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.

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