General Manager (Green Chef)

We’re looking for a high-performing General Manager to lead Green Chef in the UK. Launched in the UK in 2021, following its successful acquisition in the US, Green Chef is a premium, health-focused meal kit brand that has shipped over 15 million meals and is ready for its next phase of growth. As General Manager, you will have full P&L ownership, reporting directly into the UK CEO of HelloFresh, and autonomy to shape strategy, drive performance, and leave a real mark on a brand with serious momentum. If you’re a decisive, data-driven and entrepreneurial leader who thrives under pressure and wants genuine ownership - not just the title - this is the role for you.

What You Will Be Doing:

• Own the UK Business & P&L – Take full accountability for the Green Chef UK P&L, driving sustainable revenue growth, profitability, and long-term value creation, ensuring the brand is accretive to the wider UK business
• Define & Execute Business Strategy – Lead the end-to-end strategy for Green Chef UK across Product, Marketing and Financial Planning; identifying growth opportunities, refining the value proposition, and ensuring clear differentiation versus the core HelloFresh brand  
• Drive Commercial Performance – Oversee all commercial levers including acquisition, retention, pricing, and promotions, ensuring an optimal balance between growth and profitability
• Lead a High-Performing Team – Lead and develop a cross-functional team, fostering a culture of ownership, accountability, and continuous improvement
• Champion Customer-Centric Growth – Leverage customer insights, data, and market trends to continuously evolve the product offering and customer experience
• Strengthen Brand Positioning – Elevate Green Chef’s position as a premium, health-led offering within the UK market, ensuring consistency across all customer touchpoints
• Identify & Unlock New Growth Opportunities – Explore new channels, partnerships, and propositions to expand reach and drive incremental growth

Who You Are:

• General Management experience – Proven experience owning or significantly influencing a P&L within a high-growth, consumer-facing business (ideally D2C, subscription, or e-commerce)
• Strategic & Commercial Acumen – Strong ability to define strategy and translate it into execution, balancing growth with profitability and long-term brand building
• Entrepreneurial Mindset – Comfortable operating in ambiguity, with a hands-on approach and a bias for action in fast-paced environments
• Leadership & Team Building – Track record of building, leading, and scaling high-performing teams, with a strong focus on coaching and development
• Operational Excellence – Experience managing complex operations and identifying key levers to improve efficiency, margins, and customer experience
• Customer-Centric Thinking – Deep understanding of customer behaviour and a passion for delivering exceptional customer experiences
• Data-Driven Decision Making – Highly analytical, with the ability to use data to inform decisions, prioritise effectively, and challenge assumptions.
• Executive Influence – Strong communication and stakeholder management skills, with the ability to influence at senior levels and drive cross-functional alignment

Above all, we are looking for people who will make HelloFresh better. There are many different ways of developing skills, and we love diverse experiences! So even if you don’t “tick all the boxes” but think you’d thrive in this role, we would really like to learn more about you.

What you will get in return:

● 70% off HelloFresh or Green Chef boxes
● Company pension scheme
● Gym membership
● Bupa private medical insurance (including dental & family cover options)
● Mental health first aiders and an employee assistance programme
● Dog friendly office!
● Nursery support scheme
● Cycle to work scheme
● Group Life Assurance

Location: The HelloFresh Farm, 60 Worship Street, EC2A 2EZ, London

To be considered for this role, you’ll need to have the independent right to work in the UK, as we're unfortunately unable to provide sponsorship at this time.

Hybrid Working Policy
We offer a hybrid working policy for eligible roles, allowing flexibility to work from home and in the office. For more details on eligibility and how this applies to the role you're applying for, please consult with your recruiter.

Next steps: Your application will be reviewed and if successful, a member of the Talent Acquisition Team will be in touch within 2 weeks.

You are required to cooperate with HelloFresh in all health and safety matters. You are responsible for ensuring you take reasonable care of your own health, and safety as well as others who may be affected by the work activities you undertake. You must report incidents immediately and actively raise health and safety-related concerns to your Line Manager. As part of our commitment to maintaining a safe and secure environment, we will process Disclosure and Barring Service (DBS) checks to the successful individual. Failure to disclose relevant information at application or throughout the process could affect your employment with the company.