Director of Engineering, GenAI Enablement Tribe
- Your natural leadership, focus on efficiency, and ability to enforce standards are a perfect match for holding teams accountable for delivery, engineering standards, and team health.
- Your practical, results-oriented thinking is ideal for governance, cost control, and making clear build vs. buy decisions, aligning with the role's ownership of budget and investment decisions.
- You excel at creating and running structured processes, which directly supports building and scaling the GenAI platform, the platform team that removes friction, and the governance guardrails.
- Your direct, no-nonsense communication style might be a challenge when working with non-tech functions like marketing and HR, where you need to redesign their processes with empathy and collaboration.
- You may have less natural comfort with the innovative, experimental aspects of co-creating the group GenAI strategy, preferring proven methods over the open-ended agentic systems this role requires.
About the role: What's in the Box
The GenAI Enablement Tribe is where HelloFresh's transformation into an AI-native company gets engineered: the platform every team builds on, the embedded engineering that redesigns commercial functions end-to-end, that changes how 5,000 knowledge workers and 1,000 engineers actually work. You will lead four teams across Berlin and Warsaw, with a mandate that spans every function in the group (not just tech).
This role sits on the engineering leadership team, with decision authority, direct access to group leadership, and the room to shape the strategy you then deliver; reporting directly to Ingmar Krusch (SVP Engineering).
We believe that GenAI can change the way people eat forever - this will be your open-ended mission!
What you’ll do: The Recipe
- GenAI platform ownership: Own the platform the whole group builds on: LLM gateway, MCP gateway, agent platform, plugin marketplace, spec-driven development tooling, evals, and agent observability. Shorten the path from idea to running.
- Forward-deployed engineering: Lead embedded engineers into marketing, HR, finance, and operations, redesigning each function's processes AI-native rather than simply automating them, shipping against a business KPI that function owns, and generalising each build back into the platform so the next team starts from a working pattern.
- Group-wide capability build: Build GenAI proficiency across the whole of HelloFresh through curriculum, cohorts, and per-function enablement paths measured on demonstrated skill.
- Strategy into roadmap: Co-create the group GenAI strategy with global central functions leadership, collaborate with the Product org to convert it into a sequenced delivery roadmap, and own the budget and investment decisions across tools and processes.
- Team and engineering standards: Lead and develop Engineering Managers and Staff Engineers across Berlin and Warsaw, holding teams accountable for delivery, engineering standards, and team health, while scaling AI-native working practices into BAU.
- Governance and cost: Keep adoption safe and affordable by owning guardrails, evals, model routing, cost control, and the compliance boundary with Security, Legal, and Procurement.
What you’ll bring: The Ingredients
- Engineering leadership depth: 10+ years in software engineering and 5+ years leading Engineering Managers across more than one discipline, with a track record of holding teams accountable for delivery and technical quality.
- Agentic systems experience: You have designed, built, and shipped agentic systems with your own hands and teams, and you understand where they fail: context engineering, tool calling, agent orchestration, retrieval, and evaluation harnesses.
- Platform adoption record: You have built internal platforms that engineers adopted, and you can distinguish a platform team that ships features from one that removes friction.
- Change beyond the build: You have led a transformation programme, a large enablement effort, or a function-wide process redesign that held after you moved on.
- Stakeholder credibility: You are credible in a design review, and you have guided senior stakeholders through decisions they were initially sceptical about.
- Technology strategy ownership: You have owned technology or AI strategy at an organisation or business unit level, including build vs. buy decisions, with the sequencing that takes pilots into production. You bring low ego, high ownership, and clarity over complexity to the decisions you hold.
Even if you don’t “tick all the boxes” but think you’d thrive in this role, we would really like to learn more about you: In your application, be specific about what you personally built and led, what broke, and where you have gone beyond a technical build. If you have set technology strategy above team level and GenAI is the step you are ready to take, say so.
What we offer: The Toppings
- Meal kit discount: Enjoy a discount on HelloFresh meal kits, delivered straight to your door.
- Company pension: Build for the long-term with our company pension scheme (not available for interns/working students).
- Wellbeing memberships: Benefit from discounted memberships with Urban Sports Club and John Reed, yoga classes, and access to Headspace and Spill.
- Flexible working: Balance work and life with flexible hours, Work From Home/Abroad options, and a home office setup budget.
- Childcare support: Financial support for childcare costs (not available for interns/working students).
- Deutschlandticket: A monthly allowance toward the Deutschlandticket for sustainable commuting across Germany.
- Learning and development: Access to internal training programmes and a central L&D budget.
- Office and social: Work from a modern office in Berlin-Kreuzberg with team outings, Friday beers, and company events throughout the year.
Are you the missing ingredient? If this sounds like a tasty opportunity, we’d be excited to hear from you. We aim to review your profile and respond within 5 business days.
#Engineering
HelloFresh is committed to the principles of equal employment opportunity and providing reasonable accommodations to candidates with disabilities. If you need an accommodation during the application process, please reach out to us at:
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Best personality fits for this role
Your natural leadership and ability to drive strategy across the organization align perfectly with co-creating and owning the GenAI strategy for the whole group.
Read the ENTJ career guide →Your strategic thinking and long-term vision perfectly align with co-creating the group GenAI strategy and sequencing it into a delivery roadmap.
Read the INTJ career guide →Your innovative, visionary thinking is a strong asset for the open-ended mission of changing how people eat forever and designing AI-native processes.
Read the ENTP career guide →Browse more
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