Head of Video (all genders)

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, incl