Staff AI Content Designer

About the role

In this role, you will be instrumental in building the next generation of HelloFresh experiences, defining the language, logic, and voice that guide customers from discovery through cooking and loyalty. You own the end-to-end content strategy and narrative flow for personalization, shopping, subscription management, and conversion funnels, maintaining a high quality bar across every interaction. This position requires a deep understanding of how people converse with intelligent systems, including tone shifts, question patterns, and the impact of single word choices on whether a response feels natural or robotic. You will leverage AI as a core component of your daily workflow, using these tools for synthesis, discovery acceleration, and rapid prototyping to close the gap between design and implementation. Success in this role means raising the standard of copy precision and tone, serving as the authority who defines what great looks like and provides critique that elevates the entire team. You will collaborate cross-functionally with Product, Design, Research, and Engineering to ground content decisions in customer insight and data, ensuring experiences convert and retain. This is a strategic and editorial role where your systems thinking and craftsmanship directly shape how HelloFresh builds long-term relationships with customers through intelligent, adaptive experiences.

Key facts

What you'll do

Design end-to-end consumer experiences by owning content strategy, narrative flow, and interaction logic across discovery, personalization, shopping, subscription management, activation, and conversion funnels while maintaining accountability for the full customer journey.

Leverage an AI-native workflow that includes synthesizing user insights, accelerating discovery, and building rapid interactive prototypes using tools like Claude Code, Gemini, or Figma AI to connect design and implementation efficiently.

Lead content for AI-powered surfaces in partnership with Product, Design, and Engineering to create adaptive, dynamic experiences where copy responds intelligently to context, behavior, and customer signals rather than static screens.

Design for conversation and interaction by applying a deep understanding of how customers converse with intelligent systems to shape response patterns, interaction flows, and the rhythm of exchanges so they feel natural and coherent.

Raise the quality bar as the authority on copy precision, tone, and interaction clarity, defining what great looks like and delivering substantive critique that raises the team's work and builds shared evaluation language.

Drive experimentation and optimization by collaborating on A/B tests, using data to inform design and content decisions, and establishing feedback loops that continuously improve the customer experience over time.

Build content systems that scale by developing frameworks, modular content patterns, and governance models that allow the broader team to move quickly without sacrificing quality or consistency.

Champion voice and standards by serving as the authority on how HelloFresh speaks to customers and evolving tone of voice guidelines to account for new interaction models, including conversational and AI-generated content.

Collaborate cross-functionally with UX Research, Product, Design, Engineering, and Data teams to ensure content decisions are grounded in customer insight and lead to experiences that both convert and retain effectively.

Support multi-brand execution by adapting content for HelloFresh's family of brands, ensuring each speaks authentically to its distinct audience while maintaining overall coherence.

Requirements

Bring 7+ years of experience in content design, UX writing, conversation design, or a closely related field to demonstrate a consistent track record in shaping digital content strategies.

Present a portfolio that demonstrates not only strong output but also a clear point of view, where you can walk through your decisions, defend your choices, and show how your work has raised the bar for colleagues and stakeholders.

Show experience designing for dynamic or personalized digital products, with familiarity with AI-powered surfaces, recommendation systems, conversational flows, or adaptive content treated as a strong plus.

Possess an editorial sensibility that extends beyond execution, evidenced by the ability to clearly distinguish between competent and exceptional work and articulate the reasons for that difference.

Prove the ability to think in systems, moving seamlessly from zooming out to define frameworks and principles to zooming in on details that ensure consistency and quality across touchpoints.

Demonstrate comfort working in a fast-paced, AI-augmented environment where experimentation, iteration, and data-driven decisions are central to how content is developed and refined.

Communicate effectively both verbally and in writing, with the capacity to synthesize complex ideas, provide structured feedback, and align cross-functional partners on content strategy.

Operate with a high degree of ownership and accountability, managing multiple priorities while maintaining a rigorous standard for accuracy, clarity, and tone in all customer-facing content.

Nice to have

Preferred experience includes prior work designing conversational interfaces, voice-first interactions, or large language model interfaces where content must adapt to context and user behavior.

A background in data-informed content decisions, such as using analytics to guide copy optimization, personalization strategies, or measuring the impact of content on engagement and retention, is valued.

Practical notes

This is a full-time position based in Toronto, Ontario, Canada, requiring in-office work.

Travel is not expected as part of this role.

Visa sponsorship is not available for this position.

The engagement is full-time, and hours are standard business hours within the Toronto time zone.