About this role
About the Role
We're looking for a Principal Product Manager to own the referral product: the experience across our app and websites, the behavioral mechanics that get customers to invite their friends, and the systems that let us experiment and improve. You'll partner closely with Marketing to build the experience that drives commercial outcomes. How we get there is yours to define. Beyond that, there's genuine room to build new forms of viral growth that go past referrals as they exist now.
The referrals domain — one of HelloFresh's most important sources of new subscribers — lives in our Engagement tribe, which deepens customers' relationships with our brands as HelloFresh evolves beyond the weekly meal kit subscription into a daily kitchen companion that earns a place in customers' lives. It's a highly visible mandate with sustained attention from senior leadership.
What You'll Do
• Own the vision, roadmap, and strategy for the referral product across app and web, and the behavioral mechanics that turn customer engagement into referral growth
• Build the metric framework that connects the customer experience to referral behavior and, with Marketing, to commercial outcomes
• Design the mechanics that make people want to share — the incentives, rewards, and moments that turn a good experience into a referral
• Optimize the referral journey end to end, from the moment a customer decides to share through to the friend's first order
• Push beyond the referral program as it exists today to build new engines for viral growth — for example, giving customers reasons to create and share content that puts our brands in front of their own networks
• Build a fast experimentation practice — isolate levers, run clean tests, and kill what doesn't work
• Partner with our marketing and CRM teams to integrate program communications — push, in-app, email — into the referral experience
• Partner closely with commercial counterparts on reward economics and offer strategy
• Engage directly with C-level and senior leadership to communicate direction, defend tradeoffs, and report results
What You’ll Bring
• Significant experience as a product leader at a large-scale B2C company — you've built consumer products at scale and have strong intuition for customer behavior, motivation, and the emotional drivers behind why people share
• Direct experience in referrals, virality, or growth — you've owned an acquisition or engagement loop and know how to move it. Experience with a product that has real viral growth built in is a strong plus
• A data-driven, commercial mindset — you understand how rewards and incentives shape customer behavior and business outcomes, and you make those tradeoffs with evidence rather than instinct
• Strong UX instincts and genuine opinions about what makes a great customer experience — including a marketer's eye for what actually gets someone to act
• Executive presence: you're comfortable presenting to C-level stakeholders,