HelloFresh is the world’s leading meal kit company, delivering convenient, chef-curated recipes and fresh ingredients directly to consumers’ homes through a portfolio of brands including HelloFresh, Green Chef, and EveryPlate.

I developed and led the brand partnerships program across all portfolio brands, generating more than $1 million in customer value and over $500,000 in supplemental net revenue through strategic third-party partnerships.

The program was designed to create mutually beneficial collaborations between HelloFresh and leading consumer brands, enhancing the customer experience while unlocking new revenue opportunities. I structured and executed integrated partnership campaigns with major CPG companies, including Kraft Heinz, General Mills, Mars, Keurig Dr Pepper, Coca-Cola, and a variety of emerging better-for-you brands.

The program consisted of two primary partnership models: branded ingredient features and Gift of the Week sampling campaigns. Branded ingredient features enabled suppliers across protein, dairy, and grocery categories to integrate their products directly into HelloFresh recipes, while Gift of the Week campaigns allowed partner brands to distribute product samples directly to subscribers, creating meaningful product trial opportunities and adding an element of surprise and delight to the customer experience.

My responsibilities included partnership strategy, business development, contract negotiation, campaign execution, and cross-functional leadership. I collaborated closely with marketing, creative, operations, supply chain, analytics, and culinary teams to successfully bring complex partnership programs to market.

The result was a scalable partnerships platform that strengthened relationships with some of the world’s largest consumer brands, generated meaningful incremental revenue, and delivered added value to millions of HelloFresh customers across the portfolio.