Director of UX, Growth
Location: Toronto or New York
Team: UX, Growth Mega-Alliance
Level: Director (people leadership). For the right person there's a clear path to Senior Director as the alliance scales.
Reports to: Global VP of UX
About HelloFresh
Our mission is simple: to change the way people eat, forever. We're the world's leading meal-kit provider and a global digital-native FMCG company, reaching more than 6 million customers across 16 markets through a portfolio of brands, from HelloFresh and Factor to Green Chef, EveryPlate, Chefs Plate, YouFoodz, Good Chop, and The Pets Table. HelloTech, our global technology division, builds the digital consumer experience across Berlin, Warsaw, and North America. Experience quality and innovation are leadership priorities all the way to the group president.
About the role
We're looking for a Director of UX to lead the Growth experience end to end, across the brands in our portfolio, with HelloFresh and Factor the biggest. This is the team that owns how people discover our brands, sign up, get to their first great box, and keep coming back. Most funnels are something people endure. We want ours to be something they remember. Your job is to turn each step into a moment worth having, so the journey feels effortless, true to each brand, and sticky enough that people want to stay, and to grow the business while you do it.
You'll report directly to the Global VP of UX and lead a team of 6 UX designers and collaborate closely with content design and research strategy. You set the quality bar for the alliance and work shoulder to shoulder with Growth product, marketing, lifecycle/CRM, and engineering across web and app, and across 16 markets. You care about the numbers and the experience, and you know the best growth work improves both at once.
This is a hands-on leadership role, and a build-and-scale one rather than a maintenance one. You are exceptional at craft and stay close enough to the work to lead with credibility. You're also a visionary: you bring our brands to life and express them clearly across every touchpoint, and you have a strong feel for content and how words shape an experience. You're happy in ambiguity, and you'd rather write the playbook than follow one.
What you'll own
A funnel worth remembering. You lead the experience across the full customer journey: acquisition and activation, conversion, retention, and reactivation of lapsed customers. You do more than reduce drop-off and smooth out onboarding. You make each step sticky and memorable, so people feel something at sign-up, come back because they want to, and tell a friend. You give lapsed customers a real reason to return.
Experimentation and evidence. You run a team that tests its way to the answer. You treat behavioral data as a primary design input, not just something to validate a decision after the fact. You set clear hypotheses, design experiments and A/B tests with statistical rigor alongside data science, read the results honestly, and balance quick wins with the changes that compound over time.
Strategy before screens. You decide which problems are worth solving and why, and you tie design choices to the business outcomes this role is measured on, like conversion, activation rate, and retention [confirm the exact KPIs for this role]. You set direction before design work begins.
Craft and quality. You define what excellent looks like for Growth and hold the bar. You set a high standard for craft yourself and raise it in others, and you build and evolve the systems and patterns that let the team ship consistent, high-quality work at speed across web and app.
Brand expression. You bring our portfolio of brands to life, from HelloFresh and Factor to the rest, and give each a clear, distinct voice and look in the experience. You know how to hold what makes a brand itself while keeping the funnel coherent across all of them. You have a strong understanding of content and how design and words work together to express who each brand is.
Make us AI-native. You lead a team that treats AI as an active part of how the work gets done, from insight synthesis to rapid prototyping to the path from design to code. You define the quality bar AI-assisted work has to meet, and you help rewrite how growth experiences get built in the AI era. You are a driving force in this transformation, not a passenger, and you help your team see the shift as opportunity rather than threat.
A team of generalists. You lead a team of UX Designers with a generalist profile that move across design, content, research and code. You attract, develop, and retain strong talent, coach through feedback and influence rather than authority, and build a place where people do the best work of their careers.
What you bring
- 10+ years in product design, including experience leading and growing teams in a consumer (B2C) or product-led environment with a track record of moving metrics like activation, conversion, retention, and reactivation.
- Exceptional craft. You are a top-tier designer who sets and holds a high bar, and you stay hands-on enough to lead with credibility and a visionary eye for the brand. You can bring distinct brands to life and express them clearly and consistently across an experience.
- High agency. You push for the right solution over the convenient one and make things happen without waiting for permission.
- AI-native practice. You already use AI across the design workflow, for insight synthesis, rapid prototyping, and design to code, and you have a clear point of view on scaling it responsibly at a high quality bar. Fluency with tools like Figma and Claude is expected, and you can show your team what excellent AI-assisted work looks like.
- Strong data fluency. You read behavioral data and experiment results well, know what they are and aren't telling you, and use them to sharpen design, not just defend it. You're comfortable partnering with data science on experimentation quality.
- Command of experimentation: hypothesis design, A/B testing, and funnel analysis as a connected system rather than isolated moments.
- A partnership mindset with Growth product, marketing, lifecycle/CRM, and engineering. You navigate constraints with engineers and shape research and synthesis with researchers.
- People leadership experience: building teams, coaching designers, and setting a quality bar others rally around.
Nice to have
- Experience shaping cross-channel communication strategy across app, email, push, and web, so the message a customer gets is consistent and well-timed wherever they meet us.
- Experience with pricing, packaging, or monetization design.
- A track record building 0-to-1 growth systems, or fixing broken acquisition and retention loops.
What success looks like
- Your team consistently ships high-quality growth work at speed, and the metrics move.
- You've hired exceptional talent and helped your existing team grow in craft and judgment.
- Experience quality across the funnel is visibly higher, and customers feel it.
- Product and engineering leaders love partnering with you because you unlock progress and raise the ambition.
- AI-native ways of working in your domain make the whole team faster without giving up craft.
- Each brand feels distinctly itself in the experience, while the funnel stays coherent across all of them.
What we offer
- Scale and impact. Shape experiences for millions of customers across our brands and 16 markets.
- A craft-and-AI-first culture, championed from the top of the organization.
- Real ownership of your domain, with the autonomy to set and raise the bar.
- A defined leadership track and the chance to grow your scope as the alliance scales.
- Global collaboration with experienced product, engineering, and design partners across HelloTech.
- Compensation & Financial Wellbeing
How we work
We're moving UX to work AI-native, and we expect our leaders to help drive that shift. You'll report directly to the Global VP of UX and partner closely with Product and Engineering leaders in the region.
Equal opportunity
We believe that sharing a meal brings people of all identities, backgrounds, and cultures together, and we're committed to celebrating every dimension of diversity in the workplace. We're an equal-opportunity employer and do not discriminate on the basis of race, national origin, color, gender, gender identity or expression, sexual orientation, religion, age, disability, marital status, or any other protected characteristic. We provide reasonable accommodations to candidates at any stage of the process. If you need one, please let us know.
Please note that for this position employees are eligible to equity on top of the base pay.
Toronto, ON Pay Range
$143,850
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$153,850 CAD
