Staff Product Manager, Growth Onboarding (all genders)

HelloFresh; Toronto; Hybrid; CAD 165,000 - 175,000; Full time

Benefits offered by this job

Box Discount

Health & Wellness

Vacation & PTO

Family Benefits

Growth & Development

Work Hard & Have Fun

Diversity & Inclusion Initiatives

Job summary

HelloFresh is seeking a Staff Product Manager to lead the Onboarding squad and shape the end-to-end early customer experience across web and app. You will drive the Next Best Action framework, oversee post-checkout to Settled Conversion, and partner with Data Science to power personalized onboarding at scale.

You will champion customer empathy, coordinate across tribes, and own success metrics like Settled Conversion and app adoption.

Qualifications

• Deep understanding of subscription lifecycle dynamics and early retention levers.
• Experience owning end-to-end product experiences spanning web and native apps.
• Proven ability to design and run structured growth experiments (A/B and multivariate).

Responsibilities

• Own the product vision and strategy for end-to-end onboarding across HelloFresh brands.
• Lead the NBA framework development and scaling for personalized actions across web and app.
• Drive improvements in Settled Conversion through rapid experimentation.
• Coordinate onboarding across activation funnel, CRM, and app experiences.
• Partner with Data Science and Engineering to define data foundations for onboarding at scale.
• Align squads and tribes around a unified onboarding strategy and metrics.
• Elicit customer insights via qualitative and quantitative analysis to inform decisions.
• Define success metrics and own BAU health of onboarding.

Skills

Lifecycle expertise

Cross-surface leadership

Growth experimentation

Hyper-collaborative leadership

Data/ML fluency

0-to-1 build pedigree

Customer empathy

Ownership mindset

Tools

CRM systems

A/B testing platforms

ML framing & specs

Job description

The role

HelloFresh's Onboarding squad owns the highest-leverage window in the customer lifecycle: from the moment a prospect converts to the moment they become a settled, loyal customer. Onboarding is the connective tissue that links the conversion funnel to long-term customer value.

We are hiring a Staff Product Manager to lead the Onboarding squad and define the product vision for how HelloFresh guides new customers from their first delivery into habitual, high-value subscription. You will own the end-to-end early customer experience across web and app - spanning post-checkout confirmation, subscription management, digital engagement, and the critical Box 1 to 2 to 3 progression - across all HelloFresh Group brands, including Factor.

The defining product challenge ahead is building and scaling the Next Best Action (NBA) framework: an ML-powered, segment-aware system that identifies the right action for each customer at each moment in their early lifecycle and delivers it seamlessly across web and app surfaces. This is a genuine 0-to-1 build - one that requires both strategic vision and hands-on execution.

This role demands a PM who is obsessed with solving customer pain points and equally obsessed with the cross-squad collaboration required to do it at scale. Onboarding does not sit inside a single product surface - it spans the activation funnel, CRM and lifecycle communications, app and engagement experiences, and Data Science. The PM leading this squad must be a hyper-collaborator: capable of aligning diverse stakeholders across squads and tribes and bringing coherence to an experience that crosses many surfaces and teams.

What you'll do

• Own the product vision and strategy for the end-to-end Onboarding experience across all HelloFresh Group brands - from post-checkout confirmation to Settled Conversion (3 boxes in 4 weeks).
• Lead the build and scaling of the Next Best Action (NBA) framework - a segment-aware, state-aware personalization system that dynamically surfaces the right customer action at the right moment across web and app.
• Drive measurable improvement in Settled Conversion rate through a high-velocity experimentation roadmap.
• Own the full-surface onboarding experience - welcome dashboard, subscription management, meal selection flows, app onboarding layer, and CRM-triggered touchpoints - ensuring coherence and quality across every channel and surface.
• Partner with Data Science and Engineering to define the data and ML foundations that power personalized, segment-aware onboarding at scale.
• Act as the connective tissue between squads and tribes: align the Activation funnel squad, CRM and Communications tribe, and App and Engagement team around a unified onboarding strategy and shared north-star metrics.
• Build deep consumer empathy through qualitative research, quantitative funnel analysis, and direct customer engagement - and bring the early customer voice into every product decision.
• Define and own success metrics for Onboarding - Settled Conversion rate, Box 1 to 2 and 2 to 3 conversion, app adoption rate, and unwanted box rate - and hold yourself and the squad accountable to them.
• Own BAU operations: triage funnel issues rapidly, maintain onboarding health monitoring, and serve as the escalation point for anything threatening early retention performance.
• Drive cross-functional alignment as a single-threaded leader across global tribes and alliances - creating clarity and shared direction needed for the squad to ship at velocity.

What you'll bring

• Customer Lifecycle & Early Retention Expertise: A deep understanding of subscription customer lifecycle dynamics - churn triggers, early retention levers, and the interplay between product experience and commercial outcomes. You think in journeys, not screens, and you can translate moments of friction or delight into business impact across the Box 0 to 3 window.
• Cross-Surface Product Leadership: Proven experience owning end-to-end product experiences that span web and native app - including the architectural and strategic choices that come with maintaining coherence across channels. You understand how in-product engagement, push notifications, CRM communications, and app surfaces form a single connected customer journey.
• Growth Experimentation at Scale: 6+ years of PM experience at Senior or Staff level, with hands-on expertise running structured growth experiments - A/B and multivariate testing, holdout groups - in consumer subscription products. You know how to design rigorous experiments, interpret results with nuance, and compound learnings into a strategic roadmap.
• Hyper-Collaborative Leadership: Exceptional ability to operate across squad and tribe boundaries - aligning Engineering, CRM, Data Science, Design, and Marketing around a shared goal without direct authority. You create clarity in complexity and sustain alignment across a large, distributed organisation.
• Data and ML Product Fluency: Comfortable partnering with Data Science to define and govern ML-powered personalization systems. You do not need to write the models, but you can write the spec, challenge the approach, and translate model outputs into precise product decisions.
• 0-to-1 Build Pedigree: Proven experience taking complex, ambiguous product problems and turning them into shipped product at scale - from initial vision through delivery. You have led large-scale, end-to-end launches and know how to orchestrate cross-functional work under uncertainty.
• Consumer Empathy & Insight-Driven Thinking: You combine qualitative empathy with quantitative rigor. You are as comfortable in a customer interview or usability session as in a funnel analytics deep-dive, and you consistently work backwards from user needs to define what to build.
• High Agency & Ownership Mindset: You do not wait to be told what to do. You diagnose, decide, and drive. You are energized by ambiguity, take genuine accountability for outcomes rather than outputs, and raise the bar on the team around you.

What we offer

• 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.

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.

Toronto, ON Pay Range

$164,850 - $174,850 CAD