Director, Engineering

About HelloFresh: At HelloFresh, we want to change the way people eat forever by offering our customers high quality food and recipes for different meal occasions. Even after celebrating our 10-year anniversary, we continue to see this mission spread around the world and beyond our wildest dreams. Now, we are a global food solutions group and the world's leading meal kit company, active in 18 countries across 3 continents. So, how did we do it? Our weekly boxes full of exciting recipes and fresh ingredients have blossomed into a community of customers looking for delicious, healthy and sustainable options. The HelloFresh Group now includes our core brand, HelloFresh, as well as: Green Chef, EveryPlate, Chefs Plate, Factor_, YouFoodz, The Pets Table and GoodChop About the Team The Loyalty & Virality tribe is at the heart of HelloFresh's customer retention and organic growth strategy. We build the products and systems that keep customers engaged, rewarded, and excited to share HelloFresh with others. Our teams own loyalty and rewards programs, referral systems, viral growth mechanics, and personalized re-engagement experiences — all operating at a global scale across multiple brands and markets. We combine deep product thinking with data-driven experimentation and increasingly leverage AI to deliver smarter, more personalized customer experiences. If you're passionate about building systems that turn happy customers into loyal advocates, this is the team for you. You can get a taste of what we've been working on by checking out our tech blog . What you'll do Lead the Loyalty & Virality tribe (3 engineering managers and their teams) with the aim of deepening customer engagement, driving retention, and accelerating organic growth through referral and rewards programs. Inspire, challenge, and grow cross-functional engineering teams , ensuring every engineer has adequate growth opportunities. Champion the adoption of AI in the squads and machine learning across the tribe, identifying opportunities for personalization, predictive engagement, and intelligent reward optimization. Own the technical strategy for loyalty, rewards, and virality systems. Work with product and design partners to identify the business areas where their teams can add value, and drive the team to deliver success in these areas. Be an active part of the HelloFresh engineering leadership team, helping set strategy and ensuring alignment of our technology with overall business goals. Foster a healthy, collaborative engineering culture in our Toronto office . While we work closely across all locations, this role carries a responsibility for making our Toronto Tech Hub a place where engineers thrive, grow, and enjoy coming to work. What you'll bring AI proficiency and advocacy. Hands-on familiarity with AI technologies and a track record of championing their adoption, whether through AI-assisted development workflows, ML-driven product features, or leveraging LLMs to accelerate team productivity. Loyalty, rewards, or virality domain experience. Interest in, and ideally direct experience building, rewards programs, loyalty platforms, referral systems, or viral growth mechanics. You understand engagement loops, incentive design, and what makes customers stick around and spread the word. Strong technical background - with architectural skills to design flexible, resilient, and scalable distributed systems, demonstrated in past leadership roles with clear business impact. Proven leadership at scale. Solid experience managing engineering managers and multiple teams building customer-facing products in a fast-paced, dynamic environment. Delivery management. You have a bias for action and simplification. You have a robust understanding of lean methodologies to optimize for flow and the urgency to deliver. Communication and influence. Ability to communicate effectively across a growing engineering organization and facilitate agreement among stakeholders with different inter