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