Jobs / United States / HelloFresh Benelux B.V.
Staff Product Manager, Growth Onboarding
HelloFresh Benelux B.V. · 🇺🇸 New York, NY, United States
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About the 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 decision. • Define and own success metrics for Onboarding — Settled Conversion rate, Box 1→2 and 2→3 conversion, app adoption rate, and unwanted box rate — and hold yourself and the squad accountable to them. • Own BAU operations: triage funnel issues rapidly, maintain onboarding health monitoring, and serve as the escalation point for anything threatening early retention performance. • Drive cross-functional alignment as a single-threaded leader across global tribes and alliances — creating clarity and shared direction needed for the squad to ship at velocity. What You’ll Bring: The Ingredients • Customer Lifecycle & Early Retention Expertise: A deep understanding of subscription customer lifecycle dynamics — churn triggers, early retention levers, and the interplay between product exp