Responsibilities

• Concept development and briefing
• Translate the brand foundation, persona blueprint, and cohort-level performance data into briefs for TikTok-first video, UGC, Spark Ads, and creator partnerships.
• Push the team away from "repurposed Reels" toward native TikTok concepts.
• Develop distinct concepts monthly for local markets with a structured cadence of net new ideation vs iterations.
• Creative pipeline orchestration
• Own the brief from concept to source: determining the right direction and matching it to the right production partner (internal studio, influencer, agency partners, TikTok Creative Exchange) based on the needs of the account.
• Work closely with creative operations to ensure briefs are executed on time and volume targets are met without sacrificing creative diversity or fatigue-window speed.
• Hands-on collaboration with editors and producers
• Be integrated in the creative process and come with a strong point of view on assets: push back on first drafts, defend hooks, kill weak openers, and own the final execution of an asset.
• You know what a winning TikTok hook looks like and why it's different from a Reels hook — before it goes live, and can articulate why.

Requirements

• 5+ years in paid social creative strategy at a high-spend D2C, subscription, or performance-led brand.
• Direct experience briefing and reviewing UGC, creator content, and short-form video is non-negotiable.
• Deep hands-on TikTok creative fluency — you understand Spark Ads, TikTok Creative Exchange, and the creative fatigue window that makes speed non-negotiable.
• Working knowledge of Pinterest and Snap creative formats is a plus.
• Strong creative instinct paired with comfort reading performance data — you can defend a concept and kill it when the numbers say so.
• Track record of working hands-on with editors, producers, and creators — not just managing decks.
• Familiarity with Motion, Smartly, or similar creative analytics is a plus.
• Sharp understanding of how TikTok's algorithm rewards native creative and creative diversity, and how that translates into briefing strategy.
• Comfortable steering peers across Brand, Influencer, and external partners without direct authority.

Nice to Have

• Working knowledge of Pinterest and Snap creative formats is a plus.
• Familiarity with Motion, Smartly, or similar creative analytics is a plus.

Benefits

• Competitive Salary & 401k company match that vests immediately upon participation
• Generous parental leave of 16 weeks & PTO policy
• $0 monthly premium and other flexible health plans
• 85% discount on your subscription to HelloFresh (as well as other product initiatives)
• Employee Resource Groups
• Collaborative, dynamic work environment within a fast-paced, mission-driven company