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