Creative Strategist, Social Growth Platforms

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 w