Job Description:

As the Director of Digital Growth (SEO and CRO) for North America, you will lead the SEO and CRO team across the United States and Canada for brands like HelloFresh, Factor, Every Plate, Green Chef, and Chef Plate. You will be reporting to our Sr. Director of Growth, and will develop and execute the strategic plan across organic and paid channels to drive higher organic traffic with high converting pages for organic and paid channels, work with multiple stakeholders (brand, design, product, engineering, analytics), develop advanced data and experimentation practices to inform decisions and drive execution through a high-performing team.

You will…

Plan, design, and execute our conversion rate optimization roadmap across organic and paid channels from execution to completion.
Maintain a backlog of experiments that will drive conversion rate improvements that drive growth.
Lead day-to-day execution of content and audience development across multiple stakeholders.
Coach and develop a high performing team on SEO and CRO through servant leadership, coaching, and training.
Create automated dashboards, run reports, measure performance, conduct post-analysis of editorial initiatives, and share insights with stakeholders to ensure teams are pacing to meet goals
Develop requirements based on customer insights from qualitative and quantitative sources to guide the tech team on onsite best practices, technical site audits and technical implementation plans
Analyze & report on organic growth KPIs to key stakeholders.
Develop creative and new ways to market our products through emerging digital advertising and content channels.
Define our SEO technical and content strategy to become the global benchmark for the industry.
This role will be very flexible, with an opportunity to work with different teams.

You are...

Obsessed with growth while not being afraid to get your hands dirty
You have a passion for deducing consumer experience and what signals Google uses to evaluate information
Persistent and have bias-to-action with a track record of performance. Interest in other growth/performance marketing channels is a plus
A natural hustler with a contagious “can-do” attitude who thrives in fast-paced environments
Responsible and love owning projects from start to finish
A great communicator and truly a team player
Proactive and enjoy coming up with new ideas and can explain your rationale
Strong analytical skills; able to use data on spreadsheets to extract insights and optimize day-to-day performance and run split-testing campaigns.

At a minimum, you have...

A bachelor’s degree with a solid academic record and proven relevant experience in marketing or a highly commercial role.
In-House brand experience required
10+ years of experience directly managing conversion rate optimization
Understanding of multiple marketing channels (Search, Meta, etc.)
Expert knowledge of Online Marketing as well as web & app tracking setup and troubleshooting.
Experience working with Google Analytics, Tableau, Contentful, ahref, SEMrush, among other key tools for CRO and SEO.
High proficiency in Excel or Google spreadsheet (pivot tables, formulas, etc.) and critical thinking
Experience working with editorial as well as product teams

This job description is intended to provide a general overview of the responsibilities. However, the Company reserves the right to adjust, modify, or reassign work tasks and responsibilities as needed to meet changing business needs, operational requirements, or other factors.

New York Pay Range

$130,000—$220,000 USD

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California Consumer Privacy Act Notice to Applicants and Employees *

Pursuant to the California Consumer Privacy Act (“CCPA”), this notice provides information about the categories of personal information Grocery Delivery E-Services USA, Inc. (dba HelloFresh) collects about applicants and employees, and the purposes for which the categories of personal information shall be used.

For purposes of this notice, “personal information” means information that identifies, relates to, describes, is capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular California resident or household, or as otherwise defined under the CCPA.

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“Personal information,” includes but is not limited to the following:

A. Identifiers: Real name, alias, postal address, unique personal identifier, online identifier, internet protocol address, email address, account name, social security number, driver’s license number, passport number, or other similar identifiers.

B. Personal Information, as defined by California Civil Code section 1798.80(e):
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account number, credit card number, debit card number, or any other financial information, medical information, or health insurance information.

C. Characteristics: Characteristics of protected classifications under California or federal law.

D. Commercial Information: Records of personal property, products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies.

E. Biometric Information: An individual’s physiological, biological, or behavioral characteristics, including an individual’s deoxyribonucleic acid (DNA), that can be used, singly or in combination with each other or with other identifying data, to establish individual identity. Biometric information includes, but is not limited to, imagery of the iris, retina, fingerprint, face, hand, palm, vein patterns, and voice recordings, from which an identifier template, such as a faceprint, a minutiae template, or a voiceprint, can be extracted, and keystroke patterns or rhythms, gait patterns or rhythms, and sleep, health, or exercise data that contain identifying information.

F. Internet or Other Electronic Network Activity Information: Browsing history, search history, and information regarding a consumer’s interaction with an internet website, application, or advertisement.

G. Geolocation Data: Geolocation data.

H. Audio, electronic, visual, thermal, olfactory, or similar information: Audio, electronic, visual, thermal, olfactory, or similar information.

I. Professional or Employment-Related Information: Professional or employment-related
information.

J. Education Information: Information that is not publicly available personally identifiable information as defined in the Family Educational Rights and Privacy Act.

K. Inferences: Inferences drawn from any of the information identified above to create a profile about a consumer reflecting the consumer’s preferences, characteristics, psychological trends, predispositions, behavior, attitudes, intelligence, abilities, and aptitudes.

HelloFresh collects the following categories of personal information about applicants and/or employees:

A. Identifiers: Real name, alias, postal address, email address, social security number, driver’s license number, passport number.

B. Personal Information, as defined by California Civil Code section 1798.80(e):
Name, signature, social security number, address, telephone number, passport number,
driver’s license or state identification card number, insurance policy number, education,
employment, employment history, bank account number, or any other financial information, medical information, or health insurance information.

C. Characteristics: HelloFresh may collect characteristics of protected classifications under California or federal law as legally required, as permitted and in accordance with applicable state, federal, or local law.

D. Commercial Information: HelloFresh does not collect information from this category.

E. Biometric Information: Fingerprints.

F. Internet or Other Electronic Network Activity Information: Browsing history and search history.

G. Geolocation Data: Geolocation data.

H. Audio, electronic, visual, thermal, olfactory, or similar information:Thermal information.

I. Professional or Employment-Related Information: Professional and employment-related history.

J. Education Information: Education history.
K. Inferences: Inferences drawn from any of the information identified above to create a profile about an applicant’s or employee’s behavior, abilities, attitudes, and aptitude, depending on position.

HelloFresh uses the above categories of personal information for the following business
purpose(s):

• To make employment decisions and further the employee relationship;
• To facilitate payroll, benefit, and leave of absence administration;
• For health and security purposes;
• To obtain and/or maintain insurance policies and coverage;
• To comply with state and federal laws and regulations;
• To manage workers compensation claims and conduct workplace investigations

Have you reviewed the above California Consumer Privacy Act Notice to Applicants and Employees?

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Director, Digital Growth (Global SEO and North America CRO)

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