---
title: 'Lead New Social Platforms & Growth Channels (x/f/m) at HelloFresh'
canonical: 'https://feeny.ai/job/lead-new-social-platforms-growth-channels-x-f-m-hellofresh-berlin-w94bs9mqrecq'
type: 'job'
last_seen: '2026-09-09'
---

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

- **Company:** HelloFresh
- **Location:** Berlin, Germany
- **Posted:** 2026-05-19
- **Last confirmed live:** 2026-09-09
- **Apply:** https://careers.hellofresh.com/global/en/job/7929851?gh_jid=7929851

## Job description

## 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 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.

## What you'll own

- TikTok scale-up. Set TikTok as a native-first growth engine. Own account architecture, bidding, audience strategy, and the creative cadence the platform demands. Partner with TikTok directly — joint steering committee, beta access, TTCX program, Managed Services — to unlock funding and capability gaps.
- TikTok creative strategy. The single biggest lever on TikTok is platform-native creative. Define the briefing approach with the Creative Strategist and Influencer team, scale Spark Ads and creator partnerships, and build the iteration cadence the 2–3 day fatigue window requires. Push the team away from "repurposed Reels" toward TikTok-first concepts.
- Pinterest and Snap pilots. Run structured launch playbooks for each: signal infrastructure (CAPI, pixel, EMQ), account setup, creative strategy fit-for-platform, market selection, and a clean incrementality test (CLS or geo) before we commit a real budget. Same rigor for Reddit if/when it earns its slot.
- 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.

## What we're looking for

- 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.

## What we offer

- Modern and comfortable working space with great co-workers in Berlin-Kreuzberg
- Discount for HelloFresh boxes and Convini products
- Development possibilities along with internal trainings and a yearly Learning & Development budget
- Flexible working hours including Work From Home/Work from Abroad/Sabbatical Policy, as well as a home office set up budget
- Extensive Onboarding and Buddy Program
- Social 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 classes
- Well-being initiatives in cooperation with Headspace and Spill
- Childcare and company pension scheme benefit
- Monthly transportation budget via NAVIT

## About HelloFresh

## Company Overview
- **One-liner**: HelloFresh is a global meal-kit and food solutions company that delivers pre-portioned ingredients and recipes directly to consumers, aiming to revolutionize the way people eat by making home cooking accessible, convenient, and sustainable.
- **Entity Type**: Public (Ticker: HFG on the Frankfurt Stock Exchange)
- **Headquarters**: Berlin, Germany
- **Founded**: 2011
- **Founders**: Dominik Richter, Thomas Griesel, Jessica Nilsson

## Core Business
- **Primary Industry**: Meal Kit Delivery / Integrated Food Solutions
- **Target Customers**: B2C – primarily busy households, couples, and individuals looking for convenient, high-quality meal options. Also serves the ready-to-eat and pet food markets.
- **Mission Statement**: "Democratizing access to high-quality food" by allowing everyone to enjoy a varied, tasty diet while helping consumers save money and reduce food waste.

## Products & Services
- **HelloFresh (Core Meal Kits)**: The flagship subscription service offering pre-portioned ingredients and step-by-step recipes for a wide variety of meals. Type: Subscription-based physical goods.
- **Factor_**: A ready-to-eat, chef-prepared meal delivery service (operates in the US, Canada, and Australia). Type: Subscription-based physical goods.
- **Youfoodz**: A ready-to-eat meal brand in Australia. Type: Subscription-based physical goods.
- **EveryPlate**: A budget-friendly meal kit brand in the US and Australia. Type: Subscription-based physical goods.
- **Chefs Plate**: A meal kit brand in Canada. Type: Subscription-based physical goods.
- **Green Chef**: An organic-focused meal kit brand in the US. Type: Subscription-based physical goods.
- **The Pet Food Brands**: Premium pet food delivery services (e.g., The Pets Table in the US). Type: Subscription-based physical goods.

## Market Standing
- **Valuation/Market Cap**: As a public company, market cap fluctuates. As of mid-2025, it is approximately €1.5-2.0 billion (based on public trading data).
- **Key Metric (Annual Revenue)**: €6.76 billion in net revenue in FY 2025.
- **Key Metric (Meals Delivered)**: ~850 million meals delivered in 2025.
- **Key Metric (Employees)**: +29,000 employees globally.
- **Notable Investors/Partners**: The company is publicly traded. Key institutional investors include major European and US asset managers. Strategic partnerships exist with various food suppliers and logistics providers.
- **Growth Signals**: The ready-to-eat segment (Factor, Youfoodz) is a major growth driver, now making up a quarter of total revenue. The company is expanding its ready-to-eat offerings into European markets, building on success in North America and Australia. The company operates in 17 countries with 8 different brands.

## Competitive Advantages
- **Scale & Data**: With over 18,000 recipes in its database and billions of meals delivered, HelloFresh has an immense dataset on consumer preferences, supply chain optimization, and recipe development, creating a significant moat in logistics and personalization.
- **Vertical Integration**: The direct-to-consumer model gives full control over the supply chain, from sourcing to delivery, enabling efficient operations, competitive pricing, and rapid response to customer needs.
- **Multi-Brand Strategy**: By operating a portfolio of brands (from budget-friendly EveryPlate to premium Factor), HelloFresh captures a wide range of customer segments and price points, reducing reliance on a single offering.
- **Global Footprint**: Presence in 16+ geographies provides diversification and allows for the cross-pollination of best practices and technologies across markets.

## Strategic Focus
- **Accelerating Ready-to-Eat**: The company is aggressively growing its ready-to-eat segment (Factor, Youfoodz) and expanding it into new European markets, seeing it as a high-growth, higher-margin opportunity.
- **Sustainability & Efficiency**: Continuous focus on reducing food waste, optimizing packaging, and improving supply chain sustainability. The company highlights its role in reducing household food waste compared to traditional grocery shopping.
- **Technology & Personalization**: Investing in data science and machine learning to improve menu personalization, demand forecasting, and operational efficiency.
- **International Expansion**: Leveraging success in core markets (US, Germany, Australia) to expand into adjacent geographies and product categories.

## Why Work Here
- **Culture**: Described as a "global tech company" with a "local start-up vibe." The company emphasizes a data-driven, entrepreneurial, and ownership-oriented culture. Core values include Ownership, Inclusivity, and Innovation.
- **Diversity & Inclusion**: HelloFresh has over 10 employee resource groups (ERGs) and is committed to fostering a sense of belonging. The careers page states, "Everyone is welcome at our table."
- **Work Environment**: The company operates in 17 countries with multiple offices and distribution centers. Roles range from warehouse operations and logistics to software engineering, marketing, and data science.
- **Perks**: The company offers competitive pay and benefits, though specifics vary by location. The culture is described as collaborative, with a focus on "achieving something delicious, every day."
- **Growth Trajectory**: As a rapidly growing public company with a strong focus on innovation and expansion, employees have opportunities to work on high-impact projects and grow their careers across different brands and geographies.

## Sources
1. [hellofreshgroup.com](https://hellofreshgroup.com/en/)
2. [careers.hellofresh.com](https://careers.hellofresh.com/global/en/)
3. [hellofresh.com](https://www.hellofresh.com/about/working-at-hellofresh)
4. [careers.hellofresh.com/leadership](https://careers.hellofresh.com/global/en/leadership-at-hellofresh)
5. [careers.hellofresh.com/locations](https://careers.hellofresh.com/global/en/locations)

## Other roles at HelloFresh

- [FSQA Technician](https://feeny.ai/job/fsqa-technician-hellofresh-abbotsford-british-columbia-ej130bed6nj7) — Abbotsford British Columbia, Canada
- [Asset Protection Specialist](https://feeny.ai/job/asset-protection-specialist-hellofresh-newark-nj-kes2b8fttv7g) — Newark NJ, United States
- [Warehouse Lead](https://feeny.ai/job/warehouse-lead-hellofresh-aurora-il-3n4zav90se1d) — Aurora IL, United States
- [Quality Lead](https://feeny.ai/job/quality-lead-hellofresh-aurora-il-65wdz4d201ds) — Aurora IL, United States
- [Kitchen Lead](https://feeny.ai/job/kitchen-lead-hellofresh-aurora-il-ethz7y34170m) — Aurora IL, United States
- [IT Manager, Customer Care](https://feeny.ai/job/it-manager-customer-care-hellofresh-manila-y5p1j01djehq) — Manila, Philippines
- [Senior Director, Health & Safety Operations Europe](https://feeny.ai/job/senior-director-health-safety-operations-europe-hellofresh-amsterdam-north-e4qw8djnhz08) — Amsterdam North Holland, Netherlands / Berlin, Germany / United Kingdom / Warszawa Masovian Voivodeship, Poland
- [Kitchen Area Manager (All genders)](https://feeny.ai/job/kitchen-area-manager-all-genders-hellofresh-verden-niedersachsen-zxggmf20m05p) — Verden Niedersachsen, Germany
- [Supply Chain Planner (f/m/x)](https://feeny.ai/job/supply-chain-planner-f-m-x-hellofresh-paris-7dc05aybd7m0) — Paris, France
- [Cash Accounting Allocation Specialist](https://feeny.ai/job/cash-accounting-allocation-specialist-hellofresh-manila-0gcz383fdpng) — Manila, Philippines