We're rebuilding HelloFresh's paid social engine around the reality that creative is the single largest performance lever on TikTok.
TikTok's algorithm rewards platform-native concepts and the brands winning today treat the brief, the editor, and the ad account as one continuous workflow.
This role owns the upstream half of that workflow: turning brand strategy, performance data, and channel diversity needs into a steady, distinctive pipeline of concepts for TikTok and emerging platforms like Pinterest and Snap. You don't run media - you make sure the media team always has the most testable, on-brand, platform-native ideas in the queue and that what works keeps getting iterated on.
What you'll own...
Concept development and briefing
- Translate the brand foundation, persona blueprint, and cohort-level performance data into briefs for TikTok-first video, UGC, Spark Ads, and creator partnerships.
- Push the team away from "repurposed Reels" toward native TikTok concepts.
- Develop distinct concepts monthly for local markets with a structured cadence of net new ideation vs iterations.
Creative pipeline orchestration
- Own the brief from concept to source: determining the right direction and matching it to the right production partner (internal studio, influencer, agency partners, TikTok Creative Exchange) based on the needs of the account.
- Work closely with creative operations to ensure briefs are executed on time and volume targets are met without sacrificing creative diversity or fatigue-window speed.
Hands-on collaboration with editors and producers
- Be integrated in the creative process and come with a strong point of view on assets: push back on first drafts, defend hooks, kill weak openers, and own the final execution of an asset.
- You know what a winning TikTok hook looks like and why it's different from a Reels hook — before it goes live, and can articulate why.
Performance-to-brief feedback loop
- Mine ad-level data (CTR, hook rate, hold rate, CVR by cohort) to identify what's working and what to retire.
- Close the loop weekly so the next sprint's briefs are grounded in evidence, not opinion.
Format and source diversification
- Drive the shift toward video-first, UGC-style, and Spark Ads with creator-led content on TikTok.
- Build platform-fit creative strategy for Pinterest and Snap pilots as they scale, adapting concepts to each platform rather than porting Meta assets over.
Future-channel creative scouting
- Stay ahead on what's next - Reddit, emerging short-video platforms — and maintain a point of view on what creative approach earns a pilot slot.
Brand coherence at speed
- Keep creatives on-strategy across multiple markets while preserving the velocity TikTok and new platforms demand.
What we're looking for...
- 5+ years in paid social creative strategy at a high-spend D2C, subscription, or performance-led brand.
- Direct experience briefing and reviewing UGC, creator content, and short-form video is non-negotiable.
- Deep hands-on TikTok creative fluency — you understand Spark Ads, TikTok Creative Exchange, and the creative fatigue window that makes speed non-negotiable.
- Working knowledge of Pinterest and Snap creative formats is a plus.
- Strong creative instinct paired with comfort reading performance data — you can defend a concept and kill it when the numbers say so.
- Track record of working hands-on with editors, producers, and creators — not just managing decks.
- Familiarity with Motion, Smartly, or similar creative analytics is a plus.
- Sharp understanding of how TikTok's algorithm rewards native creative and creative diversity, and how that translates into briefing strategy.
- Comfortable steering peers across Brand, Influencer, and external partners without direct authority.
You’ll get…
- Competitive Salary & 401k company match that vests immediately upon participation
- Generous parental leave of 16 weeks & PTO policy
- $0 monthly premium and other flexible health plans
- 85% discount on your subscription to HelloFresh (as well as other product initiatives)
- Employee Resource Groups
- Collaborative, dynamic work environment within a fast-paced, mission-driven company
This is intended to provide a general overview of the responsibilities. However, the Company reserves the right to adjust, modify, or reassign work tasks and responsibilities as needed to meet changing business needs, operational requirements, or other factors.