Staff Product Manager, Organic Growth

HelloFresh•Toronto, ON

7d•CA$164,850 - CA$174,850•Hybrid

About The Position

HelloFresh is seeking a Staff Product Manager to lead its Organic Growth squad. This role is pivotal in transforming the company's organic discovery strategy from traditional SEO to a modern engine encompassing SEO, Generative Engine Optimization (GEO), and Agentic Commerce. The objective is to ensure HelloFresh and Factor are discovered, cited, and chosen across Google and AI surfaces, addressing the shift in consumer behavior towards AI-driven search for meal planning. The Staff Product Manager will own the end-to-end product strategy for organic discovery, including technical SEO, content infrastructure, GEO, and AI visibility, as well as the emerging Agentic Commerce surface. This leadership role requires high agency, a bias for ownership, and the ability to drive outcomes in a fast-moving, ambiguous environment. The position involves setting direction for a cross-functional squad (Product, Engineering, Data/ML, SEO, Content/Editorial, UX) and acting as a liaison across Marketing, Brand, PR, and Commercial.

Requirements

6+ years in product management with hands-on ownership of technical and content SEO at scale (indexation, structured data, internal linking, SSR, content infrastructure, large content programs).
Proven ability to move non-branded organic traffic for a large, content-rich site and scale content without compromising quality.
Demonstrable understanding of how LLMs retrieve, cite, and repeat brand narratives, and how to influence them.
Experience with AI-citable content formats, third-party signal building, and measurement of AI visibility (e.g., Profound or equivalent).
Ability to articulate the overlap and divergence between GEO and SEO.
Experience shipping content automation, CMS/platform migrations, or publishing infrastructure.
Experience working with Data/ML for tagging, deduplication, and quality guardrails.
Comfortable with search analytics, GSC, Ahrefs/STAT-type tooling, and funnel data.
Ability to work backwards from user intent and defend decisions with evidence.
High agency and ownership; ability to diagnose, decide, and drive in ambiguous, fast-moving spaces.
Ability to influence and align stakeholders across Product, Engineering, Marketing, Brand, PR, and Commercial without direct authority.
Ability to communicate at publication quality.
Staff-level behavior: setting direction across teams, resolving ambiguity without escalation, and operating as a single-threaded leader for a strategic surface.

Nice To Haves

Agentic Commerce / LLM distribution experience (e.g., building on MCP, the Apps SDK, Stripe's ACP, or Google's UCP, or shipping commerce/discovery experiences inside ChatGPT, Claude, or Gemini).
Experience in subscription, DTC, or consumer businesses where LTV, churn, and contribution margin are key metrics.
Fluency in SQL and/or Python sufficient to interrogate data pipelines and collaborate with data science.
Background in food, recipe, or publisher-scale content ecosystems.

Responsibilities

Own end-to-end technical and content SEO across HelloFresh and Factor, including crawlability, indexation, structured data, internal linking, SSR, sitemaps, and CMS/content-platform infrastructure.
Scale content responsibly, including recipe detail pages, automated recipe collection pages, editorial/blog content, recipe internationalization, and UGC signals, while avoiding content debt.
Transform the organization from a meal-kit catalog to a food destination by identifying and building pages for high-volume recipe and food queries.
Own AI visibility and citation share across platforms like ChatGPT, Claude, Gemini, and Perplexity, measured by Profound, aiming to drive a +25ppt GEO Visibility Score target by EOY 2026.
Develop GEO-specific content formats, narrative-shaping editorial, and coordinate signals across owned, editorial, PR/affiliate, and social surfaces.
Operationalize 'good SEO is good GEO' and implement GEO-only tactics such as comparison/listicle content and third-party narrative optimization.
Extend organic discovery to conversion by connecting GEO presence to the Agentic Commerce surface, enabling LLM discovery to turn into action.
Partner with New Ventures on the Discovery MCP / ChatGPT App and related platforms, shaping funnel and active-experience coverage.
Connect organic discovery to engagement by routing food-intent traffic into the Cooking Companion / Cookbook experience to increase daily active users.
Own an integrated, prioritized organic-discovery roadmap that aligns content, product, engineering, data, and AI measurement.
Set the standard for product thinking, experimentation rigor, and quality-first sequencing within the squad.
Drive alignment across Marketing, Brand, PR, and Commercial on a unified message and a shared definition of organic success.