Creative Strategist

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 Strategist to join our Paid UA team - someone who combines sharp strategic judgement, creative thinking, and strong briefing skills to develop ads that capture attention and drive performance.

This role is centred on audience and opportunity understanding: building a clear view of who we are speaking to, what matters to them, and where the strongest creative opportunities sit. From there, the strategist turns evidence into hypotheses, creative direction and testable ad concepts.

The role requires strength across:

• Evidence & strategic judgement
• Hypothesis development & creative direction
• Market, product & channel intelligence
• Briefing & collaboration
• Performance learning & operating disciplin

You'll be responsible for:

• Developing strategic creative concepts for paid video campaigns across social platforms
• Analysing performance data (CTR, CR, ROAS, engagement) to identify insights and opportunities
• Writing sharp creative briefs that translate insights into clear direction for designers, writers, and video editors
• Partnering with UA and growth teams to test hypotheses and scale what performs
• Reviewing and optimising creative iterations - ensuring every asset aligns with brand and business goals
• Spotting patterns, trends, and cultural moments to inform future campaigns
• Guiding the creative process end-to-end, from concept through to execution and analysis

How the team works

Creative Strategists own strategy and briefs. You won't write the copy or manage the designers - you'll brief them, then stay close through production.

We work in a weekly cycle: review last week's test results with the UA managers, decide what to scale, iterate or kill, write the briefs, hand off to copy and design, release to test, repeat.

Success is measured on top-performing creatives produced per month, your success rate (what share of what you test becomes a top performer), and testing volume.

Your experience

Must-have:

• 4+ years in performance marketing, creative strategy, or growth marketing, with at least two of them owning creative strategy for a paid channel at meaningful scale (e.g. Creative Strategist, Growth Creative Lead, UA Manager, Performance Creative Manager)
• A portfolio showing data-driven creative concepts that delivered measurable results
• Deep understanding of paid social creative performance and testing methodologies
• Strong communication skills - able to translate insights into compelling creative directions
• Strong written and spoken English, and a feel for what lands with a global - especially US - audience
• Familiarity with creative production workflows, without needing to be hands-on in editing tools
• Proficiency with project management tools (Jira, Confluence, Google Workspace)
• Curiosity for new formats, cultural trends, and emerging AI creative tools
• A habit of closing the loop - you know your own numbers, and you can say what a test taught you and what you did next

Nice-to-have:

• Familiarity with budgeting and resource allocation for creative projects
• Experience working collaboratively with creative partners (writers, motion designers, video editors)

What success looks like

• Growth in video creative's contribution as a driver of paid UA success
• Consistent improvement in key video creative performance metrics (ROAS, CTR, conversion rates, engagement)
• Tangible impact on overall paid UA campaign growth and ROI

The process

A 30 minute call with the Talent Partner, a take-home task (about three hours), a 60 minute session presenting your task to the creative strategy team, and a 30 minute final conversation with the hiring manager and UA team lead. *This may change depending on availability of interview panel.

Salary range from 4200 EUR

#LI-DL1 #LI-Hybrid

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
• 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. Read our privacy notice for job applicants.