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