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- Tasks: Lead creative strategy and performance for Meta, driving impactful campaigns.
- Company: Join Flo, the world's #1 health & fitness app with over 500M downloads.
- Benefits: Competitive salary, flexible working, paid sabbaticals, and health perks.
- Why this job: Make a real impact on female health while leading a dynamic creative team.
- Qualifications: 5+ years in performance marketing or creative strategy with strong analytical skills.
- Other info: Be part of a mission-driven team that values diversity and innovation.
The predicted salary is between 76000 - 92000 £ per year.
500M+ downloads. 77M+ 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 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 Creative Strategy Lead to drive creative performance across our paid UA channels on the app UA side of our Creative Studio, with a primary focus on Meta. This is a player-coach role: you'll lead and develop a small team of channel-specific Creative Strategists, while personally owning creative strategy and performance on Meta. You'll sit at the intersection of performance marketing, creative strategy, and creative production: setting direction, raising the bar on analysis, concept and craft, and ensuring creatives consistently deliver measurable business impact. This is not a people-management-only role. You will be deeply hands-on with strategy, insight generation, testing frameworks, agency and creative briefing, and performance optimisation.
What you'll be responsible for
- Creative strategy & performance ownership
- Owning Meta (app) creative strategy and performance end-to-end, from insight and concept through testing, iteration, and scale
- Translating performance data (CTR, CVR, ROAS, CAC, engagement) into clear creative insights and hypotheses
- Defining and evolving creative testing frameworks, formats, and learning agendas
- Ensuring creative output aligns with brand guardrails while maximising performance impact
- Team leadership
- Leading, coaching, and developing a small team of channel-specific Creative Strategists
- Setting clear expectations for strategic thinking, analysis quality, and creative craft
- Reviewing work, raising standards, and ensuring consistency across channels
- Creating clarity on priorities, ownership, and ways of working with UA and creative production partners
- Cross-functional partnership
- Partnering closely with Paid UA, Growth, Product, and Brand teams to align creative strategy with business goals
- Acting as the creative performance counterpart to UA leads jointly owning results
- Writing and reviewing high-quality creative briefs for both internal teams and external partners
- Influencing roadmap and resourcing decisions through data-backed recommendations
- Insight, learning & scale
- Identifying patterns, trends, and creative opportunities across platforms, audiences, and formats
- Ensuring learnings are clearly documented and shared to scale impact across the organisation
- Staying ahead of platform changes, cultural shifts, and emerging creative and AI tools
Your experience
- Must-have
- 5+ years in performance marketing, creative strategy, or growth roles (e.g. Creative Strategist, Growth Lead, UA Manager)
- Proven experience owning creative performance at scale
- Demonstrated ability to lead and develop other strategists or marketers
- Strong analytical skills confident turning data into insight, direction, and action
- Excellent communication and briefing skills, with the ability to influence cross-functional stakeholders
- Experience working with creative production teams (writers, designers, motion, video), without needing to be hands-on in tools
- Fluency in English and comfort crafting ideas for a global audience
- Proficiency with Jira, Confluence, Google Workspace (or equivalent)
- High ownership mindset and obsession with outcomes
- Nice-to-have
- Experience managing creative resources or prioritising across multiple channels
- Exposure to other paid social platforms (TikTok, YouTube, Snap, etc.)
- Familiarity with budget considerations and creative ROI optimisation
- Experience using or experimenting with AI-assisted creative workflows
What success looks like
- Sustained improvement in Meta creative performance (ROAS, CAC, CVR, CTR)
- Clear creative strategy and testing roadmap for Meta and other paid channels
- A high-performing, confident team of Creative Strategists delivering consistently strong work
- Faster learning cycles and clearer insight sharing across UA and Creative
- Tangible contribution to overall paid UA growth and efficiency
Salary Range - London - gross per year (ranges may vary based on skills and experience) £76,000 - £92,000 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 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.
Lead Creative Strategist in London employer: ETTravel
Contact Detail:
ETTravel Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Lead Creative Strategist in London
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect on LinkedIn. You never know who might have the inside scoop on job openings or can refer you directly.
✨Tip Number 2
Show off your skills! Create a portfolio that highlights your best work and showcases your creative strategy prowess. Make sure it’s easily accessible when you’re chatting with potential employers.
✨Tip Number 3
Prepare for interviews by researching the company and its culture. Tailor your responses to show how your experience aligns with their mission and values. We want to see your passion for what they do!
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen. Plus, we love seeing candidates who are proactive about joining our team.
We think you need these skills to ace Lead Creative Strategist in London
Some tips for your application 🫡
Show Your Creative Side: When applying for the Lead Creative Strategist role, make sure to showcase your creative flair. Use your application to demonstrate how you've driven creative performance in past roles, especially on platforms like Meta. We want to see your unique approach to strategy and how you can elevate our brand!
Be Data-Driven: We love numbers! Highlight your analytical skills by sharing specific examples of how you've turned data into actionable insights. Whether it's improving CTR or optimising ROAS, show us how you've used data to inform your creative strategies.
Tailor Your Application: Don’t just send a generic application. Tailor your CV and cover letter to reflect the key responsibilities and requirements mentioned in the job description. We’re looking for someone who understands the nuances of the role and can hit the ground running!
Apply Through Our Website: We encourage you to apply directly through our website. It’s the best way to ensure your application gets the attention it deserves. Plus, it shows us that you’re genuinely interested in joining our mission-driven team at Flo!
How to prepare for a job interview at ETTravel
✨Know Your Metrics
Before the interview, brush up on key performance metrics like CTR, CVR, and ROAS. Be ready to discuss how you've used these metrics in past roles to drive creative strategy and performance. This shows you understand the importance of data in shaping effective campaigns.
✨Showcase Your Creative Process
Prepare to walk through your creative process from insight generation to execution. Bring examples of successful campaigns you've led, highlighting how you translated insights into impactful creative strategies. This will demonstrate your hands-on experience and strategic thinking.
✨Team Leadership Insights
Since this role involves leading a team, think about your leadership style and be ready to share specific examples of how you've developed and coached other strategists. Discuss how you set expectations and foster a collaborative environment to achieve high-quality results.
✨Stay Ahead of Trends
Familiarise yourself with current trends in digital health and creative marketing, especially on platforms like Meta. Be prepared to discuss how you would adapt creative strategies in response to emerging trends or platform changes, showcasing your proactive approach to staying relevant.
