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.