someone who pushes the team further here, not someone who keeps up

Let’s cut to the cheese, this is why you'll love it here

• Box Discount - Amazing discounts on 1 box per week! 75% discount on weekly HelloFresh and Chefs Plate meal kits AND 50% off weekly Factor meal box.
• Health & Wellness - Health & Dental benefits from day 1, a Health Spending Account, unlimited access to the Headspace app to meet your self-care needs, and 25% discount on GoodLife fitness memberships!
• Vacation & PTO - Time off is also an important part of self-care! We offer generous vacation and PTO to help you create a good work-life balance.
• Family Benefits - A parental leave top-up program for expectant parents.
• Growth & Development - We support your career progression and invest in your continued learning through experiences and initiatives owned by our dedicated L&D team
• Work Hard & Have Fun - From team socials to engaging company days, you’ll have plenty of opportunity to experience the fun!
• Diversity & Inclusion Initiatives - With impactful ERG’s like FreshPride, Women Empowered and LIMES, we are committed to our diversity, equity & inclusion efforts.
• Food Puns - this one is kind of a big dill if you haven’t already noticed. We even have some punny meeting room names!

Flexible Hybrid Approach

At HelloFresh, we know that flexible work arrangements are essential in enabling you to do your best work, while balancing your personal and life needs. Offering remote work flexibility, along with the opportunity to interact and collaborate in the office are all a part of creating a great employee experience.

To meet these needs, we are pleased to provide Flexible Hybrid work. Flexible Hybrid is a people-first approach that is based on choice, trust, personalization, and empowers teams to choose when and how often they work from the office and work from home, in addition to team days and company days. This means a minimum of 2 days in office per week, with most teams in office between 2-3 days a week.

#LI-HYBRID #PRODUCT

HelloFresh Canada uses AI-integrated technology to help us process and evaluate applications more efficiently. This includes tools that screen and assess candidate qualifications based on the requirements for this role. While these tools assist our workflow, all final selection decisions are made by our hiring team.

This is a posting for an existing vacancy. We are actively seeking to fill this position.

Toronto, ON Pay Range

$175,000—$200,000 CAD