Senior) Director UX, Operations

About the role

Hello Fresh is reorganising UX to work AI-native — practitioners either go deep as platform and skills experts, or broad as generalists who move fluidly across product, design and engineering to drive experience quality and innovation. This role leads UX for our Operations organisation: the part of the business that bridges technology with physical fulfilment, procurement, quality assurance and supply chain, across every market and brand we operate in.

You’ll take over from a Director who spent two years shifting this function from reactive delivery to a high-leverage, AI-native strategic partner — including building an internal design platform, integrated with AI tooling, that other parts of the business have since adopted. You inherit that trajectory, not a finished product: some of our highest-stakes bets for 2026, including how we plan menus algorithmically at scale and how we run the internal tools that power supply-chain decision‑making, are still being actively designed, not maintained.

This is a Berlin-based, in-person leadership role. Operations is one of several major, Berlin‑anchored parts of our technology organization, and regular physical presence — with peers, with your team, and in the room for cross‑functional decisions — is a deliberate requirement of how we want this function led going forward.

• UX strategy and quality across four core areas of Operations: menu planning and food systems (algorithmic menu planning, ranking, demand forecasting, assortment), fulfillment (production, order management, inventory, logistics, manufacturing, supplier reliability), an internal operations‑research platform that runs dozens of optimization models across the supply chain, and the technology backbone that keeps our warehouses and production sites running.
• Continued build‑out of an AI‑native design practice: extending our design system directly into AI‑assisted workflows, and using that as proof that UX can lead — not just support — the company's AI‑first agenda.
• Service design for the internal‑facing tools that operators, planners and analysts depend on every day — often the least glamorous and highest‑impact surface area in the company.
• Talent leadership for a distributed team spanning multiple geographies: hiring, career development, and consistent design‑quality standards.
• A seat at the Operations leadership table, partnering directly with the senior Product and Engineering leaders for the organization, and representing UX's interests in company‑wide strategy.

• 10+ years in UX/product design, including several years leading design for complex, operational, or B2B/enterprise‑grade systems — supply chain, logistics, marketplace operations, or similar domains are a strong plus.
• A track record of shifting a design function from reactive delivery to strategic, AI-native practice — not just familiarity with AI tools, but experience redesigning how a team works because of them.
• Experience building or scaling design systems/platforms that other teams adopt, and comfort operating at the intersection of design, product and engineering.
• Strong stakeholder management — this role sits at the table with senior product, engineering and exec leadership and needs to hold its own there.
• Comfort with ambiguity and unglamorous domains: this is service design for internal operators and planners, not consumer‑facing polish, and the highest‑value problems here are rarely the most visible ones.

Based in our Berlin office, with an expectation of regular in-person presence — this is one of the small number of senior UX roles at Hello Fresh where onsite leadership is a deliberate requirement rather than a preference.

Reports to Hello Fresh's VP of UX, who also leads UX for two other major parts of the business and reports into senior Product leadership. UX holds a more central, cross‑functional reporting line than is typical for Product or Engineering here, reflecting the company's investment in design and experience quality as a differentiator — with visible sponsorship at the executive level.

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