Director UX, Growth

📍 Job Overview

Job Title: Director UX, Growth

Company: HelloFresh

Location: Toronto, Ontario, Canada (or New York)

Job Type: Full-time

Category: User Experience (UX) / Growth Operations

Date Posted: 2026-08-11

Experience Level: 10+ years

Remote Status: On-site (Hybrid implied, with potential for full-time in office depending on location and team needs)

🚀 Role Summary

• Lead the end-to-end customer journey for growth initiatives across a portfolio of consumer brands, focusing on acquisition, activation, conversion, retention, and reactivation.

• Drive a data-informed and AI-native approach to UX design, leveraging behavioral data and experimentation to optimize user funnels and improve key business metrics.

• Build, mentor, and lead a team of 6 UX designers, fostering a culture of high craft, continuous learning, and collaborative problem-solving.

• Partner closely with cross-functional teams including Product, Marketing, Lifecycle/CRM, and Engineering to deliver cohesive and impactful user experiences across web and app platforms.

• Define and uphold the quality bar for UX design, ensuring brand consistency and expression across all customer touchpoints while scaling operations for growth.

📝 Enhancement Note: While the job title is Director UX, Growth, the responsibilities and emphasis on metrics, funnels, and cross-functional collaboration with Product, Marketing, and Engineering strongly indicate a significant overlap with Growth Operations and Revenue Operations principles. The role requires a strategic leader who can translate user experience excellence into tangible business growth and operational efficiency. The "AI-native" requirement suggests a forward-thinking approach to leveraging technology for operational improvements.

📈 Primary Responsibilities

• Own the entire customer funnel from discovery to reactivation, ensuring each stage is optimized for memorability, engagement, and conversion, aiming to create sticky and delightful experiences.

• Champion a culture of rigorous experimentation, treating behavioral data and A/B test results as primary inputs for design decisions and strategic planning.

• Define the strategic direction for growth UX, prioritizing problems and clearly articulating how design solutions will drive specific business outcomes like conversion, activation, and retention.

• Establish and maintain a high standard of UX craft and quality across the team, developing and evolving design systems and patterns for consistent, high-quality output at speed.

• Translate the distinct brand identities of HelloFresh, Factor, and other portfolio brands into cohesive yet differentiated user experiences across all touchpoints, with a strong emphasis on the synergy between design and content.

• Lead the adoption and integration of AI tools and methodologies across the UX workflow, from insight synthesis and rapid prototyping to design-to-code, defining quality benchmarks for AI-assisted work.

• Attract, develop, and retain top UX design talent, coaching individuals through feedback and influence to build a high-performing team that delivers career-best work.

📝 Enhancement Note: The responsibilities emphasize a blend of strategic leadership, hands-on design oversight, and operational execution. The focus on "AI-native practice" and "AI-assisted work" is a critical differentiator, suggesting that candidates must not only be proficient in traditional UX but also innovative in applying AI to enhance operational workflows and design outputs.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Design, Human-Computer Interaction, Psychology, or a related field is typically expected for a Director-level UX role.

Experience: 10+ years in product design, with a substantial portion dedicated to leading and growing teams within a consumer (B2C) or product-led growth environment. Demonstrated success in impacting key growth metrics such as activation, conversion, retention, and reactivation.

Required Skills:

• Exceptional UX craft and a visionary eye for brand expression across digital touchpoints.

• Proven ability to lead and develop UX design teams, fostering high performance and individual growth.

• Strong command of experimentation methodologies, including hypothesis design, A/B testing, and funnel analysis.

• Deep fluency in interpreting behavioral data and experiment results to inform design strategy and validate decisions.

• High degree of personal agency and proactive problem-solving, with a track record of driving initiatives forward.

• Proficiency with AI tools across the design workflow (e.g., insight synthesis, rapid prototyping, design-to-code), with a clear point of view on responsible AI scaling.

• Fluency with key design tools such as Figma.

• Experience in developing and maintaining design systems and patterns for consistent, scalable output.

• Strong collaboration and communication skills, with experience partnering effectively with Product, Marketing, CRM, and Engineering teams. Preferred Skills:

• Experience shaping cross-channel communication strategies (app, email, push, web) for consistent customer messaging.

• Background in pricing, packaging, or monetization design.

• Track record of building 0-to-1 growth systems or significantly improving acquisition and retention loops.

• Familiarity with AI tools like Claude for advanced applications.

• Experience with content design and its integration with UX.

📝 Enhancement Note: The requirement for "AI-native practice" and specific mention of "Figma and Claude" suggests a strong emphasis on leveraging cutting-edge tools for operational efficiency and innovative design solutions. The "10+ years" and "Director" title point to a senior individual who can operate autonomously and strategically.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrations of end-to-end ownership of growth funnels, showcasing impact on key metrics (conversion, activation, retention).

• Case studies detailing the process of hypothesis generation, A/B test design, execution, and analysis, with clear articulation of learnings and iterative improvements.

• Examples of how behavioral data and user research were integrated into the design process to drive decision-making.

• Work illustrating the ability to translate distinct brand identities into cohesive user experiences across web and app.

• Projects showcasing the application of AI tools within the design workflow, highlighting efficiency gains and quality improvements.

• Examples of leading and mentoring design teams, including how quality standards were set and maintained. Process Documentation:

• Evidence of defining and documenting UX processes, including workflow design for experimentation and AI integration.

• Case studies that clearly outline the problem, the proposed solution, the execution steps, and the measurable business impact, demonstrating a structured approach to problem-solving.

• Documentation of how design systems and reusable patterns were developed and implemented to ensure consistency and efficiency across multiple brands and platforms.

• Examples of how cross-functional collaboration processes were managed to ensure alignment and successful project delivery with Product, Marketing, and Engineering.

📝 Enhancement Note: Given the emphasis on "AI-native" practices and data-driven experimentation, a portfolio should highlight not just the final design output, but the rigorous process behind it. This includes demonstrating a deep understanding of growth loops, conversion rate optimization (CRO), and the ability to quantify the impact of UX decisions on business objectives.

💵 Compensation & Benefits

Salary Range: Based on the provided pay range for Toronto, ON ($143,850 - $153,850 CAD per year), this likely represents the base salary component. For a Director-level role in a major tech hub like Toronto or New York, with significant leadership responsibilities and the requirement for 10+ years of experience, this range is competitive but may be at the mid-to-lower end for Director roles, especially considering the potential for equity.

Benefits:

• Comprehensive health and dental coverage from day one.

• Health Spending Account (HSA) for flexible healthcare expenses.

• Unlimited Headspace access for mental wellness and mindfulness.

• 25% off GoodLife fitness memberships.

• Access to broader wellness resources, including fitness discounts and mental health support.

• Generous vacation and Paid Time Off (PTO) offerings.

• Parental leave top-up program for expectant parents.

• Dedicated Learning & Development (L&D) initiatives and career support, aligning with the "Learning Never Stops" value.

• Significant employee discounts: 75% off weekly HelloFresh/Chefs Plate meal kits and 50% off weekly Factor meal boxes.

• Eligibility for equity on top of base pay, indicating a comprehensive total compensation package.

Working Hours: While not explicitly stated, a standard full-time work week is implied (40 hours). The role is on-site, suggesting a need for in-office presence, though flexibility for hybrid work is common in such roles.

📝 Enhancement Note: The salary range provided ($143,850 - $153,850 CAD) is specific to Toronto. For the New York location, the salary would likely be higher due to cost of living and market rates for similar roles. The inclusion of equity is a significant factor in total compensation for Director-level positions. The benefits package is robust, with a strong emphasis on employee well-being and perks related to the company's core business.

🎯 Team & Company Context

🏢 Company Culture

Industry: Global digital-native FMCG (Fast-Moving Consumer Goods) and meal-kit provider. HelloFresh operates in a competitive, fast-paced market where innovation in customer experience directly impacts market share and retention.

Company Size: HelloTech, the global technology division, operates across Berlin, Warsaw, and North America, suggesting a significant global technology organization supporting millions of customers. The broader HelloFresh group reaches over 6 million customers in 16 markets. This indicates a large, established, and rapidly scaling company.

Founded: While the founding date isn't provided, HelloFresh is a well-established leader in the meal-kit industry, known for its rapid growth and digital-first approach.

Team Structure:

• UX, Growth Mega-Alliance: This specific team is part of a larger "Mega-Alliance" focused on growth, implying a significant organizational effort dedicated to customer acquisition and retention.

• Reporting: Reports directly to the Global VP of UX, indicating visibility and direct influence on global UX strategy.

• Team Composition: Leads a team of 6 UX designers, working closely with content design and research strategy.

• Cross-functional Collaboration: Works shoulder-to-shoulder with Growth Product, Marketing, Lifecycle/CRM, and Engineering teams across web and app platforms.

Methodology:

• Data-Driven & AI-Native: The company is actively shifting towards AI-native ways of working, expecting leaders to drive this transformation. This includes leveraging AI for insight synthesis, rapid prototyping, and design-to-code.

• Experimentation Focus: A strong emphasis on testing, data analysis, and using behavioral data as a primary design input.

• Quality & Craftsmanship: A commitment to high standards in UX design and brand expression, championed from the top.

Company Website: https://www.hellofresh.com/

📝 Enhancement Note: The "Mega-Alliance" structure suggests a deliberate organizational design to consolidate and accelerate growth efforts. The emphasis on AI-native practices is a key cultural differentiator, positioning HelloTech as a leader in adopting new technologies to enhance operational efficiency and customer experience.

📈 Career & Growth Analysis

Operations Career Level: Director (People Leadership). This role is a significant leadership position responsible for a specialized area of growth UX. It involves not only strategic direction and execution but also the development and management of a team of designers. The clear path to Senior Director indicates substantial growth potential within the organization as the alliance scales.

Reporting Structure: Reports directly to the Global VP of UX. This provides direct access to senior leadership and opportunities to influence global strategy. Collaboration is extensive with Product, Marketing, and Engineering leaders within the growth function.

Operations Impact: The role has a direct and measurable impact on the company's revenue and customer base. By optimizing the entire customer journey from acquisition to retention, this position directly influences conversion rates, customer lifetime value, and overall business growth for multiple brands. The "Growth Mega-Alliance" structure underscores the critical importance of this function to the company's strategic objectives.

Growth Opportunities:

• Scope Expansion: A clear path to Senior Director as the alliance scales, offering increased responsibility and strategic influence.

• Skill Development: Opportunities to become an expert in AI-native UX practices, driving innovation in how growth experiences are designed and built. Deepen expertise in growth strategies, experimentation, and cross-functional leadership.

• Leadership Advancement: Develop advanced people leadership skills by coaching and mentoring a team of talented designers, with potential to lead larger teams or broader UX domains within HelloTech. Exposure to global strategy and collaboration with senior leadership.

📝 Enhancement Note: This role is positioned for significant career progression. The emphasis on "building and scaling" and the "clear path to Senior Director" suggest that HelloFresh is looking for a leader who can grow with the company and take on increasing responsibilities. The opportunity to shape AI-native workflows is a forward-looking development path.

🌐 Work Environment

Office Type: On-site (Toronto or New York). While the specific office environment isn't detailed, HelloFresh operates in a dynamic, tech-driven industry. Expect a modern, collaborative workspace designed to foster innovation and cross-functional interaction.

Office Location(s): Toronto, Ontario, Canada and New York. These are major metropolitan hubs with access to talent and resources. Specific office details would need to be confirmed, but generally, these locations offer good connectivity and amenities.

Workspace Context:

• Collaborative Environment: The role requires close collaboration with Product, Marketing, Lifecycle/CRM, and Engineering. The workspace is likely designed to facilitate this, with shared spaces and meeting areas.

• Tools and Technology: Access to industry-standard design tools (Figma mentioned) and potentially advanced AI tools. The company is emphasizing an "AI-native" workflow, suggesting a commitment to providing the necessary technological infrastructure.

• Team Interaction: Frequent interaction with the direct UX design team, as well as product managers, marketers, and engineers, fostering a dynamic and interactive work environment.

Work Schedule: Standard full-time hours (likely 40 hours per week) are expected for an on-site Director role. However, the nature of growth and digital product development may sometimes require flexibility to meet project deadlines or address critical issues.

📝 Enhancement Note: The "on-site" requirement suggests a preference for in-person collaboration, which is crucial for leadership roles involving team building and cross-functional alignment. However, the mention of "Toronto or New York" as locations implies potential for flexibility or different office setups in each city.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Likely a call with HR or a recruiter to assess basic qualifications, experience, and cultural fit.

• Hiring Manager Interview: Conversation with the Global VP of UX to discuss strategic vision, leadership philosophy, and team management approach.

• Portfolio Review & Design Challenge: A crucial stage where candidates present their portfolio, showcasing their UX craft, growth impact, and approach to problem-solving. This may include a specific design challenge related to growth funnels or AI integration.

• Cross-functional Interviews: Meetings with key stakeholders from Product, Marketing, and Engineering to assess collaboration skills and ability to work within a cross-functional team.

• Team Interviews: Potentially meet with direct reports or other UX team members to evaluate leadership style and team dynamics.

• Final Round: May involve senior leadership or a final executive interview to confirm alignment with company vision and strategic goals.

Portfolio Review Tips:

• Quantify Impact: For each project, clearly articulate the business problem, your role, the solution, and most importantly, the measurable results (e.g., conversion lift, retention improvement, activation rate increase). Use specific numbers and data.

• Showcase Process: Detail your thought process, including how you used data, conducted research, experimented, and iterated. Highlight your understanding of growth loops, A/B testing, and funnel optimization.

• Highlight AI Integration: Be prepared to discuss how you've used AI in your workflow, showcasing specific examples of AI-assisted prototyping, insight synthesis, or design-to-code. Explain your point of view on responsible AI implementation.

• Brand Expression: Demonstrate your ability to understand and translate brand identity into user experiences, showing how you maintain brand coherence while optimizing funnels.

• Leadership Examples: Include projects where you led a team, mentored designers, or influenced strategic direction. Explain your leadership philosophy and how you set quality standards.

• Storytelling: Weave a compelling narrative around your projects, focusing on the challenges, your approach, and the outcomes.

Challenge Preparation:

• Growth Funnel Deep Dive: Be ready to analyze a hypothetical or real growth funnel, identify drop-off points, and propose data-driven UX solutions.

• AI Application Scenarios: Prepare to discuss how AI can be applied to specific growth challenges, from user research synthesis to rapid prototyping and personalization.

• Brand Consistency vs. Optimization: Be ready to discuss the trade-offs and strategies for maintaining distinct brand identities while optimizing a unified growth funnel.

• Experimentation Strategy: Outline how you would design and run A/B tests for a specific growth initiative, including hypothesis formulation and metric selection.

📝 Enhancement Note: The emphasis on "AI-native practice" and "AI-assisted work" means candidates should be prepared to demonstrate concrete examples of using AI tools in their portfolio and during interviews. This is a key differentiator for this role.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Explicitly mentioned as a required tool, indicating its central role in design and prototyping.

• AI Tools: Broadly mentioned ("AI-native practice," "Claude," "AI-assisted work"). Candidates should be prepared to discuss proficiency with various AI tools for insight synthesis, rapid prototyping, and potentially design-to-code. Claude is mentioned as a specific example.

• Prototyping Tools: Beyond Figma, other prototyping tools may be leveraged.

Analytics & Reporting:

• Behavioral Data Platforms: Essential for understanding user actions and informing design decisions. Tools like Amplitude, Mixpanel, or similar would be expected.

• A/B Testing Platforms: Tools for designing, running, and analyzing experiments (e.g., Optimizely, VWO, Google Optimize).

• Data Science Collaboration: Ability to partner with data scientists means familiarity with how data is extracted, analyzed, and visualized.

CRM & Automation:

• Lifecycle/CRM Systems: Collaboration with these teams implies an understanding of customer segmentation, email marketing, push notifications, and customer journey mapping.

• Web & App Analytics: Tools like Google Analytics are likely used for tracking performance and user behavior across platforms.

📝 Enhancement Note: The explicit mention of "Figma" and "Claude" alongside the broader "AI-native" requirement suggests a modern technology stack. Proficiency in data analytics and experimentation platforms is critical, as the role is deeply tied to measurable growth outcomes.

👥 Team Culture & Values

Operations Values:

• Data-Driven Decision Making: Emphasis on using behavioral data and experimentation results to guide all design and strategy.

• AI-Native Innovation: A proactive and forward-thinking approach to integrating AI into every aspect of the design workflow for enhanced efficiency and quality.

• Craftsmanship & Quality: A commitment to delivering exceptional design work that is both aesthetically pleasing and highly functional.

• Collaboration & Partnership: Strong emphasis on working effectively with Product, Marketing, Engineering, and other stakeholders to achieve shared goals.

• Ownership & Agency: Encouraging individuals to take initiative, drive projects forward, and make things happen without waiting for explicit direction.

• Growth Mindset: A continuous learning approach, embracing ambiguity and actively seeking opportunities for personal and team development.

Collaboration Style:

• Cross-functional Integration: Works shoulder-to-shoulder with Product, Marketing, Lifecycle/CRM, and Engineering, fostering a tight-knit, collaborative environment where UX is a core partner in growth initiatives.

• Feedback and Influence: Coaches team members through feedback and influence rather than solely authority, promoting a supportive and developmental culture.

• Knowledge Sharing: The "AI-native" push implies a culture of sharing best practices and learnings related to new technologies and methodologies.

📝 Enhancement Note: The company culture appears to be a blend of high-performance expectations, innovation (particularly around AI), and a strong emphasis on collaboration and data-driven strategies. The "Growth Mega-Alliance" structure suggests a highly focused and results-oriented team environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Expression with Funnel Optimization: The core challenge of ensuring each brand feels distinct while optimizing a unified growth funnel across multiple products. This requires strategic thinking and deep understanding of brand architecture and customer segmentation.

• Driving AI Adoption: Leading the team and the broader organization in adopting AI-native workflows requires overcoming potential resistance, upskilling the team, and defining robust quality standards for AI-generated outputs.

• Ambiguity and Scale: Operating in a "build-and-scale" environment means navigating ambiguity, defining new processes, and adapting quickly as the company and its portfolio grow.

• Data Interpretation Nuances: Effectively interpreting complex behavioral data and experiment results to derive actionable insights, avoiding common pitfalls in statistical analysis.

Learning & Development Opportunities:

• AI UX Leadership: Becoming a pioneer in AI-native UX practices within a major consumer brand, gaining invaluable experience in a rapidly evolving field.

• Strategic Growth Leadership: Deepening expertise in growth strategy, conversion rate optimization (CRO), and customer lifecycle management at a global scale.

• Team Building & Mentorship: Developing advanced people leadership skills by coaching and scaling a high-performing UX team.

• Cross-functional Influence: Enhancing abilities to influence and collaborate with senior leaders across Product, Marketing, and Engineering to drive strategic initiatives.

📝 Enhancement Note: The role presents significant opportunities for growth by tackling complex challenges in a fast-paced, innovative environment. The focus on AI integration is a unique growth vector that will be highly relevant in the future of UX and operations.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you led a team to significantly improve a key growth metric (e.g., conversion, retention). What was your process, what data did you use, and what was the outcome?" (Focus on process, data, and impact)

• "How would you approach designing a new user onboarding flow for a meal-kit service, considering brand distinctiveness and the need for rapid activation? Walk us through your strategic thinking." (Focus on strategy before screens, brand expression, and funnel optimization)

• "Imagine you're tasked with integrating AI into our user research synthesis process. What steps would you take, what tools might you consider, and how would you ensure the quality and ethical use of AI?" (Focus on AI-native practice and responsible implementation) Company & Culture Questions:

• "What do you know about HelloFresh's mission and its different brands? How would you ensure our UX reflects these distinct identities?" (Demonstrate company research and brand understanding)

• "How do you foster a culture of experimentation and continuous learning within a design team, especially when introducing new technologies like AI?" (Assess leadership style and team development approach)

• "Describe your experience working with Product, Marketing, and Engineering. How do you build strong partnerships and navigate differing priorities?" (Evaluate collaboration and stakeholder management skills) Portfolio Presentation Strategy:

• Lead with Impact: Start each case study with the business problem and the quantifiable results achieved. Use clear, concise language.

• Show, Don't Just Tell: Use visuals effectively to illustrate your design process, user flows, and the final product. Clearly highlight your contributions.

• Emphasize the 'Why': Explain the rationale behind your design decisions, referencing data, user research, or experimentation findings.

• Demonstrate AI Integration: Clearly call out where and how AI was used in your projects, explaining the benefits and your approach.

• Address Ambiguity: Be prepared to discuss challenges and how you adapted your strategy or process when faced with uncertainty or changing requirements.

• Storytelling: Frame your projects as compelling narratives that showcase your problem-solving skills, strategic thinking, and ability to drive growth.

📝 Enhancement Note: Candidates must be prepared to speak fluently about growth metrics, experimentation, and the practical application of AI in UX design. The ability to connect UX decisions directly to business outcomes will be paramount.

📌 Application Steps

To apply for this Director UX, Growth position:

• Submit your application through the HelloFresh careers portal via the provided URL.

• Tailor your resume: Highlight your 10+ years of experience in product design, specifically focusing on growth metrics (conversion, activation, retention), team leadership, and experience in B2C or product-led environments. Incorporate keywords like "UX," "Growth," "A/B testing," "AI-native," and "Figma."

• Curate your portfolio: Select case studies that best demonstrate your end-to-end ownership of growth funnels, impact on business metrics, AI integration, and team leadership. Quantify results wherever possible and clearly articulate your process.

• Prepare for an AI-focused interview: Be ready to discuss your experience with AI tools in the design workflow and your strategic vision for their implementation. Practice articulating how you would lead a team in this evolving landscape.

• Research HelloFresh: Understand the company's mission, its various brands (HelloFresh, Factor, etc.), and its commitment to innovation and customer experience. This will help you align your responses with the company's strategic goals.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.