Visual Design Lead - 12 Months Maternity Cover

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

Must have:

• Proven experience in a visual design leadership role — you’ve led, motivated, and retained top talent in fast-paced environments.
• A strong portfolio showcasing emotional, engaging visual work across user journeys — ideally 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: you connect the dots between brand, user needs, and product objectives.
• A collaborative mindset and the ability to lead complex, cross-functional projects with empathy and structure.
• Strong organisational and communication skills — you can facilitate, present, and pitch to stakeholders at every level.
• Comfortable using visual performance metrics to refine and optimise work.
• Proficiency in AI tools and how to prompt effectively — you know how to create engaging, on-brand assets fast.
• A growth mindset: you’re open to feedback, actively close your knowledge gaps, and help others do the same.
• Ability to lead through ambiguity with calm, focus, and forward momentum.
• Deep understanding of how app-based visual design differs from other mediums like web or print.
• Tooling: Figma, Miro, Jira. 

Nice to have:

• Experience in a product-led company or consumer app environment.
• Experience working with health-related content.
• Familiarity with Agile environments.
• Tools: Looker, Contentful.

What you'll be doing

You'll be responsible for:

• Leading a talented team of visual designers - in-house and freelance -, setting clear direction, and ensuring high-quality output across all visual touchpoints.
• Driving concept development, delivery, and performance for visuals across our high-profile and revenue-driving audience segments.
• Championing design performance — using data to inform iteration and connect visuals to engagement and retention metrics.
• Collaborating closely with Product Managers, Content Editors, UX Research, Medical, Legal and Design to bring user-centric, emotionally resonant visual solutions to life.
• Rolling up your sleeves when needed — this is a player-coach role.
• Leading ideation sessions, critiques, workshops, and team rituals to foster creative thinking and cross-functional alignment.
• Raising the team’s AI proficiency — testing and leveraging a variety of AI tools to enhance and scale creative output.
• Acting as a strategic voice in the wider design organisation — helping shape visual principles, rituals, and design systems.
• Owning the implementation of Flo’s visual strategy at an audience segment level — aligning every design decision to Flo’s broader product and brand vision.

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