Principal Engineer, Growth Mega Alliance (all genders)

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