Senior Frontend Engineer, Conversions

S'more about the team

Conversions Tech empowers our meal brands to achieve ambitious growth targets through a seamless and high-performing conversion funnel. As a part of the Growth Alliance, we drive the next chapter of growth for HelloFresh group by powering marketing with advanced MarTech capabilities and product innovation. We focus on (re) acquisition, conversion optimization, and data-driven growth strategies.

As a Frontend Engineer in Conversions, you will build personalized web experiences that help users find the right path through our funnels. You will focus on tailoring our user journeys based on user intent, channel and campaign data, using React, Next.js and edge environments. You will integrate with our CMS, work with experimentation frameworks, and use AI powered tools like Cursor, Figma and Contentful MCPs to speed up design, development and testing workflows.
You will collaborate with machine learning, product and design teams to deliver fast, relevant experiences. You will also play a key role in performance, keeping Core Web Vitals strong and ensuring our personalization layer remains reliable and fast across mobile and desktop. Above all, we want people who make the team stronger. Even if you do not meet every requirement, we would still like to hear from you.

Lettuce share what this role will be responsible for

At HelloFresh we are moving away from a model where software developers just execute tickets toward one where product engineers are trusted to own customer problems. A Product Engineer takes a problem, forms a point of view, validates it with customers and data, and ships it using AI as a force multiplier.

• Build and maintain personalized landing pages and funnel steps using React, TypeScript and Next.js
• Work across frontend and infra tasks, including Cloudflare Workers, cache rules and Vercel Edge functions
• Integrate dynamic content and variations coming from our CMS
• Implement and validate A/B tests with Statsig, ensuring clean tracking and test integrity
• Ensure strong performance on mobile and desktop, focusing on Core Web Vitals and low latency personalization
• Implement and monitor frontend performance and error tracing using tools like Sentry and Honeycomb
• Work with SSR and modern rendering patterns in Next.js to balance performance, caching and personalization
• Use AI tools to speed up development, UI building and content workflows
• Work closely with product, machine learning and design teams to shape new personalized experiences
• Own features end to end, from design to rollout, monitoring and iteration
• Work beyond your specialization when the problem demands it. Your specialization is your anchor, not your boundary.
• Operate what you build. You instrument, monitor, and improve your systems in production. Shipping is the beginning of the learning cycle, not the end.

Sound a-peeling? Here's what we're looking for

• Hands-on experience working with AI tooling (e.g., Claude Code, Cursor, Copilot) beyond casual experimentation. You use AI agents every day. You have a practical sense of how the context you provide to AI tools shapes output quality, and how to set boundaries on AI-generated work.
• You have product sense and are opinionated about what should be built and why, and you can back that opinion with data and user evidence.
• Solid experience with React, TypeScript and modern frontend development, including strong debugging skills across frontend and infra logic
• Hands on experience with Next.js and edge runtimes like Vercel Edge or Cloudflare Workers
• Good understanding of caching strategies and how they affect personalization and performance
• Experience with web performance and frontend monitoring, including Core Web Vitals, Sentry, Honeycomb or similar tools
• Experience writing and maintaining tests at different levels, including unit, integration and end to end
• Experience integrating with a CMS, for example Contentful or Builder.io
• Experience with A/B testing frameworks (e.g. statsig, optimizely)
• Familiarity with analytics platforms like GA4 or Snowplow
• You take full ownership. You have a bias to ship. You finish the last twenty percent.

Let’s cut to the cheese, this is why you'll love it here

• 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 and invest in your continued learning through experiences and initiatives owned by our dedicated L&D team
• 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.
• Food Puns - this one is kind of a big dill if you haven’t already noticed. We even have some punny meeting room names!

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.

This is a posting for an existing vacancy. We are actively seeking to fill this position.

#ENGINEERING

Toronto, ON Pay Range

$130,000—$150,000 CAD