Lead Creative Strategist

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.

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 (especially US) 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 £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

• 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.