Visual Design Lead - 12 Months Maternity Cover

Femtech Insider Ltd.; City Of London; Hybrid; GBP 67,000 - 76,000; Full time

Job summary

A leading health tech company in London seeks a Visual Design Lead to shape its visual design direction. You will oversee a talented team, drive impactful visuals, and foster collaboration across functions. The ideal candidate has strong leadership experience, a rich design portfolio, and proficiency in AI tools. Competitive salary and flexible working options provided.

Benefits

Competitive salary and annual reviews

Paid holiday and sick leave

Flexible office + home working

5-week fully paid sabbatical at 5-years

Enhanced parental leave and pay

Qualifications

• Proven experience in a visual design leadership role.
• A strong portfolio showcasing emotional, engaging visual work.
• Track record of delivering high-impact visuals at scale.
• Strategic thinking connecting brand, user needs, and product objectives.
• Collaborative mindset for cross-functional projects.
• Strong organisational and communication skills.
• Comfortable using visual performance metrics for refinement.
• Proficiency in AI tools for creating engaging assets.

Responsibilities

• Leading a talented team of visual designers.
• Driving concept development and delivery for visuals.
• Championing design performance using data for iteration.
• Collaborating with various teams to create visual solutions.
• Rolling up sleeves as needed in a player-coach role.

Job description

The job

We're looking for a Visual Design Lead to shape the creative direction of visual design at Flo and guide two high-performing teams within our User-Centric stream.

This role is perfect for someone who can elevate visual storytelling at scale — combining design excellence with strategic thinking, AI fluency, and strong cross-functional collaboration.

You’ll be responsible for the visual evolution of key audience segments and product areas, acting as both a hands-on designer and a creative mentor.

You’ll build a culture of experimentation and excellence while connecting design outcomes to real business impact.

Your Experience

Must have:

• Proven experience in a visual design leadership role — you’ve led, motivated, and retained top talent in fast-paced environments.
• A strong portfolio showcasing emotional, engaging visual work across user journeys — ideally within a product or app environment.
• Track record of delivering high-impact visuals at scale, with speed and precision — while navigating editorial, legal, and medical reviews.
• Strategic thinking: you connect the dots between brand, user needs, and product objectives.
• A collaborative mindset and the ability to lead complex, cross-functional projects with empathy and structure.
• Strong organisational and communication skills — you can facilitate, present, and pitch to stakeholders at every level.
• Comfortable using visual performance metrics to refine and optimise work.
• Proficiency in AI tools and how to prompt effectively — you know how to create engaging, on-brand assets fast.
• A growth mindset: you’re open to feedback, actively close your knowledge gaps, and help others do the same.
• Ability to lead through ambiguity with calm, focus, and forward momentum.
• Deep understanding of how app-based visual design differs from other mediums like web or print.
• Tooling: Figma, Miro, Jira.

Nice to have

• Experience in a product-led company or consumer app environment.
• Experience working with health-related content.
• Familiarity with Agile environments.
• Tools: Looker, Contentful.

What you'll be doing

You'll be responsible for:

• Leading a talented team of visual designers - in-house and freelance -, setting clear direction, and ensuring high-quality output across all visual touchpoints.
• Driving concept development, delivery, and performance for visuals across our high-profile and revenue-driving audience segments.
• Championing design performance — using data to inform iteration and connect visuals to engagement and retention metrics.
• Collaborating closely with Product Managers, Content Editors, UX Research, Medical, Legal and Design to bring user-centric, emotionally resonant visual solutions to life.
• Rolling up your sleeves when needed — this is a player-coach role.
• Leading ideation sessions, critiques, workshops, and team rituals to foster creative thinking and cross-functional alignment.
• Raising the team’s AI proficiency — testing and leveraging a variety of AI tools to enhance and scale creative output.
• Acting as a strategic voice in the wider design organisation — helping shape visual principles, rituals, and design systems.
• Owning the implementation of Flo’s visual strategy at an audience segment level — aligning every design decision to Flo’s broader product and brand vision.

Salary Range - London - gross per year (ranges may vary based on skills and experience)

£67,000 — £76,000 GBP

Salary Range - Vilnius - gross per month (ranges may vary based on skills and experience)

€4.000 — €4.500 EUR

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

We support impact with meaningful reward. Here’s what that looks like:

• 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
• Flexible office + home working, up to 2 months a year working abroad
• 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. Read our privacy notice for job applicants.