The posting
The role
As Head of Video, Berlin, you will shape how HelloFresh makes video for our international markets: the paid social engine, organic social, and our long-form YouTube content. Building and managing the team and systems behind all of it. You will lead the Berlin video team, including our international XPod, our fast and experimental content engine. Paid social is our biggest growth lever and the largest part of this role, but we do not want to lose the rest. Organic, long-form and brand storytelling all matter, and a strong Head of Video makes them work together. Whilst the scope is on our International market, we actively seek greater global collaboration.
HelloFresh is at a pivotal moment of transformation. We are moving towards a modular, global content system, bringing AI-assisted workflows into how we plan, shoot and edit, and balancing centralised brand standards with local market needs. Berlin makes content for up to 14 markets that each need localisation, translation and cultural care, with local market teams who have a say on what ships. Our international XPod is a younger team than its New York counterpart, and part of your job is to bring it to the same standard, cadence and strategy.
You will need to be as comfortable discussing channel metrics, spend and creative testing as you are discussing a script or a shot. You will partner closely with the Growth, Creative Strategy and Brand teams, with the XPod Director in North America, and with our Photo, AI, Culinary and Studio Operations teams, and you will have a real voice in how video works across the whole group.
What you’ll do
Studio Leadership & People
A strong video team is how we keep creative capability and institutional knowledge through a period of rapid change. You will lead, develop and inspire the Berlin video team, across XPod, organic social and long-form.
- Set clear performance expectations, agree individual growth plans, and keep a healthy performance culture through regular 1:1s and honest, timely feedback.
- Build and develop a team that spans producers, editors, creative strategists and post-production, and create career paths that keep talent with us.
- Hire well, onboard well and keep the standard high as the team grows, including moving roles from freelance to full-time where it makes sense.
- Create an open, supportive team culture where concerns are raised early and good ideas can come from anyone.
Paid Social & Performance
Paid social is where we see the strongest return for the business. You will make international XPod a fast, reactive and experimental performance engine.
- Deliver paid social content that performs, to brief, prioritised with the Growth and channel teams.
- Run a clear test-and-learn rhythm across hooks, formats, creators and channels, and use performance data, including spend and cost per result, to decide what to make next.
- Attend regular Growth meetings to align on performance, localisation, trends and channel spend, and turn what you learn into briefs and shoot plans quickly.
- Build a lean creative strategy function inside the team that works hand in hand with Growth and Brand.
- Bring Berlin XPod up to the cadence, tooling and strategy of our most mature XPod team, and share one way of working.
Organic & Long-Form YouTube
We want to keep investing in organic and long-form content alongside paid. Both build the brand and feed the paid engine.
- Own the organic social video plan and grow it with the right talent, cadence and measures.
- Lead our long-form YouTube content, currently focused on the UK, and develop it into a global proposition where the audience and the budget support it.
- Make sure every long-form and organic shoot creates cut-downs, hooks and pickup shots that can serve paid, search and YouTube campaigns.
- Keep the quality and storytelling of our brand video high, from short-form to long-form.
Localisation & Modular Content
Berlin serves up to 14 markets, and doing that well is a core part of the role.
- Build a modular approach: core shoots and footage libraries that adapt, with hooks and local elements changing by market.
- Run localisation, translation and market adaptation as a managed, efficient process, with clear rules on what is shared and what is local.
- Work with local market teams, who provide input on stories, formats and talent, to agree what is global and what is local without slowing delivery.
- Establish batching and version control so one shoot creates many outputs, with clear naming, tagging and delivery.
Production, Post-Production & Workflow
Good systems give creative people the room to do their best work.
- Own the video workflow from brief through to casting, shooting, edit, localisation and final delivery.
- Improve briefing standards, post-shoot reviews and production processes, so that learning builds up over time.
- Work with Studio Operations, who own capacity planning, to schedule demand across brands and markets.
- Make sure tools for tagging, metadata and asset management are used properly by every team that should be using them.
- Create or expand our workflows for Influencer and Partnership content.
AI & Innovation
AI is changing how we plan, shoot, edit and version video. You will use it to amplify the team, not to replace its judgement.
- Work with our AI team to decide where AI is the right tool: for versioning, editing and variants, and for what a shoot could not do practically.
- Bring real shoots and AI-assisted work together in one workflow, with clear roles and honest communication about changes.
- Test new formats, techniques and equipment, and show the results to creative and brand teams to widen what we can try.
Delivery, Budget & Vendors
- Own the video budget: forecast monthly and quarterly, allocate prudently and re-forecast as things change.
- Manage vendors, agencies and freelancers, and brief them so that their output is useful across channels and markets, including paid.
- Be accountable for on-time delivery and quality, and escalate delivery risks early with a recommendation.
Cross-Functional Partnership
- Partner closely with Growth, Creative Strategy, Brand, Studio Operations, Photo, AI and Culinary teams.
- Work with the XPod Director in North America to align standards, learning and ways of working.
- Be an ambassador for video across the company, building trusted relationships up to VP level.
What you’ll bring
You are a senior video leader who combines real production craft with a deep understanding of paid social, and who loves content being made. You are as comfortable in a conversation about hooks, spend and cost per result as you are on set or in an edit.
- Significant experience leading an in-house video or social content team in a high-volume, multi-brand environment.
- Deep paid social knowledge: how creative performs on Meta, TikTok and YouTube, how spend and cost per result shape decisions, and how to run creative testing that changes what you make next.
- A strong track record in organic social and long-form video, with a clear view of how they support paid and brand.
- Proven experience managing multi-market content, including localisation, translation and working with local market teams.
- Hands-on production and post-production knowledge, including how lighting, camera and edit decisions affect speed and quality, and a willingness to be on set.
- Experience with AI-assisted workflows and a balanced view of where they help and where real production is better.
- A record of developing people, building teams and managing change, with a decisive, calm and empathetic leadership style.
- Credibility with senior stakeholders, including at VP level, across creative and commercial functions, and the confidence to say no with reasons.
- A collaborative, respectful and proactive approach in an international team. Fluent English is required, and German is a plus.
What we offer
Elevate your lifestyle! Join one of Europe's fastest-growing tech powerhouses in a dynamic phase of expansion.
- Immerse yourself in a diverse global community of 90+ nationalities.
- Enjoy a competitive compensation package that goes beyond the norm, with perks like a HelloFresh- subsidized Pension Scheme, Berlin relocation support, and a Hybrid working model.
- Elevate your lifestyle with exclusive discounts on your weekly HelloFresh box and office meals.
- Invest in your growth with an annual learning & development budget, German language learning budget, and access to the HelloFresh Academy.
- Plus, we've got your well-being covered with mental health support, transportation perks, and working-parent-friendly benefits. From our 24/7 gym access,wellbeing platforms like Headspace and Spill, to sabbatical leave options, HelloFresh is not just a workplace; it's a lifestyle of perks and possibilities!
Are you up for the challenge?
Please submit your complete application below including your salary expectations and earliest starting date.
After submitting an application our team will review this and get back to you within 5 business days.
