Senior Director of Product, Engagement

About the Role

HelloFresh has spent nearly fifteen years perfecting the home cooking experience, and is now extending that expertise beyond the weekly meal kit to become a daily kitchen companion for any home cook — from the first scroll of inspiration to the moment you plate your meal. You will lead the Engagement tribe, which focuses on deepening customers' relationships with our brands, is the driving force behind this shift. It's a highly visible mandate with sustained attention from senior leadership.

The tribe's work spans three connected domains, each driving a distinct part of our growth engine. For the daily Discovery and Cooking Experience, our goal is habit formation. We are building a large, top-of-funnel audience by ensuring the HelloFresh app supports users through every step of getting a weeknight dinner on the table, regardless of whether they're ordering our meal kits. In parallel, our Loyalty and Referral domains are focused on direct, immediate commercial impact. A modern loyalty program deepens our relationship with subscribers to directly increase retention and lifetime value, while viral mechanics turn our most enthusiastic users into our most efficient acquisition channel.

You will own the vision and multi-year strategy across these domains, but your mandate is also to set a new standard for how we build AI-enabled products and how our teams operate. The job is as much about growing the PMs around you and raising the bar of the practice as it is about the strategy itself.

What You'll Do

• Own the product vision, strategy, and roadmap across the tribe's full surface area: the daily discovery and cooking experience, loyalty, referrals, and other viral mechanics that drive organic growth.
• Lead, coach, and grow a team of ~4 Directors and Associate Directors and their respective squads (including Principal PMs), meeting each where they are and raising the standard of product thinking, experimentation, and execution across the tribe.
• Manage a hybrid operating environment: you will guide traditional squads delivering core product value, while simultaneously directing a specialized "startup" squad mandated to break existing processes, pioneer AI-enabled workflows, and act as a rapid-iteration incubator.
• Set the prioritization framework that balances the milestones moving the business near-term against the bets that pay off over a longer horizon
• Own the tribe's key results across a diverse funnel: daily active users and habit formation (top-of-funnel discovery), increased LTV and retention (loyalty), and direct conversions (referral-driven acquisition). You will build the metric framework that connects these varied customer behaviors to concrete commercial outcomes.
• Partner with the tribe's engineering and design leadership as a true peer, jointly owning what gets built and how the teams deliver
• Work hand-in-hand with marketing and CRM on program communications, reward economics, and commercial strategy, and own external vendor relationships where they exist — evaluating partnerships continuously and deciding where we build versus buy
• Act as the strategic sparring partner for senior and C-level leadership, communicating direction, defending tradeoffs, and owning the results — these products get weekly executive attention
• Set the tone on how the tribe works: fast, iterative, experiment-first. We ship a small version in a week and learn, rather than spending a quarter on a plan before anything is real

What You'll Bring

• A track record of building B2C products at scale and the teams that build them — you've managed and developed product managers
• Experience leading a scaled organization of product managers and the cross-functional teams around them
• Experience in food, or in another category people feel a genuine personal connection to — the kind of product people choose because they love it, not because they have to
• Customer-obsessed product taste and judgment: you start from customer behavior rather than leading with technology alone, forming a clear point of view and making confident calls without waiting for perfect data.
• A bias toward iterative delivery, quick decisions, and short timelines
• Executive presence: you're comfortable presenting to C-level stakeholders, holding your own with tough senior leadership, defending strategic tradeoffs, and operating at that level of visibility
• Experience working with marketing and CRM counterparts as close collaborators
• Fluency in modern AI capabilities: you know how to leverage AI to accelerate your team's workflow, and you can identify high-leverage opportunities to integrate AI into the customer experience. We are looking for a leader to set the benchmark for the rest of the company.
• Experience with loyalty, rewards, referrals, or engagement programs is a strong plus, but not a requirement

What We Offer

Compensation & Financial Wellbeing

• Enjoy amazing discounts: 75% off weekly HelloFresh/Chefs Plate meal kits plus 50% off weekly Factor meal boxes.

Health & Wellbeing

• Benefit from health and dental coverage from day one, a Health Spending Account, unlimited Headspace access, and 25% off GoodLife fitness memberships.
• Access wellness resources including fitness discounts and mental health support.

Flexibility & Work-Life

• Receive generous vacation and PTO offerings.
• Benefit from a parental leave top-up program designed to support expectant parents.

Career & Development

• Grow with dedicated L&D initiatives and career support, aligning with our "Learning Never Stops" value.

HelloFresh is an equal opportunity employer. We make hiring decisions based on qualifications and ability to do the job. All applicants are considered regardless of race, gender, religion, age, or any other protected characteristic.

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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

$200,000—$300,000 CAD