Creative Lead (12 Month Maternity Cover)

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

The Creative Lead plays a critical leadership role within Flo’s Creative Studio, overseeing a multidisciplinary team responsible exclusively for high-volume, performance-driven user acquisition creative.

This role leads a team of ~10 in-house creatives (graphic designers, motion designers, and video editors) and manages a freelance bench of ~6, ensuring the delivery of high-performing UA assets that directly impact acquisition KPIs and revenue.

Reporting to the Director of Content & Creative, the Creative Lead ensures creative output is fully aligned with UA strategy, channel plans, and brand guidelines. The role sits at the intersection of creative excellence, operational efficiency, and commercial performance.

A significant portion of the role focuses on people leadership, creative review and sign-off, AI-enabled workflow optimisation, workload management, and maintaining strong cross-functional alignment with UA Managers.

While primarily a leadership role, this position also requires strong hands-on design capability. The Creative Lead is expected to step into high-priority briefs, concept development, or resourcing gaps where required.

Scope of Role

• Line management of ~10 in-house creatives across design, motion, and video
• Oversight of freelance resourcing and budget
• Ownership of creative quality and velocity across all UA channels
• Direct collaboration with UA Managers and Strategists within pod structures
• Accountability for team creative output that directly impacts acquisition KPIs and revenu

Key Responsibilities

Lead Performance Creative (UA)

• Own creative direction and quality across all UA channels and formats.
• Ensure assets meet performance marketing best practices, brand standards, and brief objectives.
• Provide final sign-off on new creative concepts prior to launch.
• Translate UA strategy and channel plans into clear, actionable creative direction.
• Personally lead or execute high-priority concepts and strategic briefs where senior craft expertise is required.

Drive Cross-Functional Alignment

• Be the lead creative partner within channel-specific pods.
• Build strong, trusted relationships with UA Managers and Strategists.
• Align creative output with priorities, business OKRs, and performance KPIs.
• Establish clear feedback loops between performance insights and creative iteration.

Lead & Develop the Creative Team

• Manage, mentor and develop a multidisciplinary team of ~10 creatives.
• Oversee creative reviews, workload planning, and sprint delivery.
• Foster a culture of accountability, pace, and continuous improvement.
• Ensure the team remains motivated, supported, and equipped to deliver high-volume output.

Optimise Studio Operations & Resourcing

• Oversee Jira workflows and production processes to maintain speed and consistency.
• Manage freelance resourcing and budget in line with business targets.
• Forecast capacity needs based on UA demand and testing plans.
• Drive continuous improvement across creative tools, AI integration, workflows, and production efficiency.

What Success Looks Like

• UA creative output consistently improves acquisition KPIs while maintaining brand integrity.
• High creative velocity across static, motion, and video formats without compromising quality.
• Scalable video and motion production that performs against channel benchmarks.
• Strong alignment, trust, and credibility with UA Managers and Strategists.
• Efficient studio workflows with minimal bottlenecks.
• A motivated, accountable, and high-performing creative team.

Ideal Profile

• 7+ years in design, with strong experience in performance marketing / UA environments.
• Proven experience managing multidisciplinary creative teams.
• Deep understanding of paid acquisition creative principles and testing frameworks.
• Strong hands-on design craft with the ability to execute high-quality work across static and motion-led UA formats when required.
• Comfortable working with performance data and translating insights into creative action.
• Strong understanding of AI tools and how to implement them into creative output and team-wide workflow optimisation.
• Strong stakeholder management and communication skills.
• Operationally strong, organised, and delivery-focused.

#LI-DL1 #LI-Hybrid

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
• 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. Read our privacy notice for job applicants.