Visual Design Lead - 12 Months Maternity Cover

Femtech Insider Ltd.; London; On-site; GBP 67,000 - 76,000; Full time

Job summary

A leading health app company in London is seeking a Visual Design Lead to shape the creative direction of visual design. The role involves leading a team of designers, driving concept development for key audience segments, and collaborating with various stakeholders to ensure high-quality visual solutions. Ideal candidates should have proven design leadership experience and proficiency in tools like Figma and Jira.

Benefits

Competitive salary and annual reviews

Paid holiday, sick leave, and female health leave

Enhanced parental leave and pay

Flexible office + home working

5-week fully paid sabbatical at 5-year Floversary

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.
• Ability to lead complex, cross-functional projects with empathy.
• Strong organisational and communication skills.
• Proficiency in AI tools.
• Deep understanding of app-based visual design.

Responsibilities

• Leading a talented team of visual designers.
• Driving concept development for visuals across key segments.
• Championing design performance using data for iteration.
• Collaborating with stakeholders to create visual solutions.
• Owning the implementation of Flo’s visual strategy.

Tools

Figma

Miro

Jira

Looker

Contentful

Job description

400M+ downloads. 75M+ monthly users. A decade of building – and we’re still accelerating.

Flo is the world’s #1 health app 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 6M 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 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 and location

Salary ranges are location dependent:

London: £67,000 — £76,000 GBP

Vilnius: €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.