A funnel worth remembering. You lead the experience across the full customer journey: acquisition and activation, conversion, retention, and reactivation of lapsed customers. You do more than reduce drop-off and smooth out onboarding. You make each step sticky and memorable, so people feel something at sign-up, come back because they want to, and tell a friend. You give lapsed customers a real reason to return.
Experimentation and evidence. You run a team that tests its way to the answer. You treat behavioral data as a primary design input, not just something to validate a decision after the fact. You 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.
Strategy before screens. You decide which problems are worth solving and why, and you tie design choices to the business outcomes this role is measured on, like conversion, activation rate, and retention [confirm the exact KPIs for this role]. You set direction before design work begins.
Craft and quality. You define what excellent looks like for Growth and hold the bar. You set a high standard for craft yourself and raise it in others, and you build and evolve the systems and patterns that let the team ship consistent, high-quality work at speed across web and app.
Brand expression. You 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. You know how to hold what makes a brand itself while keeping the funnel coherent across all of them. You have a strong understanding of content and how design and words work together to express who each brand is.
Make us AI-native. You 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. You define the quality bar AI-assisted work has to meet, and you help rewrite how growth experiences get built in the AI era. You are a driving force in this transformation, not a passenger, and you help your team see the shift as opportunity rather than threat.
A team of generalists. You lead a team of UX Designers with a generalist profile that move across design, content, research and code. You 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.