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

External
hellofresh logoHellofresh · Berlin, Germany
Full-timeOn-site4w ago
Spark
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About the role

Meta is our core social channel, but the next leg of growth depends on what's around it. The 2026 ambition is clear: scale TikTok into our #2 social channel on incrementality-steered investment, and prove (or kill) Pinterest, Snap, and other emerging platforms on the same evidence bar. This role owns that diversification agenda end-to-end. You're the in-house expert on TikTok - its algorithm, Spark Ads, TikTok Creative Exchange, and the 2-3 day creative fatigue window that punishes slow teams. You also drive structured pilots on Pinterest and Snap: technical setup, account architecture, creative strategy tailored to each platform, and the incrementality tests that decide whether we scale or shut down. You don't run media for these channels in BAU mode - you build the playbook, prove the channel works, then hand a mature operation over to the broader team.

Responsibilities

  • Incrementality and effectiveness. Design and run the conversion lift / geo experiments that determine which channels stay, scale, or sunset. Calibrate MMM with each result.
  • Channel-by-channel measurement. Own the data foundation across emerging channels - overlap analysis with Meta, audience cannibalization, true incremental CAC. Build the case (or the kill memo) with evidence, not platform-reported numbers.
  • Future-channel scouting. Stay ahead on what's next - Reddit, ChatGPT/Copilot Ads, retail media, emerging short-video platforms. Maintain a prioritized backlog and a clear bar for what earns a pilot slot.
  • Handover and scaling. Once a channel is proven and operationalized, transition BAU execution to the broader paid social team with documented playbooks, while staying accountable for the next bet.

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. You've 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 - you can 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. You know why a TikTok hook is different from a Reels hook, and can brief and review against that.
  • Comfortable building from scratch - pixel setup, account architecture, partner relationships, internal stakeholder buy-in. This role has more zero-to-one work than steady-state.

Benefits

Modern and comfortable working space with great co-workers in Berlin-KreuzbergDiscount for HelloFresh boxes and Convini productsDevelopment possibilities along with internal trainings and a yearly Learning & Development budgetFlexible working hours including Work From Home/Work from Abroad/Sabbatical Policy, as well as a home office set up budgetExtensive Onboarding and Buddy ProgramSocial events including team events, Friday beers, company runs, book club, etc.Discounted fitness offers with our Urban Sports Club and John Reed partners and yoga classesWell-being initiatives in cooperation with Headspace and SpillChildcare and company pension scheme benefitMonthly transportation budget via NAVITFlexible schedule

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