Manila, National Capital Region, Philippines, January 2026 – Freya Ellen Steffen has been appointed as Chief People Officer at HelloConnect, a strategic people leadership role within the HelloFresh family. In her new capacity, she leads the People & Culture function for a workforce of approximately 1,500 employees across multiple locations in Manila and Palawan, driving people strategy, organizational scaling, and high-performance culture as HelloConnect advances toward its long-term growth roadmap.
Before assuming her current role, Freya Ellen Steffen served for over a decade within HelloFresh, most recently as Senior Director, Global People Transformation, where she led global people transformation initiatives across the company’s international footprint. In this role, she partnered closely with senior leadership to build scalable people operating models, modernize global HR platforms, and embed culture-led transformation programs across markets.
Earlier, she held the role of Senior Director, International Employee Experience at HelloFresh, where she built and led global Employee Experience functions encompassing internal communications, employer branding, benefits, learning and talent development, DEI, employee relations, and strategic people projects across global headquarters and international clusters.
Her leadership foundation within HelloFresh was further strengthened during her tenure as Head of People & Culture for Australia and New Zealand, where she led end-to-end people operations, talent acquisition, learning and development, performance management, engagement, and employee relations across the ANZ region, supporting rapid organizational scaling.
Earlier in her career, she held global talent acquisition and people operations leadership roles at HelloFresh and academic roles as a Lecturer in Work & Organizational Psychology at FOM Hochschule. She began her professional journey with Siemens, where she built deep expertise across global talent acquisition, learning and development, and international project management assignments spanning Europe, the Middle East, and North Africa.
HelloConnect is a specialized subsidiary of HelloFresh, created to enhance and optimize customer care operations using proven, data-driven service models refined within HelloFresh’s global operations. Based in Manila, Philippines, HelloConnect delivers scalable customer care solutions to high-growth organizations, offering service excellence, cost efficiency, and operational improvement through technology-enabled, insight-led delivery models.
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