Creative Director

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 We support impact with meaningful reward. Here’s what that looks like: • Competitive salary and annual reviews • Opportunity to participate in Flo’s