Creative Director

Flo Health; Greater London; Hybrid; GBP 125,000 - 150,000; Full time

Benefits offered by this job

Competitive salary and annual reviews

Performance incentive scheme

Paid holiday, sick leave, and female健康

Job summary

Flo Health is seeking a Creative Leader to drive end-to-end creative strategy, from brand to performance, production and AI. You will head a 20-person team and shape a fast, data-driven production engine focused on growth and measurable impact.

The role blends brand storytelling with performance marketing, requiring an AI-first mindset and a track record of delivering creative that moves metrics while pushing the boundaries of innovation.

Qualifications

• Experience leading creative in customer-facing tech with performance marketing as growth engine.
• Ability to quantify creative value and impact on business metrics.
• Proven track record in brand strategy and AI-powered production.

Responsibilities

• Own creative strategy end-to-end across brand, performance, production and AI.
• Lead a 20-person creative team covering strategy, motion, design, UGC and ops.
• Build a faster, smarter production engine with measurable KPIs.

Skills

Creative leadership

Performance marketing

AI-first approach

Brand strategy

Data-driven decisions

Growth mindset

Tools

Generative AI tools

Job description

500M+ downloads. 80M+ monthly users. A decade of building – and we’re still accelerating. Flo is the world’s #1 health & fitness app worldwide on a mission to build a better future for female health. Backed by a $200M investment led by General Atlantic, we became the first product of our kind to reach a $1B valuation in 2024 – and we’re not slowing down. With 7M paid subscribers and the highest-rated experience in the App Store’s health category, we’ve spent 10 years earning trust at scale. Now, we’re building the next generation of digital health – AI-powered, privacy-first, clinically backed – to help our users know their body better.

The job

We’re looking for a Creative leader who can turn creativity into a growth engine. You’ll own creative strategy end to end - from brand and big ideas to performance, production and AI - and lead a 20-person creative team to deliver work that moves both culture and business metrics. You’ll unlock new audiences, build a faster and smarter production engine, and bring creative closer to the heart of growth decisions. If you believe creativity should be bold, measurable and built for impact - this role is for you.

What you will own

Creative strategy end to end: the brand platform and the thousands of assets that run against it, from CTV and upper-funnel video through paid social, search, web funnels, app store and lifecycle. Business outcomes. CPA, subscription rate and payback are partly creative variables. You carry them alongside acquisition, you sit where budget is set, and you present the creative case to the executive team and the board. Unlock new audiences. Build the repeatable route in: insight, territory, batch production, structured testing on ring-fenced budget, then scale. The production engine, around 20 people across creative strategy, motion, design, UGC and production ops. Faster cycles, sharper briefs, and a written rule for what gets hand-crafted, templated or generated. Cost per asset and cycle time are KPIs. AI in production. Generative tools are already live here and some of our strongest performers are AI-made. Push much further, and decide where human craft stays non-negotiable. The measurement system itself. Creative performance sits in disconnected per-platform dashboards today, so a single comparable view of every asset is an early priority.

Experience and skills

You have led creative in customer facing tech where performance marketing is the main growth engine, and you can hold your own on incrementality, pROAS and LTV/CAC. You can state what your creative was worth to your last business, and show the evidence. You are equally credible on brand, and can write a positioning that survives contact with a media plan. You are AI-first in practice, not in theory: shipped work, opinions on tooling, and the quality and disclosure calls made yourself. You are comfortable pushing the boundaries, failing at times and being innovative. You build teams people stay on, set the bar high and focus on coaching for strong outcomes.

#LI-Hybrid Annual Salary Range (ranges may vary based on skills and experience)£125,000—£150,000 GBP

How we work

We’re a mission-led, product-driven team. We move fast, stay focused and take ownership – from brief to build to impact. Debate is encouraged. Decisions are shared. We care about craft, ship with purpose, and always raise the bar. You’ll be working with people who take their work seriously, not themselves. It takes commitment, resilience, and the drive to keep going when things get tough. Because better health outcomes are worth it.

What you’ll get

• Competitive salary and annual reviews
• Opportunity to participate in Flo’s performance incentive scheme
• Paid holiday, sick leave, and female health leave
• Enhanced parental leave and pay for maternity, paternity, same-sex and adoptive parents
• Accelerated professional growth through world-changing work and learning support
• In-person collaboration and work in a hybrid model, with 3 days per week spent in the office
• 5-week fully paid sabbatical at 5-year Floversary Flo Premium for friends & family, plus more health, pension and wellbeing perks

Diversity, equity and inclusion

Our strength is in our differences. At Flo, hiring is based on merit, skill and what you bring to the role – nothing else. We’re proud to be an equal opportunity employer, and we welcome applicants from all backgrounds, communities and identities.

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