We are looking for a dynamic individual to take on a key role in driving our creative strategy, campaign planning, and TikTok initiatives. This role will involve developing a streamlined creative briefing process, optimizing coordination between design and Paid Social teams, and implementing a robust creative testing strategy. The candidate will also lead campaign planning efforts, establishing standardized approaches for peak periods and refining target settings for upper and lower funnel budgets. Additionally, they will spearhead our TikTok strategy, managing the TikTok Creative Exchange Program, coordinating managed services, and ensuring optimal performance through testing and measurement. This is an opportunity to shape our creative and campaign strategies and work at the intersection of design, analytics, and marketing innovation. Below are the primary focus areas and topics this person will lead:
Creative Strategy
- End to end creative process for Paid Social: build a streamlined creative development process in collaboration with design and country teams, to ensure creative excellence throughout all steps from briefing to insights retrospective.
- Creative steering: develop a view across entities to enable PS assets steering (total assets live, by ad format, by production type, by creative concept, last refresh date etc).
- Coordination with Design: analyze and optimize workflows between the design teams and Paid Social, identifying and addressing any coordination gaps.
- Creative testing strategy: establish a robust creative testing strategy, ensuring continuous improvement and shared learning with Brand, Design and local teams.
- Analytics and reporting: define KPIs and tools to standardize creative performance tracking and insights generation.
- AI tools: align stakeholders on shared vision on how AI can improve our Paid Social designs, and establish a roadmap for testing / adoption for AI tooling (e.g., Darwin, Alison AI, VidMob).
- Catalog ads: refine and establish processes for Dynamic Product Ads (DPAs) within the Smartly platform, ensuring alignment with the design team.
- UGC and Influencers content strategy: develop and implement a UGC and Influencers production process, in collaboration with partners like Insense and other external agencies (e.g. Project Chimichurri), to drive performance with creative diversification.
- MBR/QBR routines: Implement MBR or QBR for creative performance, complete with documentation and decks, to review performance and track progress.
Campaign Planning
- Campaign PMO: establish a PMO blueprint for Paid Social channel’s campaigns (Meta, TikTok above all) - both peak (B2S, New Year) and recurring campaigns - across all streams and funnel stages.
- Target settings: be at the core of the target settings definition across the upper and lower funnel, optimizing based on reach, impressions, conversions, and other channels’ KPIs.
- Pacing: standardize pacing templates for peak campaigns, both for investment and for creative warmup, ensuring consistent and effective budget deployment.
TikTok strategy
- Own the definition of the TikTok strategy within the Paid Social International team, working closely with brand, design, campaign management teams as well as with our US based counterparts to reboot our efforts in TikTok advertising.
- Act as the main point of contact between HelloFresh and TikTok, nurturing relationships with both TT and other creative/media partners we’ll need to adopt and scale to grow our brands’ presence in this platform.
- TikTok Creative Exchange Program (TTCX): project manage the TTCX program, ensuring we are briefing in, receiving and spending on creatives, performance analysis, as well as coordinating with the PS and the design team.
- Managed Services: lead the coordination of Managed Services, ensuring we have a regular cadence / performance checks while improving performance of the channel
- Testing roadmap: Act as a POC and coordinate with the Testing project manager to ensure adequate incrementality testing as well as other optimization testing to find TikTok best practices.
- Campaign structure: work with the managed services / PS team to establish an account blueprint / campaign best practices.
- Measurement: ensure we have the right measurement and attribution tools implemented in order to measure TikTok’s performance, as well as coordinate with the Fospha team to implement MTA attribution for TikTok and allocate budgets accordingly.
What we offer
Join one of Europe's fastest-growing tech powerhouses in a dynamic phase of expansion.
- Immerse yourself in a diverse global community of 90+ nationalities.
- Enjoy a competitive compensation package that goes beyond the norm, with perks like a HelloFresh- subsidized Pension Scheme, Berlin relocation support, and a Hybrid working model.
- Elevate your lifestyle with exclusive discounts on your weekly HelloFresh box and office meals.
- Plus, we've got your well-being covered with mental health support, transportation perks, and working-parent-friendly benefits. From our 24/7 gym access, wellbeing platforms like Headspace and Spill, to sabbatical leave options, HelloFresh is not just a workplace; it's a lifestyle of perks and possibilities!
Are you up for the challenge?
Please submit your complete application below including your salary expectations and earliest starting date.
After submitting an application our team will review this and get back to you within 5 business days.
