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Lead New Social Platforms & Growth Channels (x/f/m)

HelloFresh
Backend Developer • Lead • On-site • Full-time • 📍 Berlin
📄 View original listing (EN)

HelloFresh is looking for a lead to own its social channel diversification agenda end-to-end from Berlin-Kreuzberg. Meta is the core channel, but the 2026 ambition is to scale TikTok into the #2 social channel on incrementality-steered investment, and to prove (or kill) Pinterest, Snap and other emerging platforms on the same evidence bar. You will be the in-house TikTok expert, run structured pilots, design incrementality tests, then hand mature operations to the broader team.

Stack

Spark

Responsibilities

  • ▹Scale up TikTok as a native-first growth engine: own account architecture, bidding, audience strategy and the creative cadence the platform demands
  • ▹Partner directly with TikTok (joint steering committee, beta access, TTCX program, Managed Services) to unlock funding and capability gaps
  • ▹Define TikTok creative strategy with the Creative Strategist and Influencer team, scale Spark Ads and creator partnerships, and build the iteration cadence the 2-3 day creative fatigue window requires
  • ▹Run structured launch playbooks for Pinterest and Snap: signal infrastructure (CAPI, pixel, EMQ), account setup, platform-fit creative, market selection and clean incrementality tests before committing budget
  • ▹Design and run conversion lift/geo experiments to decide which channels stay, scale or sunset, and calibrate MMM with each result
  • ▹Own channel-by-channel measurement across emerging channels: overlap analysis with Meta, audience cannibalization and true incremental CAC
  • ▹Scout future channels (Reddit, ChatGPT/Copilot Ads, retail media, emerging short-video platforms) and maintain a prioritized backlog
  • ▹Hand over proven, operationalized channels to the broader paid social team with documented playbooks

Requirements

  • ▹5+ years in paid social or performance marketing, with deep hands-on TikTok Ads Manager fluency at a high-spend D2C, subscription or e-commerce business
  • ▹Personally scaled a TikTok account from low single-digit % of spend into a meaningful contributor
  • ▹Working knowledge of Pinterest Ads Manager and Snap Ads Manager, or a credible track record of taking a new platform from zero to scale fast
  • ▹Strong incrementality and experimentation muscle: able to design a CLS or geo test, defend the methodology and read the result without spinning it
  • ▹Sharp creative instinct for short-form video and platform-native content
  • ▹Comfortable building from scratch: pixel setup, account architecture, partner relationships and internal stakeholder buy-in

Soft skills

Analytical rigor and experimentation mindsetSharp creative instinctSelf-starter comfortable with zero-to-one workInternal stakeholder management

What we offer

  • ▹Modern, comfortable working space with great co-workers in Berlin-Kreuzberg
  • ▹Discount on HelloFresh boxes and Convini products
  • ▹Development opportunities with internal trainings and a yearly Learning & Development budget
  • ▹Flexible working hours including Work From Home/Work from Abroad/Sabbatical policy and a home office setup budget
  • ▹Extensive onboarding and buddy program
  • ▹Social events including team events, Friday beers, company runs and book club
  • ▹Discounted fitness offers with Urban Sports Club and John Reed partners plus yoga classes
  • ▹Well-being initiatives in cooperation with Headspace and Spill
  • ▹Childcare and company pension scheme benefit
  • ▹Monthly transportation budget via NAVIT

About the company

HelloFresh is a leading meal-kit foodtech company. This role is based in its Berlin-Kreuzberg office, driving the diversification of its paid social and growth channels.