Director UX Design

HelloFresh Group reaches more than 6 million customers across 16 markets through a portfolio of 8 consumer brands — from meal kits and ready-to-eat meals to pet food and specialty products. HelloTech, our global technology division, builds the digital consumer experience across Berlin, Warsaw, and North America: the apps, the personalization, the discovery moments, and everything in between that turns food into something people genuinely look forward to.

Design is core to how we compete. Our Consumer UX team designs end-to-end experiences across all 8 brands, and we hold a high quality bar — internally, our “zest-appeal” framework defines design excellence from baseline usability through to best-in-class, surprise-and-delight craft. We are also moving fast to an AI-native way of working, where AI rethinks discovery, prototyping, and the path from design to code. Experience quality and innovation are leadership priorities all the way to the group president.

• Lead from the front. Lead, coach, and inspire a multidisciplinary team — UX, UI, content, and localization — across multiple consumer surfaces. Stay hands-on in the work: review designs, jump into critiques, and drive clarity.
• Turn ambiguity into clarity. Solve problems from first principles, not templates. Help your team make hard decisions, focus on outcomes over process, and install just the right amount of structure and rigour to ship great work at speed.
• Set and uphold an extremely high craft bar. From UX flow to polished UI — layout, typography, motion, micro-interaction, and visual storytelling. Be the design-quality amplifier who notices the details others miss and pushes work to where it needs to be, coaching the team to our quality tenets.
• Own a consumer experience domain end-to-end. Take accountability for the quality and delivery of experiences across the customer journey, from problem framing to shipped product across our brands and 16 markets. Drive design excellence through every detail.
• Build design-technology capability. Champion and scale our design system (Zest) and modern UI foundations. Close the gap between design and engineering through prototyping, design-to-code workflows, and component quality — making design and engineering faster together.
• Make us AI-native. Treat AI as an active part of how design gets done — accelerating discovery, generating and validating prototypes, and shortening design-to-delivery. Define the quality bar AI-assisted workflows must meet, and help the company rewrite how consumer products get built in the AI era.
• Partner deeply with Product and Engineering. Align on priorities, make tradeoffs, unblock delivery, and move fast. Advocate clearly and persistently for the right experience, and raise the ambition of the partners around you.

• Team leadership. A track record of leading and growing high-performing design teams in product-first, consumer (B2C) companies — hiring, coaching, and developing designers at all levels, from IC to managers.
• High agency. You thrive in ambiguous, fast-changing environments, push for the right solution rather than the convenient one, and lean in to make things happen without waiting for permission.
• A bias to ship. Demonstrated success driving teams to ship great software at scale, not just making decks about it — owning execution across a product line and a portfolio of features.
• Exceptional craft and product taste. Strong visual and interaction sensibility and a high personal bar for detail. You know what great looks like for a consumer audience, and you can help teams get there — across hierarchy, motion, and micro-interaction.
• Design-technologist mindset. Fluency at the design–engineering boundary: design systems, component architecture, prototyping in code or advanced tools, and a practical grasp of front-end constraints.
• AI-native practice. You already use AI across the design workflow — for insight synthesis, rapid prototyping, and design-to-code — and have a point of view on scaling it responsibly with a high quality bar. Fluency with tools like Figma, Claude, and similar is expected.
• Scale and systems thinking. Experience designing and maintaining quality across a multi-brand or multi-market consumer ecosystem, balancing consistency with brand-specific character.

• This is a build-and-scale role, not a maintenance one.
• The level — Director or Senior Director — will be set by the candidate’s experience and the final scope of the domain.