Creative Director

About the role

Flo Health is seeking a senior creative leader to shape and execute end‑to‑end creative strategy for its world‑leading health and fitness app. You will drive brand, performance, and AI‑enhanced production across a 20‑person team, turning creativity into measurable growth.

Key responsibilities

• Define and own the full creative strategy, from brand platform to assets for CTV, paid social, search, web funnels, app store and lifecycle marketing.
• Align creative outcomes with business metrics such as CPA, subscription rate and payback, presenting cases to executives and the board.
• Develop a repeatable production engine, setting rules for handcrafted, templated, or AI‑generated assets and tracking cost per asset and cycle time.
• Expand audience reach through insight‑driven territory planning, batch production, structured testing and scaling.
• Lead the integration of generative AI tools, deciding where human craft remains essential.
• Build a unified measurement system that consolidates creative performance across platforms.

Required profile

• Proven leadership of creative teams in tech‑focused, performance‑marketing environments.
• Demonstrated ability to quantify creative impact on incrementality, pROAS and LTV/CAC.
• Experience crafting brand positioning that withstands media‑plan scrutiny.
• Hands‑on expertise with AI‑first production, including tool selection and quality governance.
• Track record of building high‑performing, retained teams and coaching for strong outcomes.

Required skills

• AI generative tools
• Performance marketing analytics (CPA, pROAS, LTV/CAC)

What we offer

• Competitive salary (£125,000‑£150,000) with annual reviews and performance incentive scheme.
• Paid holiday, sick leave, female health leave and enhanced parental benefits.
• Hybrid work model (3 days onsite per week) and a 5‑week fully paid sabbatical at the 5‑year anniversary.
• Access to Flo Premium for friends & family, plus health, pension and wellbeing perks.