# Principal Engineer, Growth Mega Alliance (all genders) at HelloFresh

- Company: HelloFresh
- Status: Open
- Workplace: On-site
- Location: Berlin, Berlin, Germany
- Level: Principal
- Discipline: Engineering
- Employment: Full-time
- Posted: 2026-09-18
- Skills: Tech
- Apply: https://careers.hellofresh.com/global/en/job/8173405?gh_jid=8173405

## 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 de

More HelloFresh roles: https://deviantjobs.com/companies/hellofresh