Visual Design Lead - 12 Months Maternity Cover

Flo Health Inc.; London; Hybrid; GBP 60,000 - 80,000; Full time

Job summary

A leading health app company is seeking a Visual Design Lead to shape creative direction and guide design teams. Key responsibilities include leading visual storytelling, collaborating across departments, and driving design performance. Candidates should have a robust portfolio, leadership experience, and proficiency in AI tools. This is a hybrid role based in the UK, with a diverse and inclusive work environment.

Qualifications

• Proven experience in a visual design leadership role.
• Strong portfolio showcasing engaging visual work.
• Ability to lead complex, cross-functional projects.

Responsibilities

• Leading a team of visual designers and freelancers.
• Driving concept development for high-profile visuals.
• Collaborating closely with cross-functional teams.

Skills

Visual design leadership

User journey design

Collaborative mindset

AI tools proficiency

Organizational skills

Tools

Looker

Contentful

Job description

Visual Design Lead - 12 Months Maternity Cover

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.

Overview

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.

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

What 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.

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.

We are considering candidates who are based in the UK or Vilnius and are eligible to work there. Our teams like to gather in the office from time to time to collaborate. Would you be willing to travel into the office twice a week to meet with the team?

Demographic information and optional disclosures may be collected to improve our hiring process.