Chief Marketing Officer, HelloFresh
DACH
Recipe box subscription service
Posted today
Recipe box subscription service
1001+ employees
Posted today
1001+ employees
Company mission
HelloFresh is on a mission to change the way people eat, forever! They're collectively disrupting the food supply chain and the multi-trillion-dollar food tech industry.
Role
Who you are
- Customer-First Mindset: Deep understanding of consumer insights, brand positioning, and behaviour-driven growth
- D2C Leadership Experience: Proven senior leadership track record in direct-to-consumer businesses, ideally in e-commerce or food. Subscription model experience is a strong plus
- Product-Led Growth Expertise: Demonstrated success designing and scaling initiatives that connect customer value with business outcomes
- DACH Market Expertise: Strong understanding of regional consumer behaviour and established agency/partner networks
- Team Builder: Experience recruiting, mentoring, and leading high-performing marketing teams
- Data-Driven Decision Maker: Strong analytical and commercial acumen, with a clear-eyed view of what drives business performance
- Innovator at Heart: Passion for experimentation, creativity, and challenging the status quo
- Budget Management: Comfortable managing multi-million-euro budgets across multiple markets
- Language: Fluency in German is a strong plus
- Experience: 8–10 years of senior-level experience in data-driven marketing, growth, or brand leadership roles
What the job involves
- We're at a pivotal moment. This is not a role focused on maintaining momentum — it's about creating it. Reporting to the CEO of DACH, you will lead the regional Marketing domain, drive experimentation and innovation, and help write the next chapter of HelloFresh's growth story
- With the backing of a high-performing global organisation, you'll have the freedom to explore new ideas, scale winning concepts, and expand beyond traditional performance marketing
- Brand Activation & Storytelling: Build brand love at scale. Lead culturally relevant brand initiatives that strengthen resonance across the DACH region, turning creative ideas into measurable engagement, loyalty, and long-term growth
- Product Marketing Excellence: Connect product truth with customer value. Partner with local and global teams to shape compelling positioning, define brand territories, and deliver best-in-class go-to-market strategies grounded in customer insight and experimentation
- Experimentation & Innovation: Test bold ideas. Scale what works. Identify new growth opportunities, pilot innovative marketing models, and build fast learning loops that transform experimentation into scalable impact
- Product-Led Growth: Design seamless growth engines. Create product-led pathways that integrate brand, CX, and digital experiences to drive conversions, retention, and sustainable business performance
- Strategic Positioning and Targeting: Define the next chapter of HelloFresh DACH. Elevate regional positioning and refine audience strategies to strengthen relevance, differentiation, and long-term brand equity in the DACH market
- Partnerships & Cultural Impact: Create breakthrough collaborations. Develop high-impact partnerships with creators, talent, and cultural platforms that expand reach, build credibility, and inspire excitement among new and existing customers
- Executive Leadership: Shape strategy at the highest level. Serve as a core member of the DACH Leadership Team, driving alignment, championing customer-centricity, and ensuring marketing plays a central role in company-wide decision-making
Our take
The food space has seen significant disruption in the last few years, whether it's the rapid expansion of takeaway delivery, online groceries or meal boxes. Consumer tastes are changing and there has been lots of innovation to try and get quality food in front of people more easily. HelloFresh is one of the drivers of that trend.
On the back of a boom in subscriptions during the pandemic, HelloFresh secured its place in the new food market. However, the cost-of-living crisis has meant that the company and its peers have faced dwindling subscriptions, resulting in layoffs and a need to refocus towards a more sustainable future for the business.
That said, HelloFresh still benefits from being a leader in the sector and from its B Corporation status - properties that mean it remains a top option for consumers who want to try meal kits. Only time will tell if the company can sustain its success moving forwards, at a time when its product, however enticing, is becoming less affordable for the general public.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
39% employee growth in 12 months
Company
Funding (last 2 of 6 rounds)
Dec 2016
$97.1m
SERIES G
Sep 2015
$96.7m
SERIES F
Total funding: $405.1m
Company values
- Speed & Agility
- Relentless Prioritisation
- Egoless Environment
- Learning Never Stops
- Data Drivenness
- Customer Centricity
- Long Term Orientation
Company HQ
London, UK
Articles
Leadership
Dominik S. Richter
(CEO)Started his career at Goldman Sachs after graduating from WHU and LSE.
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