Director of Engineering, GenAI Enablement Tribe

About the role: What's in the Box The GenAI Enablement Tribe is where HelloFresh's transformation into an AI-native company gets engineered: the platform every team builds on, the embedded engineering that redesigns commercial functions end-to-end, that changes how 5,000 knowledge workers and 1,000 engineers actually work. You will lead four teams across Berlin and Warsaw, with a mandate that spans every function in the group (not just tech). This role sits on the engineering leadership team, with decision authority, direct access to group leadership, and the room to shape the strategy you then deliver; reporting directly to Ingmar Krusch (SVP Engineering). We believe that GenAI can change the way people eat forever - this will be your open-ended mission! What you’ll do: The Recipe GenAI platform ownership: Own the platform the whole group builds on: LLM gateway, MCP gateway, agent platform, plugin marketplace, spec-driven development tooling, evals, and agent observability. Shorten the path from idea to running. Forward-deployed engineering: Lead embedded engineers into marketing, HR, finance, and operations, redesigning each function's processes AI-native rather than simply automating them, shipping against a business KPI that function owns, and generalising each build back into the platform so the next team starts from a working pattern. Group-wide capability build: Build GenAI proficiency across the whole of HelloFresh through curriculum, cohorts, and per-function enablement paths measured on demonstrated skill. Strategy into roadmap: Co-create the group GenAI strategy with global central functions leadership, collaborate with the Product org to convert it into a sequenced delivery roadmap, and own the budget and investment decisions across tools and processes. Team and engineering standards: Lead and develop Engineering Managers and Staff Engineers across Berlin and Warsaw, holding teams accountable for delivery, engineering standards, and team health, while sc