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…