Principal Product Manager - Paid Social

About the role

HelloFresh is the world's leading meal-kit company, serving millions of subscribers across 18 markets through precision growth marketing. Our paid social engine spanning Meta, TikTok, YouTube, Pinterest, Snapchat, and emerging channels is one of our most important competitive levers, and we're investing in the next generation of in-house technology to power it: proprietary creative intelligence, influencer activation infrastructure, cross-channel measurement systems, and ML-driven optimization models.

We're hiring a Principal Product Manager who has built the products that power scaled social advertising and not just run campaigns on them, and wants to apply that depth to a global, data-rich consumer business. You’ll build the systems that decide how campaigns are run. This role is responsible for defining and building the next-generation Paid Social platform at HelloFresh, spanning:

• Creative intelligence
• Signal strategy
• Measurement + incrementality
• Budget allocation and execution automation

What you’ll do

End-to-End System Ownership

• You'll own a closed-loop growth system, not isolated features of both the platform itself and the team practices that surround it.

Creative Intelligence

• Systems that predict, score, and generate high-performing creative
• DCO infrastructure across Meta, TikTok, and YouTube
• Feedback loops from performance back into production

Signal & Optimization Layer

• Define and evolve platform signals (CAPI, Events APIs, modeled conversions)
• Shift optimization toward downstream value
• Ensure signal quality, density, and platform alignment

Budget & Execution Engine

• Move from manual planning to model-driven budget allocation
• Build systems that dynamically allocate spend across campaigns, channels, and geos
• Integrate with platform bidding systems (Advantage+, Smart+, and equivalents)

Measurement & Decisioning

• Own incrementality, MMM, and causal measurement frameworks
• Translate model outputs into actionable decisions
• Build the loop that connects spend → signal → model → decision → outcome

Lead Through Influence

• Partner closely with VP Marketing, Data Science, and Engineering
• Resolve platform vs. internal optimization tradeoffs
• Drive alignment on what we optimize for, and why

Raise the Product Bar

• Set the standard for product thinking, decision frameworks, and experimentation rigor
• Move the organization from insight consumption to automated decisioning

Role Scope: this is a product role, not a marketing one. It sits at the intersection of Ad-Tech, ML, and growth systems where your decisions directly shape how hundreds of millions in paid social spend get allocated.

What you’ll bring

• 10+ years in product management, with 5+ years building products within or deeply integrated with paid social advertising platforms at a technology company, ad-tech firm, social platform, or large-scale DTC brand

• Hands-on depth across multiple paid social platforms and their APIs: Meta (Marketing API, CAPI, Advantage+, Creator Marketplace), TikTok (Ads API, Events API, Creator Marketplace), YouTube (Ads API, Brand Connect), and at least one of Pinterest, Snapchat, or LinkedIn

• Track record of building creative intelligence products, creative scoring, DCO, or multivariate testing infrastructure that demonstrably improved performance at scale

• Deep measurement expertise: you've personally designed and shipped MMM, MTA, or incrementality frameworks, not just consumed their outputs

• Experience in influencer or creator product development: discovery tooling, workflow automation, or performance attribution for creator-driven paid and organic content

• Strong technical fluency: you lead cross-functional squads with engineers, data scientists, and analysts as peer collaborators you can write a technical spec, review a model card, and challenge architectural decisions

• Demonstrated principal behavior: you set direction across teams, resolve ambiguity without escalation, drive alignment at senior levels, and communicate at publication quality

What we offer

• Competitive salary, 401k with company match that vests immediately upon participation, and company equity plan based on role
• Generous PTO, including sabbatical, and parental leave of up to 16 weeks
• Comprehensive health and wellness benefits with options at $0 monthly, effective first day of employment
• Tuition reimbursement for continuing education
• Up to 85% discount on subscriptions to HelloFresh meal plans (HelloFresh, Green Chef, Every plate, and Factor_)
• Access to 7 different Employee Resource Groups (ERGs) including those for BIPOC, women, veterans, parents, and LGBTQ+
• Inclusive, collaborative, and dynamic work environment within a fast-paced, mission-driven company that is disrupting the traditional food supply chain

This job description is intended to provide a general overview of the responsibilities.