Jobs / Germany / HelloFresh Benelux B.V.
Principal Engineer, Growth Mega Alliance (all genders)
HelloFresh Benelux B.V. · 🌍 Berlin, Berlin, Germany
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About the role
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 w