Head of Creative

As Head of Creative at Free Soul, you\’ll lead our brand\’s creative strategy with a strong emphasis on performance marketing. You\’ll be the driving force behind scroll-stopping, conversion-focused creative that delivers measurable business results across all digital channels while maintaining brand consistency. You\’ll manage the creative and design team end-to-end and act as the guardian of our visual identity — balancing creative with commercial impact. From concept and content ideation, performance marketing to packaging, shoots, video concepts, and final delivery, you’ll ensure every touchpoint reflects our identity.
This role blends strategic leadership with hands-on execution—you\’ll oversee high-impact performance campaigns that drive acquisition and retention while ensuring every asset feels authentically Free Soul.
Free Soul is fast-paced, data-driven, and results-oriented. We\’re building something special — a brand that genuinely cares about women\’s wellbeing, breaks down taboos, and creates a space where wellbeing feels as real and vibrant as the women living it. We move quickly, with incredible talent, and always push to create work that genuinely connects with women’s lives.
What You’ll Be Doing

• Act as the guardian of Free Soul’s visual world — guiding the creative vision and implementing our visual identity across all channels, while ensuring consistency and distinction at every touchpoint.
• Oversee all creative output across brand, social, digital, performance marketing, packaging, and editorial — from ideation through to delivery.
• Develop and roll out new creative systems and toolkits to ensure Free Soul’s brand look and feel is consistent, scalable, and future-facing.
• Lead on creative concepts for brand campaigns, product launches, and paid media — always balancing bold ideas with commercial outcomes.
• Partner closely with Growth team to align creative strategy with acquisition targets
• Collaborate with the CRM team on retention-focused creative initiatives
• Oversee the end-to-end design process for product packaging — from initial concept through to production and print.
• Work closely with the Product and Ops teams to ensure packaging is not only beautiful but also functional and aligned with the brand vision.
• Oversee content production — from talent casting to set direction to final delivery.
• Build out a network of photographers, videographers, creators, and set designers to elevate our content across every platform.
• Lead on art direction ensuring the visual aesthetic always feels fresh, relevant, and distinctly Free Soul.
• Manage and mentor a team of designers and creatives, setting the bar for design quality across all channels.
• Hands-on where needed — from designing campaign layouts to briefing motion graphics assets.
• Provide detailed, constructive feedback across design and creative — always pushing the work to be sharper, smarter, and more impactful.
• Manage the creative budgets, ensuring shoots, freelancers, and content creation come in on time and on budget.
• Oversee external creative partnerships — from freelance designers to production partners and softwares — making sure we get the best creative output for our investment.
• Develop and implement data-driven creative strategies that drive measurable customer acquisition and retention
• Build comprehensive testing frameworks for creative optimization across Meta, TikTok, YouTube, and other paid channels
• Transform performance insights into creative concepts that balance brand with conversion
• Lead the creative-to-performance feedback loop, ensuring insights drive constant improvement

What We\’re Looking For

• A visionary creative leader with experience in brand, digital, social, and performance marketing.
• Experience collaborating with illustrators and designers.
• Proficiency with primary software packages including Figma, and the Adobe Suite – particularly Photoshop and Illustrator.
• Proven experience managing multi-disciplinary creative teams across design, motion and video production.
• A portfolio that shows you can deliver both scroll-stopping social content and beautifully crafted brand campaigns.
• Experience leading packaging design projects, from concept through to production.
• Proven track record of creating high-performing creative for direct-to-consumer brands
• Deep understanding of performance marketing platforms and how creative drives conversion
• The ability to concept, art direct, and oversee the production of both stills and video shoots.
• A hands-on creative mindset — willing to jump in and get stuck into the work whenever needed.
• Experience managing creative budgets and external production partners.
• A deep understanding of social trends, cultural moments, and what’s hot in the world of women’s wellbeing.
• A collaborative spirit — someone who lifts the team up, pushes ideas forward, and genuinely cares about creating work that connects with women’s lives.

What You\’ll Get In Return

• Core working hours of 10:00-16:00
• Free Soul product pantry – access to a variety of FS products in the office
• Your monthly Free Soul essentials – for free!
• 30% friends and family discount
• Hybrid working: 3 days in the office per week
• Dog-friendly office
• Access to Vitality health insurance post-probation
• Monthly team socials, lunch & learns and internal events
• Brand new work laptop and full desk set-up
• Pension plan
• A brand-new office environment, designed to be an inspiring place to work, collaborate and grow

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