Francesco Virotta
Engineering Manager @HelloFresh
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WORK HISTORY
Engineering Manager @HelloFresh
Berlin, DE
Leading the Send Decisioning squad, a specialized team of data scientists, data engineers, and marketing automation experts. Our mission is to transform HelloFresh\'s customer relationship management by building an intelligent, AI-powered marketing decisioning engine- I am spearheading the technical strategy and integration of a new AI decisioning platform to automate and hyper-personalize customer communications across all channels- My team is responsible for driving the transition from manual, rule-based campaign execution to an intelligent ecosystem powered by reinforcement learning, aiming to find the perfect message for each customer at the perfect moment- I lead a cross-functional team of data scientists, data engineers and marketing automation experts, guiding the end-to-end development of our platform, from our Databricks powered data lake to defining and monitoring platform SLOs- I partner closely with product leaders, marketers, and other stakeholders to empower them to shift from tactical execution to strategic orchestration, with the goal of maximizing customer value (CVA)- I am responsible for the execution of our strategic roadmap, starting with foundational proofs of concept to validate our approach and scale it globally.
EDUCATION
Università degli Studi di Milano-Bicocca
Master of Science (M.Sc.), Physics
Humboldt-Universität zu Berlin
Doctor of Philosophy (Ph.D.), Physics
SKILLS
ABOUT FRANCESCO VIROTTA
With over a decade of experience in software engineering leadership, I specialize in building and scaling high-performing teams and the business-critical systems they create. Today, I am channeling that expertise into the dynamic world of MarTech, leading the charge on AI-driven personalization at HelloFresh.During my 11-year tenure at Delivery Hero, I played a pivotal role in developing e-commerce backend APIs for search, discovery, and recommendations. I am proud of having fostered a culture of reliability and accountability that delivered backend systems capable of scaling to billions of monthly server hits across 20+ countries, even during periods of hyper-growth.In my current role as an Engineering Manager at HelloFresh, I lead the \"Send Decisioning\" squad, a cross-functional team of talented data scientists, engineers, and automation experts. Our mission is to build HelloFresh\'s \"Intelligent Orchestrator\": an AI-powered ecosystem designed to deliver hyper-personalized communications to millions of customers. By leveraging reinforcement learning and our Databricks-powered data lake, we are transforming marketing from manual, rule-based processes to an intelligent, automated system that creates truly delightful customer experiences.I am passionate about solving complex challenges at the intersection of data, engineering, and business strategy. My ultimate goal is to build great teams that create exceptional technology, drive growth, and deliver tangible value to the customer.
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