About this role
HelloFresh’s paid social engine is being rebuilt around one principle: creative is now the largest performance lever across every channel we run. This role leads that workflow globally. You own creative strategy across Meta, TikTok, YouTube, for HF entities and brands (HelloFresh, Factor, Green Chef, EveryPlate, YouFoodz), turning customer insights and performance data into the ideas that help people discover and choose our products.
This is a hands-on builder role. You set the global creative strategy and direction, and oversee your team’s execution against the plans: reviewing briefs, building the volume plan and global playbook, owning content localization, and building the content pipelines for new channels. You will also hire and lead the strategists who execute day to day. You don’t run paid media.
You bring a portfolio of performance creative that has won at scale, business sense to connect creative choices to customer behavior, and the ownership mindset to move fast and decide with imperfect information.
You will…
- Global creative strategy: Set the paid social creative strategy and testing roadmap across all markets and channels, ensuring creative drives both business results and brand consistency. Define the monthly balance of net new concepts to iterations, and hold each market to it.
- Emerging platforms: Set the creative strategy for emerging platforms and formats, and build the pipeline to produce for them.
- Volume planning: Own team volume planning across all creative sources globally, including the internal studio, influencer partners, and agencies. Set volume from channel budgets and goals, set weekly brief and concept targets, and track the approved backlog against them.
- Brief standards: Own the brief standard for static, video, UGC, and partnership ads. Every brief must be grounded in customer insight, a clear hypothesis, and measurable success criteria. Approve briefs for global and high-spend markets, and set the bar local teams must meet.
- Creative pipeline: Own the pipeline from concept to production partner, matching each brief to the right source. Hit volume and timing targets without losing creative diversity.
- Performance ownership: Own creative win rate and creative volume for paid social channels, and contribute to lowering CPAs.
- Localization: Own the global-to-local process for creative. Partner with local teams to adapt global concepts for each market while keeping them on brand and compliant with local claims.
- Performance-to-creative loop: Own the weekly read from ad-level data (CTR, hook rate, hold rate, CVR by cohort) into the next sprint’s briefs. Decide what to scale, iterate, and retire.
- Global playbook and reporting: Own global creative reporting across markets, and maintain a shared playbook so what works in one market scales to the others.
- Performance reviews: Lead a recurring creative performance review with Growth, Brand, and senior leadership covering wins, key learnings, strategic pivots, and new growth opportunities.
- Format and channel diversity: Drive the shift toward video-first, UGC-style, partnership, and creator-led ads, including Reels and Spark Ads, across Meta, TikTok, and YouTube.
- Quality bar: Push back on first drafts, defend hooks, and kill weak openers. You set the taste standard for the whole team and help improve the quality of creative.
- Team leadership: Hire, develop, and lead the creative strategists across markets. Set clear scope and standards, and give direct feedback on briefs and concepts.
- Partner management: Own relationships with creative agencies and influencer partners, including scope, quality, and cost.
- AI-supported workflows: Work with Ad Tech to embed AI and automation into briefing and production to build autonomous creative workflows that enhance the creative pipeline.
- Stakeholder management: Align Brand, Growth, Influencer, and regional leads on creative priorities.
You are…
- Someone with a strong creative instinct paired with deep data fluency: you read ad performance data yourself, find the patterns, and let evidence lead creative decisions.
- Able to defend a concept and know how to fix it when it doesn’t perform.
- Able to connect creative decisions to customer behavior, business performance, and long-term brand growth.
- Of a strong ownership mindset: you move quickly, make decisions with imperfect information, and keep iterating based on performance.
- Comfortable steering senior peers across Brand, Growth, and external partners without direct authority.
You have…
- A portfolio of performance creative that has won at scale on paid social, with the data and customer insight behind each win.
- 7+ years in paid social or performance creative strategy, including 3+ years leading creative strategy teams at a high-spend D2C, subscription, or performance-led brand. Multi-market experience is strongly preferred.
- Direct experience briefing and reviewing UGC, creator content, and short-form video at volume. Non-negotiable.
- Proven track record building and developing a team of strategists, and setting standards across markets.
- Experience planning volume across internal and external creative sources, and running global reporting.
- Hands-on experience working with editors, producers, and creators. Motion, Smartly, or similar creative analytics tools are a plus.
- Clear understanding of Meta’s Andromeda-era delivery and Advantage+ campaigns, and how creative diversity shapes briefing. Working knowledge of TikTok and YouTube formats.
- Experience managing agency and vendor relationships and budgets.
You’ll get…
- Competitive salary, 401k with company match that vests immediately upon participation
- Generous PTO, including sabbatical, and parental leave of up to 16 weeks
- Comprehensive health and wellness benefits with options at $0 monthly, effective first day of employment
- Tuition reimbursement for continuing education (upon 2 years of service)
- Up to 85% discount on subscriptions to HelloFresh meal plans (HelloFresh, Green Chef, Everyplate, and Factor_)
- Access to Employee Resource Groups that are open to all employees, including those pertaining to BIPOC, women, veterans, parents, and LGBTQ+
- Inclusive, collaborative, and dynamic work environment within a fast-paced, mission-driven company that is disrupting the traditional food supply chain
This job description is intended to provide a general overview of the responsibilities. However, the Company reserves the right to adjust, modify, or reassign work tasks and responsibilities as needed to meet changing business needs, operational requirements, or other factors.
New York Pay Range
$192,533—$253,890 USD