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About the Role
As Principal Engineer, you are the technical visionary for the Growth Mega Alliance (GMA) platforms, defining architectural direction, leading cross-cutting initiatives, and raising the technical bar. This is a hands-on leadership role involving coding, reviewing, and designing alongside senior and staff engineers.
Responsibilities
- Own GMA's GenAI strategy, identifying high-leverage opportunities for AI/ML to drive step-change outcomes in engineering productivity and customer-facing capabilities.
- Establish and scale agentic development workflows, building guardrails and reference architectures for AI-native development.
- Develop and articulate a clear point of view on how engineering teams must evolve in skills, process, and culture to leverage agentic tools.
- 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 complex architectural decisions and drive high-impact migrations.
- Ensure GMA platforms integrate cleanly with internal infrastructure and meet global scale reliability, latency, and observability requirements.
- Define GMA's experimentation strategy and execution framework to optimize decision-making at scale.
- Own the data path from customer event to business decision, including instrumentation standards, identity resolution, attribution windows, and signal quality.
- Define GMA's multi-year technical vision and communicate it effectively to engineers and executives.
- Represent GMA in company-wide programs and partner with other Mega Alliances to drive shared architectural standards.
- Coach and grow Staff and Senior Engineers, fostering engineering excellence through rigorous design review, observability, and post-incident learning.
- Champion AI-native development workflows, TDD, DDD, and DevSecOps.
- Set written communication standards through design docs and architectural decision records.
Requirements
- Practical, hands-on experience with AI coding agents (e.g., Claude Code, Cursor, GitHub Copilot, OpenCode) in production or near-production environments.
- Experience integrating GenAI into customer-facing products or internal business processes at scale, with a clear point of view on team and cultural changes required.
- 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.
- ~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.
- Exceptional written communication skills.
- Able to influence without authority; direct, low-ego, and comfortable disagreeing with senior stakeholders while maintaining relationships.
- Fluent English.
- German is a bonus.
Skills
- GenAI
- Agentic Engineering
- AI/ML
- Distributed Systems
- Microservices
- Event-Driven Patterns
- AWS
- Go
- Kotlin
- Python
- TypeScript
- Kafka
- Experimentation Design
- SQL
- BI Tooling
- TDD
- DDD
- DevSecOps
Location
- 18 markets
Work Type
- Full-time
Experience Level
- Principal Engineer
- 10+ years in software engineering
- 5+ years at principal level
Benefits
- Annual learning budget
- HelloFresh Academy
- Internal mobility across a large, technically ambitious engineering organization
About the Company
- 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).
- GMA's platforms touch every customer HelloFresh acquires and every euro it collects.
- HelloFresh has changed the way millions of people eat.
- We are a large, technically ambitious engineering organization.