At a Glance
- Tasks: Lead creative strategy and performance for Meta, driving impactful campaigns.
- Company: Join Flo, the world's #1 health & fitness app with a mission for female health.
- Benefits: Competitive salary, performance incentives, generous leave, and professional growth opportunities.
- Other info: Collaborative culture focused on innovation and personal development.
- Why this job: Make a real impact in digital health while leading a dynamic creative team.
- Qualifications: 5+ years in performance marketing or creative strategy with strong analytical skills.
The predicted salary is between 76000 - 92000 £ per year.
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 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
£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
- 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.
Lead Creative Strategist in London employer: Flo Health
Flo is an exceptional employer, offering a dynamic work culture that prioritises innovation and collaboration in the health and fitness sector. With competitive salaries, generous benefits including enhanced parental leave and a fully paid sabbatical, employees are empowered to grow professionally while contributing to meaningful work that impacts female health globally. The hybrid work model fosters flexibility, ensuring that team members can thrive both in the office and remotely.
StudySmarter Expert Advice🤫
We think this is how you could land Lead Creative Strategist in London
✨Tip Number 1
Get your networking game on! Connect with people in the industry, especially those who work at Flo or similar companies. A friendly chat can sometimes lead to opportunities that aren’t even advertised.
✨Tip Number 2
Show off your creative flair! When you get the chance to interview, bring examples of your past work that highlight your strategic thinking and performance results. Make sure they see how you can drive creative performance!
✨Tip Number 3
Be ready to discuss data! Since this role is all about turning insights into action, brush up on your analytical skills. Be prepared to talk about how you've used data to inform your creative strategies in the past.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, it shows you’re genuinely interested in being part of the Flo team!
We think you need these skills to ace Lead Creative Strategist in London
Some tips for your application 🫡
Show Your Creative Side:When you're 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 and how you can bring fresh ideas to our team!
Be Data-Driven:Since this role is all about turning data into actionable insights, don’t shy away from sharing specific metrics and results from your previous work. Highlight how you've used data to inform your creative strategies and the impact it had on performance. We love numbers that tell a story!
Tailor Your Application:Make sure your application speaks directly to the job description. Use the same language and keywords that we’ve included, especially around creative strategy and performance marketing. This shows us that you understand what we're looking for and that you're genuinely interested in the role.
Apply Through Our Website:We encourage you to apply through our website for the best chance of getting noticed. It’s super easy and ensures your application goes straight to the right people. Plus, it gives you a chance to explore more about us and what we stand for at Flo!
How to prepare for a job interview at Flo Health
✨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 ability to lead a team effectively.
✨Understand the Brand
Familiarise yourself with Flo's mission and values. Think about how your creative strategies can align with their goals for female health. Being able to articulate how you can contribute to their vision will set you apart as a candidate who truly understands the brand.
✨Prepare for Cross-Functional Collaboration
Since this role involves working closely with various teams, be ready to discuss your experience in cross-functional collaboration. Share specific examples of how you've partnered with marketing, product, or creative teams to achieve common goals. This will highlight your ability to influence and drive results across departments.
