The Opportunity
HelloFresh is the world's leading meal-kit company, serving millions of subscribers across 18 markets. Historically, we have grown through paid acquisition, but the way people discover food is changing twice over. Search is being reshaped by AI, and a new generation of consumers is asking ChatGPT, Claude, Gemini, and Perplexity to "plan dinner for my family this week" instead of opening an app or a search engine. Whoever shows up in those answers wins the category-default position. Whoever does not is invisible.
We own the meal-kit category in organic search and in LLMs. The broader food and recipe universe, where 150M+ monthly searches live, is still dominated by publishers with decades of content authority. Closing that gap is one of the largest, most durable growth opportunities in the business, and it is the mandate of the Organic Growth squad.
We're hiring a Staff Product Manager to lead Organic Growth and level it up from a traditional SEO function into a modern organic discovery engine spanning SEO, Generative Engine Optimization (GEO), and an emerging Agentic Commerce mandate. This is the single-threaded leadership role for how HelloFresh and Factor get discovered, cited, and chosen across Google and AI surfaces.
The role
You will own the end-to-end product strategy for organic discovery technical SEO, content infrastructure at scale, GEO and AI visibility, and the early Agentic Commerce surface that turns discovery into action inside LLMs. You'll inherit a real foundation: a quality-first content strategy, recipe-collection automation, a GEO editorial framework, and a shipped Discovery MCP / ChatGPT App proof-of-concept. Your job is to take that to a responsible scale. You will set the direction for a cross-functional squad Product, Engineering, Data/ML, SEO, Content/Editorial, and UX and act as the connective tissue across Marketing, Brand, PR, and Commercial. You will operate with high agency and a strong bias for ownership: this role is for a builder who takes accountability for outcomes, not just outputs.
What you'll own
SEO-the engine
- End-to-end technical and content SEO across HelloFresh and Factor: crawlability, indexation, structured data, internal linking, SSR, sitemaps, and CMS/content-platform infrastructure.
- Content scale with guardrails: recipe detail pages, automated recipe collection pages, editorial/blog, recipe internationalization, and UGC signals (ratings, reviews, authorship) — growing the footprint without falling into the content-debt trap.
- Move the org from meal-kit catalog to food destination: identify high-volume recipe and food queries where we have no page, and build them.
GEO-the next surface
- Own AI visibility and citation share across ChatGPT, Claude, Gemini, and Perplexity, measured via Profound across a priority set of food and meal-kit prompts.
- Drive our +25ppt GEO Visibility Score target (HF + Factor) by EOY 2026 through GEO-specific content formats built for AI citation, narrative-shaping editorial, and coordinated signals across owned, editorial, PR/affiliate, and social surfaces.
- Operationalize "good SEO is good GEO" while owning the GEO-only tactics (comparison/listicle content, third-party narrative, non-Google LLM optimization) that pure SEO misses.
Agentic Commerce-the emerging bet
- Extend organic discovery from "showing up" to "converting": connect GEO presence to our Agentic Commerce surface so discovery in an LLM turns into action.
- Partner with New Ventures on the Discovery MCP / ChatGPT App and the hub-and-spoke platform (MCP / Apps SDK, then Claude and Gemini), helping shape funnel and active-experience coverage as the space matures.
Connect discovery to engagement
- Route food-intent traffic into the Cooking Companion / Cookbook experience (web-to-app save, cook-along, shopping lists) to build daily active users, not just sessions.
- Own one integrated, prioritized organic-discovery roadmap that keeps content, product, engineering, data, and AI measurement connected.
Raise the bar & lead through influence
- Set the standard for product thinking, experimentation rigor, and quality-first sequencing across the squad.
- Drive alignment across Marketing, Brand, PR, and Commercial on a single repeated message and a shared definition of organic success.
What you'll bring
- Deep SEO expertise (must-have): 6+ years in product management with hands-on ownership of technical and content SEO at scale indexation, structured data, internal linking, SSR, content infrastructure, and large content programs. You have personally moved non-branded organic traffic for a large, content-rich site and know how to scale content without tanking quality.
- GEO / AI search fluency (must-have): Demonstrable understanding of how LLMs retrieve, cite, and repeat brand narratives, and how to influence them, AI-citable content formats, third-party signal building, and measurement of AI visibility (e.g., Profound or equivalent). You can articulate where GEO overlaps with SEO and where it diverges.
- Content + platform product sense: Experience shipping content automation, CMS/platform migrations, or publishing infrastructure, working with Data/ML for tagging, deduplication, and quality guardrails.
- Insight-driven, quantitative rigor: Comfortable in search analytics, GSC, Ahrefs/STAT-type tooling and funnel data; you work backwards from user intent and defend decisions with evidence.
- High agency & ownership: You diagnose, decide, and drive in ambiguous, fast-moving spaces and you're energized by standing up a discipline rather than maintaining one.
- Global cross-functional leadership: You influence and align stakeholders across Product, Engineering, Marketing, Brand, PR, and Commercial without direct authority and communicate at publication quality.
- Staff-level behavior: You set direction across teams, resolve ambiguity without escalation, and operate as a single-threaded leader for a strategic surface.
What sets you apart
- Agentic Commerce / LLM distribution experience (nice-to-have): Hands-on experience building on MCP, the Apps SDK, Stripe's ACP, or Google's UCP or shipping commerce/discovery experiences inside ChatGPT, Claude, or Gemini. This is the direction we are steering the team, and prior exposure is a strong differentiator.
- Experience in subscription, DTC, or consumer businesses where LTV, churn, and contribution margin are the governing metrics.
- Fluency in SQL and/or Python sufficient to interrogate data pipelines and collaborate as a peer with data science.
- Background in food, recipe, or publisher-scale content ecosystems.
What we offer
- A mandate to build a durable, category-defining organic growth engine at one of the world's most data-rich consumer companies with direct visibility to senior leadership.
- A rare chance to lead a discipline through an inflection point, evolving SEO into GEO and helping define HelloFresh's Agentic Commerce future.
- Box Discount-Amazing discounts on 1 box per week! 75% discount on weekly HelloFresh and Chefs Plate meal kits AND 50% off weekly Factor meal box.
- Health & Wellness-Health & Dental benefits from day 1, a Health Spending Account, unlimited access to the Headspace app to meet your self-care needs, and 25% discount on GoodLife fitness memberships!
- RRSP Matching-Competitive RRSP matching program offered
- Vacation & PTO-Time off is also an important part of self-care! We offer generous vacation and PTO to help you create a good work-life balance.
- Family Benefits-A parental leave top-up program for expectant parents.
- Growth & Development-We support your career progression, provide development opportunities, and invest in your continued learning through our organization wide L&D fund.
- Work Hard & Have Fun-From team socials to engaging company days, you’ll have plenty of opportunity to experience the fun!
- Diversity & Inclusion Initiatives- With impactful ERG’s like FreshPride, Women Empowered and LIMES, we are committed to our diversity, equity & inclusion efforts.
Flexible Hybrid Approach
At HelloFresh, we know that flexible work arrangements are essential in enabling you to do your best work, while balancing your personal and life needs. Offering remote work flexibility, along with the opportunity to interact and collaborate in the office are all a part of creating a great employee experience.
To meet these needs, we are pleased to provide Flexible Hybrid work. Flexible Hybrid is a people-first approach that is based on choice, trust, personalization, and empowers teams to choose when and how often they work from the office and work from home, in addition to team days and company days. This means a minimum of 2 days in office per week, with most teams in office between 2-3 days a week.
#LI-HYBRID
HelloFresh Canada uses AI-integrated technology to help us process and evaluate applications more efficiently. This includes tools that screen and assess candidate qualifications based on the requirements for this role. While these tools assist our workflow, all final selection decisions are made by our hiring team.
