# Principal Engineer, Growth Mega Alliance (all genders) [Hellofresh](https://gurify.com/jobs?q=Hellofresh) · Berlin, Germany · Posted 2 days ago Principal [Apply on the original posting → (opens in a new tab)](https://job-boards.greenhouse.io/hellofresh/jobs/8173405) ## Job description ### The Role The Growth Mega Alliance (GMA) builds the platforms that power how HelloFresh acquires, converts, and retains customers across 18 markets and multiple brands, across five pillars: AdTech, Conversions, Payments, Communications, and Customer Value Optimization (CVO). As Principal Engineer, you are the technical visionary for these platforms. You define architectural direction across all five pillars, lead the most consequential cross-cutting initiatives, and raise the technical bar for the entire organization. This is a hands-on leadership role - you code, review, and design alongside the senior and staff engineers who look to you as the technical lead. ### What You'll Do ### GenAI & Agentic Engineering Leadership - Own GMA's GenAI strategy: identify the highest-leverage opportunities across all five pillars where AI/ML unlocks step-change outcomes, for both engineering productivity and customer-facing capabilities. - Establish agentic development workflows — where specs drive AI-assisted code generation — and scale them from early adopters to standard practice. Build the guardrails and reference architectures that enable squads to work AI-natively. - Develop and articulate a clear point of view on how engineering teams need to evolve in skills, process, and culture to realize the gains that agentic tools make possible. ### Growth Platform Architecture - Own the long-term technical architecture across GMA's five pillars: real-time personalization, experimentation at scale, AI/ML-driven automation, and cross-pillar data integrity. - Lead the most complex architectural decisions (shared identity schemas, experiment assignment, AdTech-to-Conversions signal loops, payment authorization flows) and drive migrations with large impact. - Ensure GMA platforms integrate cleanly with internal infrastructure and meet reliability, latency, and observability requirements at a global scale. ### Experimentation & Personalization - Define GMA's experimentation strategy and execution framework to optimize experimentation-based decision-making at scale. - Own the data path from customer event to business decision: instrumentation standards, identity resolution, attribution windows, and signal quality. ### Technical Strategy & Cross-Alliance Collaboration - Define GMA's multi-year technical vision and communicate it with the precision engineers need and the clarity executives can act on. Represent GMA in company-wide programs. - Partner with Intelligent Platforms, Consumer, and Operations Mega Alliances to drive shared architectural standards and prevent fragmentation. ### Mentorship & Engineering Culture - Coach and grow Staff and Senior Engineers across all five pillars. Foster engineering excellence through rigorous design review, strong observability practice, and honest post-incident learning. - Champion AI-native development workflows, TDD, DDD, and DevSecOps. Set the written communication standard through your design docs and architectural decision records. ### What You'll Bring ### GenAI & Agentic Engineering - Practical, hands-on experience with AI coding agents (e.g., Claude Code, Cursor, GitHub Copilot, OpenCode) in production or near-production environments — not just experimentation. - Experience integrating GenAI into customer-facing products or internal business processes at scale, with a clear point of view on the team and cultural changes required to realize the productivity gains. ### Growth Domain Expertise - Deep familiarity with at least two of: AdTech / paid media infrastructure, funnel optimization, payment orchestration, CRM and lifecycle communications, or pricing and incentive optimization. - Fluent in growth domain constraints: PSP behavior, consent and privacy requirements across markets, deliverability limits, attribution windows, and incrementality measurement. Experience in a multi-market subscription or e-commerce business preferred. ### Technical Depth - ~10+ years in software engineering, with ~5+ years at principal level in a high-growth, cloud-native environment. - Expert in distributed systems, microservices, and event-driven patterns (Kafka). Deep AWS experience. Strong proficiency in Go, Kotlin, Python, or TypeScript. - Track record of designing and operating large-scale, multi-region systems. Comfortable doing hands-on architectural reviews and solving critical bottlenecks directly. - Working knowledge of experimentation design and analysis; able to work directly with data (SQL, BI tooling) and trace the full signal chain from instrumentation to business metric. ### Ways of Working - Exceptional written communication — your documents make complexity smaller, not larger. - Able to influence without authority; direct, low-ego, and comfortable disagreeing with senior stakeholders while keeping the relationship intact. - Fluent English. German is a bonus. ### What Success Looks Like 3 months — You have mapped GMA's critical architectural dependencies and GenAI opportunities, conducted design reviews across multiple pillars, and established a point of view on the highest-leverage technical bets for the year. 6 months — Your architectural direction is reflected in roadmaps. GMA's first AI-native workflows are in production. At least one cross-pillar initiative is running under your technical ownership with clear instrumentation. 12 months — GMA's platforms are measurably more scalable, observable, and AI-capable. Engineering standards are set and followed. You are the person leaders across HelloTech bring their hardest growth-engineering problems to. ### Why Work With Us - Make an Impact: GMA's platforms touch every customer HelloFresh acquires and every euro it collects. Your decisions move top-line numbers at a company that has changed the way millions of people eat. - Real Scope: You own technical direction, make consequential architectural calls, and ship things that matter — at a scale that makes the problems genuinely hard. - AI at the Frontier: You will have the mandate, resources, and organizational support to lead AI-native engineering transformation — not advocate for it from the sidelines. - Direct Access: You work daily with engineering, product, and business leadership, with the visibility and accountability that implies. - Learn & Grow: Annual learning budget, HelloFresh Academy, and internal mobility across a large, technically ambitious engineering organization. **Live in Hellofresh’s hiring system.** Read from the company's own applicant tracking system, not reposted from a job board — so it's a real, open requisition rather than an ad that outlived the role. We remove it as soon as it disappears at source. ## More jobs like this - HE [Engineering Manager, Intelligent Platforms (all genders)](https://gurify.com/job/engineering-manager-intelligent-platforms-all-genders-at-hellofresh-247166ee40bf) Hellofresh · Berlin, Germany · 5 weeks ago - SN [Senior DevOps Engineer (all genders)](https://gurify.com/job/senior-devops-engineer-all-genders-at-sunday-natural-43ec00aa5ec7) Sunday Natural · Berlin · 2 weeks ago - HE [Security Engineer (SOC) (m,f,x) - career](https://gurify.com/job/security-engineer-soc-m-f-x-career-at-hellofresh-96c732d23738) Hellofresh · Berlin, Germany · 3 weeks ago - PA [Principal Analytics Engineer (f/m/d) - Bewerbung - Trusted Shops](https://gurify.com/job/principal-analytics-engineer-f-m-d-bewerbung-trusted-shops-1b5513459369) Berlin, Germany · last week - PA [Principal Analytics Engineer (f/m/d) - Trusted Shops](https://gurify.com/job/principal-analytics-engineer-f-m-d-trusted-shops-3e34c8d1dd2c) Berlin, Germany · last week - LI [Senior Frontend Developer - React.js (all genders)](https://gurify.com/job/senior-frontend-developer-react-js-all-genders-at-lightspeedhq-41f6fccef717) Lightspeedhq · Berlin · last week ```json {"@context":"https://schema.org/","@type":"JobPosting","title":"Principal Engineer, Growth Mega Alliance (all genders)","description":"\u003Ch3\u003EThe Role\u003C/h3\u003E\u003Cp\u003EThe Growth Mega Alliance (GMA) builds the platforms that power how HelloFresh acquires, converts, and retains customers across 18 markets and multiple brands, across five pillars: AdTech, Conversions, Payments, Communications, and Customer Value Optimization (CVO).\u003C/p\u003E\u003Cp\u003EAs Principal Engineer, you are the technical visionary for these platforms. You define architectural direction across all five pillars, lead the most consequential cross-cutting initiatives, and raise the technical bar for the entire organization. This is a hands-on leadership role - you code, review, and design alongside the senior and staff engineers who look to you as the technical lead.\u003C/p\u003E\u003Ch3\u003EWhat You\u0026#39;ll Do\u003C/h3\u003E\u003Ch3\u003EGenAI \u0026amp; Agentic Engineering Leadership\u003C/h3\u003E\u003Cul\u003E\u003Cli\u003EOwn GMA\u0026#39;s GenAI strategy: identify the highest-leverage opportunities across all five pillars where AI/ML unlocks step-change outcomes, for both engineering productivity and customer-facing capabilities.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EEstablish agentic development workflows \u2014 where specs drive AI-assisted code generation \u2014 and scale them from early adopters to standard practice. Build the guardrails and reference architectures that enable squads to work AI-natively.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EDevelop and articulate a clear point of view on how engineering teams need to evolve in skills, process, and culture to realize the gains that agentic tools make possible.\u003C/li\u003E\u003C/ul\u003E\u003Ch3\u003EGrowth Platform Architecture\u003C/h3\u003E\u003Cul\u003E\u003Cli\u003EOwn the long-term technical architecture across GMA\u0026#39;s five pillars: real-time personalization, experimentation at scale, AI/ML-driven automation, and cross-pillar data integrity.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003ELead the most complex architectural decisions (shared identity schemas, experiment assignment, AdTech-to-Conversions signal loops, payment authorization flows) and drive migrations with large impact.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EEnsure GMA platforms integrate cleanly with internal infrastructure and meet reliability, latency, and observability requirements at a global scale.\u003C/li\u003E\u003C/ul\u003E\u003Ch3\u003EExperimentation \u0026amp; Personalization\u003C/h3\u003E\u003Cul\u003E\u003Cli\u003EDefine GMA\u0026#39;s experimentation strategy and execution framework to optimize experimentation-based decision-making at scale.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EOwn the data path from customer event to business decision: instrumentation standards, identity resolution, attribution windows, and signal quality.\u003C/li\u003E\u003C/ul\u003E\u003Ch3\u003ETechnical Strategy \u0026amp; Cross-Alliance Collaboration\u003C/h3\u003E\u003Cul\u003E\u003Cli\u003EDefine GMA\u0026#39;s multi-year technical vision and communicate it with the precision engineers need and the clarity executives can act on. Represent GMA in company-wide programs.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EPartner with Intelligent Platforms, Consumer, and Operations Mega Alliances to drive shared architectural standards and prevent fragmentation.\u003C/li\u003E\u003C/ul\u003E\u003Ch3\u003EMentorship \u0026amp; Engineering Culture\u003C/h3\u003E\u003Cul\u003E\u003Cli\u003ECoach and grow Staff and Senior Engineers across all five pillars. Foster engineering excellence through rigorous design review, strong observability practice, and honest post-incident learning.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EChampion AI-native development workflows, TDD, DDD, and DevSecOps. Set the written communication standard through your design docs and architectural decision records.\u003C/li\u003E\u003C/ul\u003E\u003Ch3\u003EWhat You\u0026#39;ll Bring\u003C/h3\u003E\u003Ch3\u003EGenAI \u0026amp; Agentic Engineering\u003C/h3\u003E\u003Cul\u003E\u003Cli\u003EPractical, hands-on experience with AI coding agents (e.g., Claude Code, Cursor, GitHub Copilot, OpenCode) in production or near-production environments \u2014 not just experimentation.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EExperience integrating GenAI into customer-facing products or internal business processes at scale, with a clear point of view on the team and cultural changes required to realize the productivity gains.\u003C/li\u003E\u003C/ul\u003E\u003Ch3\u003EGrowth Domain Expertise\u003C/h3\u003E\u003Cul\u003E\u003Cli\u003EDeep familiarity with at least two of: AdTech / paid media infrastructure, funnel optimization, payment orchestration, CRM and lifecycle communications, or pricing and incentive optimization.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EFluent in growth domain constraints: PSP behavior, consent and privacy requirements across markets, deliverability limits, attribution windows, and incrementality measurement. Experience in a multi-market subscription or e-commerce business preferred.\u003C/li\u003E\u003C/ul\u003E\u003Ch3\u003ETechnical Depth\u003C/h3\u003E\u003Cul\u003E\u003Cli\u003E~10\u002B years in software engineering, with ~5\u002B years at principal level in a high-growth, cloud-native environment.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EExpert in distributed systems, microservices, and event-driven patterns (Kafka). Deep AWS experience. Strong proficiency in Go, Kotlin, Python, or TypeScript.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003ETrack record of designing and operating large-scale, multi-region systems. Comfortable doing hands-on architectural reviews and solving critical bottlenecks directly.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EWorking knowledge of experimentation design and analysis; able to work directly with data (SQL, BI tooling) and trace the full signal chain from instrumentation to business metric.\u003C/li\u003E\u003C/ul\u003E\u003Ch3\u003EWays of Working\u003C/h3\u003E\u003Cul\u003E\u003Cli\u003EExceptional written communication \u2014 your documents make complexity smaller, not larger.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EAble to influence without authority; direct, low-ego, and comfortable disagreeing with senior stakeholders while keeping the relationship intact.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EFluent English. German is a bonus.\u003C/li\u003E\u003C/ul\u003E\u003Ch3\u003EWhat Success Looks Like\u003C/h3\u003E\u003Cp\u003E3 months \u2014 You have mapped GMA\u0026#39;s critical architectural dependencies and GenAI opportunities, conducted design reviews across multiple pillars, and established a point of view on the highest-leverage technical bets for the year.\u003C/p\u003E\u003Cp\u003E6 months \u2014 Your architectural direction is reflected in roadmaps. GMA\u0026#39;s first AI-native workflows are in production. At least one cross-pillar initiative is running under your technical ownership with clear instrumentation.\u003C/p\u003E\u003Cp\u003E12 months \u2014 GMA\u0026#39;s platforms are measurably more scalable, observable, and AI-capable. Engineering standards are set and followed. You are the person leaders across HelloTech bring their hardest growth-engineering problems to.\u003C/p\u003E\u003Ch3\u003EWhy Work With Us\u003C/h3\u003E\u003Cul\u003E\u003Cli\u003EMake an Impact: GMA\u0026#39;s platforms touch every customer HelloFresh acquires and every euro it collects. Your decisions move top-line numbers at a company that has changed the way millions of people eat.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EReal Scope: You own technical direction, make consequential architectural calls, and ship things that matter \u2014 at a scale that makes the problems genuinely hard.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EAI at the Frontier: You will have the mandate, resources, and organizational support to lead AI-native engineering transformation \u2014 not advocate for it from the sidelines.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003EDirect Access: You work daily with engineering, product, and business leadership, with the visibility and accountability that implies.\u003C/li\u003E\u003C/ul\u003E\u003Cul\u003E\u003Cli\u003ELearn \u0026amp; Grow: Annual learning budget, HelloFresh Academy, and internal mobility across a large, technically ambitious engineering organization.\u003C/li\u003E\u003C/ul\u003E","identifier":{"@type":"PropertyValue","name":"Gurify","value":"principal-engineer-growth-mega-alliance-all-genders-at-hellofresh-f623ec223a0d"},"url":"https://gurify.com/job/principal-engineer-growth-mega-alliance-all-genders-at-hellofresh-f623ec223a0d","datePosted":"2026-09-18","validThrough":"2026-11-04T23:59:59Z","hiringOrganization":{"@type":"Organization","name":"Hellofresh","sameAs":"https://job-boards.greenhouse.io/hellofresh"},"directApply":false,"jobLocation":{"@type":"Place","address":{"@type":"PostalAddress","addressCountry":"DE","addressLocality":"Berlin"}}} ``` ```json {"@context":"https://schema.org/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Jobs","item":"https://gurify.com/jobs"},{"@type":"ListItem","position":2,"name":"Germany","item":"https://gurify.com/jobs/germany"},{"@type":"ListItem","position":3,"name":"Principal Engineer, Growth Mega Alliance (all genders)","item":"https://gurify.com/job/principal-engineer-growth-mega-alliance-all-genders-at-hellofresh-f623ec223a0d"}]} ```