Creative Strategist

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:

1. Evidence & strategic judgement

2. Hypothesis development & creative direction

3. Market, product & channel intelligence

4. Briefing & collaboration

5. 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

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.

• 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)

• 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