About this role
About the role: What's in the Box
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→2→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: The Recipe
• 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 personalisation 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 personalised, 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