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. With 6M paid subscribers and the highest-rated experience in the App Store’s health category, we’ve spent 10 years earning trust at scale.

We're looking for a Visual Design Lead to shape the creative direction of visual design at Flo and guide two high-performing teams within our User-Centric stream.

This role is perfect for someone who can elevate visual storytelling at scale — combining design excellence with strategic thinking, AI fluency, and strong cross-functional collaboration.

You’ll be responsible for the visual evolution of key audience segments and product areas, acting as both a hands-on designer and a creative mentor. You’ll build a culture of experimentation and excellence while connecting design outcomes to real business impact.

Your Experience

• Proven experience in a visual design leadership role — motivating and retaining top talent in fast-paced environments.
• Strong portfolio showcasing emotional, engaging visual work across user journeys within a product or app environment.
• Track record of delivering high-impact visuals at scale with speed and precision while navigating editorial, legal, and medical reviews.
• Strategic thinking connecting brand, user needs, and product objectives.
• Collaborative mindset and ability to lead complex, cross-functional projects with empathy and structure.
• Strong organisational and communication skills enabling facilitation, presentation, and pitching to stakeholders at every level.
• Comfortable using visual performance metrics to refine and optimise work.
• Proficiency in AI tools and effective prompting to create engaging, on-brand assets fast.
• Growth mindset open to feedback and active knowledge closing, helping others do the same.
• Ability to lead through ambiguity with calm, focus, and forward momentum.
• Deep understanding of app-based visual design differences from other mediums like web or print.
• Tooling expertise: Figma, Miro, Jira.

• Nice to have: Experience in product-led company or consumer app environment, health-related content experience, familiarity with Agile environments, tools like Looker, Contentful.

Responsibilities

• Lead a talented team of visual designers including in-house and freelance, ensuring high-quality output across visual touchpoints.
• Drive concept development, delivery, and performance of visuals across high-profile and revenue-driving audience segments.
• Champion design performance using data to inform iteration, connect visuals to engagement and retention metrics.
• Collaborate closely with Product Managers, Content Editors, UX Research, Medical, Legal, and Design teams.
• Hands-on player-coach role participating in design work as needed.
• Lead ideation sessions, critiques, workshops, and team rituals to foster creative thinking and cross-functional alignment.
• Raise team AI proficiency by testing and leveraging AI tools to enhance and scale creative output.
• Act as a strategic voice in the wider design organization to shape visual principles, rituals, and design systems.
• Own implementation of Flo’s visual strategy aligning design decisions to broader product and brand vision.

How We Work and Benefits

We’re a mission-led, product-driven team moving fast, staying focused, taking ownership from brief to build to impact. We value debate, shared decisions, craft, purpose, and always raising the bar. Work culture emphasizes commitment, resilience, and drive for better health outcomes.

• 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
• Flexible office and home working with up to 2 months a year working abroad
• 5-week fully paid sabbatical at 5-year anniversary
• Flo Premium for friends and family plus more health, pension and wellbeing perks

Diversity, Equity and Inclusion

Flo is an equal opportunity employer hiring based on merit, skill and role fit regardless of background, community, or identity.