---
title: 'General Manager, New Zealand at HelloFresh'
canonical: 'https://feeny.ai/job/general-manager-new-zealand-hellofresh-auckland-auckland-region-x981gxsjvv17'
type: 'job'
last_seen: '2026-09-15'
---

# General Manager, New Zealand at HelloFresh

- **Company:** HelloFresh
- **Location:** Auckland Auckland Region, New Zealand
- **Posted:** 2026-08-05
- **Last confirmed live:** 2026-09-15
- **Apply:** https://careers.hellofresh.com/global/en/job/8104471?gh_jid=8104471

## Job description

About the role: What's in the Box

Based in Auckland and reporting to the ANZ CEO, the General Manager for New Zealand leads the overall performance, growth and strategic direction of HelloFresh New Zealand; one of the HelloFresh’s most established and innovative markets. Owning the New Zealand P&L end-to-end, you set the strategy to maximize sustainable growth and profitability, sharpen the local proposition, and represent HelloFresh with government, regulators, partners and the wider community. You deliver through influence, aligning matrixed teams across growth, product, marketing, finance, customer care and operations behind a shared plan.

Above all, you will change the way Kiwis eat, forever!

What you’ll do: The Recipe

- Own the P&L: Take full accountability for HelloFresh New Zealand’s commercial and financial performance, leading annual planning, forecasting and business reviews with ANZ and Global leadership.
- Set the strategy: Define and execute the roadmap that returns the market to sustainable growth and profitability across customer acquisition, retention, pricing and margin.
- Sharpen the proposition: Partner with Global teams to pilot new products and propositions, and strengthen the local relevance of HelloFresh for Kiwi customers.
- Lead through influence: Align and energise matrixed teams across growth, product, marketing, finance, customer care and operations to reach shared business objectives without direct line authority.
- Represent the business: Act as the senior spokesperson for HelloFresh New Zealand with government, regulators, industry bodies and strategic partners.
- Shape Group strategy: Feed insight, innovation and learnings from New Zealand back into regional and Global decision-making.

What you’ll bring: The Ingredients

- P&L leadership: A track record of owning a P&L or a major commercial function, ideally blending top-tier consulting, high-growth startup or comparable fast-paced experience.
- Commercial and product instinct: Strong grounding in D2C marketing and product development, with the judgement to turn strategy into measurable growth.
- Influence without authority: The ability to set clear direction and bring senior, matrixed stakeholders along through collaboration rather than formal reporting lines.
- Data-driven mindset: A highly analytical approach, comfortable using data to prioritise and to hold the business to its plan.
- Local market understanding: Familiarity with the New Zealand market and consumer, or a real ability to build local relevance and credibility quickly.
- Drive and food enthusiasm: Entrepreneurial energy, resilience and a genuine enthusiasm for good food and the HelloFresh mission.

What we offer: The Toppings

- Compensation with upside: A highly attractive package with significant equity upside for a senior leader in a leading global food-technology company.
- Own a market: The rare chance to lead an entire market and shape its direction end to end.
- Hybrid working: Three days in the Auckland office and two days working from home each week.
- Work from anywhere: Up to three weeks working from a location of your choice in any 12-month period.
- Wellbeing support: Free Headspace access (extendable to five friends or family) and a confidential Employee Assistance Program.
- Learning and growth: HelloFresh Academy sessions, a function-led L&D budget and a structured mentoring program.
- Time to recharge: Additional HF Days that grow with tenure, plus sabbatical leave for longer-serving team members.
- HelloFresh discount: 70% off your HelloFresh boxes, plus friends-and-family discounts.

Are you the missing ingredient? If this sounds like a tasty opportunity, we’d be excited to hear from you. We aim to review your profile and respond within 5 business days.

## About HelloFresh

## Company Overview
- **One-liner**: HelloFresh is a global meal-kit and food solutions company that delivers pre-portioned ingredients and recipes directly to consumers, aiming to revolutionize the way people eat by making home cooking accessible, convenient, and sustainable.
- **Entity Type**: Public (Ticker: HFG on the Frankfurt Stock Exchange)
- **Headquarters**: Berlin, Germany
- **Founded**: 2011
- **Founders**: Dominik Richter, Thomas Griesel, Jessica Nilsson

## Core Business
- **Primary Industry**: Meal Kit Delivery / Integrated Food Solutions
- **Target Customers**: B2C – primarily busy households, couples, and individuals looking for convenient, high-quality meal options. Also serves the ready-to-eat and pet food markets.
- **Mission Statement**: "Democratizing access to high-quality food" by allowing everyone to enjoy a varied, tasty diet while helping consumers save money and reduce food waste.

## Products & Services
- **HelloFresh (Core Meal Kits)**: The flagship subscription service offering pre-portioned ingredients and step-by-step recipes for a wide variety of meals. Type: Subscription-based physical goods.
- **Factor_**: A ready-to-eat, chef-prepared meal delivery service (operates in the US, Canada, and Australia). Type: Subscription-based physical goods.
- **Youfoodz**: A ready-to-eat meal brand in Australia. Type: Subscription-based physical goods.
- **EveryPlate**: A budget-friendly meal kit brand in the US and Australia. Type: Subscription-based physical goods.
- **Chefs Plate**: A meal kit brand in Canada. Type: Subscription-based physical goods.
- **Green Chef**: An organic-focused meal kit brand in the US. Type: Subscription-based physical goods.
- **The Pet Food Brands**: Premium pet food delivery services (e.g., The Pets Table in the US). Type: Subscription-based physical goods.

## Market Standing
- **Valuation/Market Cap**: As a public company, market cap fluctuates. As of mid-2025, it is approximately €1.5-2.0 billion (based on public trading data).
- **Key Metric (Annual Revenue)**: €6.76 billion in net revenue in FY 2025.
- **Key Metric (Meals Delivered)**: ~850 million meals delivered in 2025.
- **Key Metric (Employees)**: +29,000 employees globally.
- **Notable Investors/Partners**: The company is publicly traded. Key institutional investors include major European and US asset managers. Strategic partnerships exist with various food suppliers and logistics providers.
- **Growth Signals**: The ready-to-eat segment (Factor, Youfoodz) is a major growth driver, now making up a quarter of total revenue. The company is expanding its ready-to-eat offerings into European markets, building on success in North America and Australia. The company operates in 17 countries with 8 different brands.

## Competitive Advantages
- **Scale & Data**: With over 18,000 recipes in its database and billions of meals delivered, HelloFresh has an immense dataset on consumer preferences, supply chain optimization, and recipe development, creating a significant moat in logistics and personalization.
- **Vertical Integration**: The direct-to-consumer model gives full control over the supply chain, from sourcing to delivery, enabling efficient operations, competitive pricing, and rapid response to customer needs.
- **Multi-Brand Strategy**: By operating a portfolio of brands (from budget-friendly EveryPlate to premium Factor), HelloFresh captures a wide range of customer segments and price points, reducing reliance on a single offering.
- **Global Footprint**: Presence in 16+ geographies provides diversification and allows for the cross-pollination of best practices and technologies across markets.

## Strategic Focus
- **Accelerating Ready-to-Eat**: The company is aggressively growing its ready-to-eat segment (Factor, Youfoodz) and expanding it into new European markets, seeing it as a high-growth, higher-margin opportunity.
- **Sustainability & Efficiency**: Continuous focus on reducing food waste, optimizing packaging, and improving supply chain sustainability. The company highlights its role in reducing household food waste compared to traditional grocery shopping.
- **Technology & Personalization**: Investing in data science and machine learning to improve menu personalization, demand forecasting, and operational efficiency.
- **International Expansion**: Leveraging success in core markets (US, Germany, Australia) to expand into adjacent geographies and product categories.

## Why Work Here
- **Culture**: Described as a "global tech company" with a "local start-up vibe." The company emphasizes a data-driven, entrepreneurial, and ownership-oriented culture. Core values include Ownership, Inclusivity, and Innovation.
- **Diversity & Inclusion**: HelloFresh has over 10 employee resource groups (ERGs) and is committed to fostering a sense of belonging. The careers page states, "Everyone is welcome at our table."
- **Work Environment**: The company operates in 17 countries with multiple offices and distribution centers. Roles range from warehouse operations and logistics to software engineering, marketing, and data science.
- **Perks**: The company offers competitive pay and benefits, though specifics vary by location. The culture is described as collaborative, with a focus on "achieving something delicious, every day."
- **Growth Trajectory**: As a rapidly growing public company with a strong focus on innovation and expansion, employees have opportunities to work on high-impact projects and grow their careers across different brands and geographies.

## Sources
1. [hellofreshgroup.com](https://hellofreshgroup.com/en/)
2. [careers.hellofresh.com](https://careers.hellofresh.com/global/en/)
3. [hellofresh.com](https://www.hellofresh.com/about/working-at-hellofresh)
4. [careers.hellofresh.com/leadership](https://careers.hellofresh.com/global/en/leadership-at-hellofresh)
5. [careers.hellofresh.com/locations](https://careers.hellofresh.com/global/en/locations)

## Other roles at HelloFresh

- [Associate Director International Procurement](https://feeny.ai/job/associate-director-international-procurement-hellofresh-berlin-r6shx9crpymk) — Berlin, Germany
- [Senior AI Content Creator (x/f/m)](https://feeny.ai/job/senior-ai-content-creator-x-f-m-hellofresh-berlin-b394vrnhmyqb) — Berlin, Germany
- [People Specialist](https://feeny.ai/job/people-specialist-hellofresh-sydney-new-south-wales-64zjg0jfhp93) — Sydney New South Wales, Australia
- [Senior Planning Associate](https://feeny.ai/job/senior-planning-associate-hellofresh-aurora-il-ztrvtaef2f7c) — Aurora IL, United States
- [Senior UX Product Designer, Engagement](https://feeny.ai/job/senior-ux-product-designer-engagement-hellofresh-warszawa-masovian-voivodeship-xsyyjvanaafw) — Warszawa Masovian Voivodeship, Poland
- [Senior UX Product Designer, Engagement](https://feeny.ai/job/senior-ux-product-designer-engagement-hellofresh-toronto-v22231sm5e0m) — Toronto, Canada
- [Senior Logistics Analyst, Outbound](https://feeny.ai/job/senior-logistics-analyst-outbound-hellofresh-toronto-hcn2tdvtmr21) — Toronto, Canada
- [Production Associate](https://feeny.ai/job/production-associate-hellofresh-abbotsford-british-columbia-68zatpbatzcj) — Abbotsford British Columbia, Canada
- [Sourcing Strategy Manager, New Concepts](https://feeny.ai/job/sourcing-strategy-manager-new-concepts-hellofresh-boulder-colorado-h7xattbyhs2k) — Boulder Colorado, United States / New York NY, United States
- [Senior Product Manager, Intelligent Platforms](https://feeny.ai/job/senior-product-manager-intelligent-platforms-hellofresh-warszawa-masovian-gya2zd4z1xym) — Warszawa Masovian Voivodeship, Poland