Director UX, Growth

HelloFresh•Toronto, ON

1d•CA$143,850 - CA$153,850•Hybrid

About The Position

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.

Requirements

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: top-tier designer who sets and holds a high bar, and stays hands-on enough to lead with credibility and a visionary eye for the brand.
Ability to bring distinct brands to life and express them clearly and consistently across an experience.
High agency: push for the right solution over the convenient one and make things happen without waiting for permission.
AI-native practice: already use AI across the design workflow, for insight synthesis, rapid prototyping, and design to code, and 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 can show your team what excellent AI-assisted work looks like.
Strong data fluency: 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.
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.
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 Haves

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.

Responsibilities

Lead the experience across the full customer journey: acquisition and activation, conversion, retention, and reactivation of lapsed customers.
Make each step sticky and memorable, so people feel something at sign-up, come back because they want to, and tell a friend. Give lapsed customers a real reason to return.
Run a team that tests its way to the answer, treating behavioral data as a primary design input.
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.
Decide which problems are worth solving and why, and tie design choices to the business outcomes this role is measured on, like conversion, activation rate, and retention.
Set direction before design work begins.
Define what excellent looks like for Growth and hold the bar.
Set a high standard for craft yourself and raise it in others, and build and evolve the systems and patterns that let the team ship consistent, high-quality work at speed across web and app.
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.
Hold what makes a brand itself while keeping the funnel coherent across all of them.
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.
Define the quality bar AI-assisted work has to meet, and help rewrite how growth experiences get built in the AI era.
Lead a team of UX Designers with a generalist profile that move across design, content, research and code.
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.

Benefits

75% off weekly HelloFresh/Chefs Plate meal kits plus 50% off weekly Factor meal boxes.
Health and dental coverage from day one.
Health Spending Account.
Unlimited Headspace access.
25% off GoodLife fitness memberships.
Wellness resources including fitness discounts and mental health support.
Generous vacation and PTO offerings.
Parental leave top-up program.
Dedicated L&D initiatives and career support.
Equity on top of base pay.