Head of Performance Creative
Fella Health
Head of Performance Creative
Fella Health
AIOS is building the world’s first full-stack AI doctor.
We’re at $450M ARR, growing from $7M/yr in April 2025. We’re faithfully serving >200k/mo patients via Bolt Pharmacy, our main UK brand. We’ve just launched Bolt Med, our international brand. We’re profitable.
Our strategy exists at the intersection of two strong theses:
The AI doctor that wins will get to escape velocity using GLP-1s, the fastest growing consumer product in history.
The $2T European healthcare market is overlooked by the most talented builders.
Our master plan:
Step 0 → $100M/yr by end of 2025: We went from $10M to $100M in 6 months serving the UK GLP-1 market.
Step 1 → $1B ARR by end of 2026: Since April 2025 we've grown from 3k to 200k UK active GLP-1 patients. We’ll continue this growth curve to hit $1B ARR.
Step 2 → $10B ARR by end of 2028: Blitzscale Europe. We’ll be Europe’s largest GLP-1 provider.
Step 3 → $100B/yr by end of 2030: Get regulatory approval across Europe for our Full Autonomous Prescribing (FAP) system. Win contracts at scale with European payers to mass replace human labor. We’ll be the dominant full-stack AI doctor in Europe.
Step 4 → $1T/yr by end of 2035: With one line of code and zero human time, you can use AIOS to treat any patient globally with any medication.
In so doing, we’ll become the world’s first trillion-dollar healthcare company.
We’re a young, founder-led company. This is still Day 1 and all our work is ahead of us.
You can read more about working with us here: Working at AIOS
We are building a world-class team.
As Head of Performance Creative at Aios, your fundamental role is to own creative for our performance team - setting the direction, quality bar, and ideation system that drives performance at $3M+/month Meta spend (+ fast-scaling Google spends).
You'll take our performance ad creative to best in category, closing the gap in emotional resonance and visual quality that currently caps our CAC efficiency.
You'll lead and develop our in-house creative team of five (and growing), anchoring everything in performance data and a distinctive creative point of view for our largest brand, Bolt Pharmacy in the UK.
You will then build the creative localisation playbook for Germany and the Netherlands as we blitzscale into Europe later this year. You'll extend the creative flywheel to TV and other social channels as they develop.
You'll scale by building an AI-driven, repeatable creative system: brief to production to performance loop, 300+ distinct concepts per sprint, and a testing roadmap that keeps media buying ahead of saturation.
Great performance in this role means creative becomes our sharpest growth lever and a competitive advantage. The performance team has a constant pipeline of conceptually distinct, emotionally resonant creative to test. Our ads stop people in their feed, create a strong emotional connection, and improve the effectiveness of every incremental dollar we spend.
This is a full-time, fully remote role, and you’ll work async in the timezone of your choice - as long as you’re around until midday Pacific Time for calls as needed.
You'll report directly to Dave Lane (Head of Performance).
You'll also work most closely with:
André Andrade (Creative Lead)
Michael McCann (Head of CRO)
Our in-house Creative Team (Brazil-based)
Creative Strategy: Set the creative direction for all performance creative, primarily Meta ($3M+/month), anchored in performance data. You are the taste-maker.
Raise Creative Quality: Close the 8→10/10 gap in the UK. The gap is emotional resonance and visual quality. Create differentiated, non-formulaic ads that reduce our CAC. Set the bar and hold it across everything we put in market.
EU Expansion: Build the creative localisation playbook for Germany, the Netherlands, and other local markets. Create market-native work that reflects local psychology, platform behaviour, and cultural nuance.
Own the Ideation Pipeline: Every brief must pass the distinctiveness test: would Meta's algorithm treat this as a genuinely new concept?
Build the AI Creative System: Elevate the existing AI-assisted production stack, from brief to production to iteration, with tight feedback loops between creative output and performance data.
Test & Scale: Lead high-velocity experiments across hooks, formats, angles, and messaging. Scale winners aggressively. Inform future channel creative, including CTV and linear TV, as those tests develop.
Partner with Performance: Work hand-in-glove with Dave, our Head of Performance, and the growing media buying team. Connect creative output directly to CAC and ROAS. The goal is subscription-first creative at 300+ distinct concepts per sprint.
Oversee TV Creative: Oversee the development of best-in-class DRTV and performance creative for our first forays into the channel.
Lead the Creative Team: Manage and develop a small but high-impact team. André shifts towards production operations and AI workflows; you shift the team from execution to creative excellence.
Experience: 5+ years leading performance creative for DTC brands running £1m+/month in ad spend on Meta. You have seen what works at scale, what breaks, and what separates a good creative account from a great one.
Concept, brief, direct: You are a creative, not just a manager. You generate concepts, write briefs that unlock the team, and give direction that raises the ceiling. You get in the weeds to lead.
Emotional Instinct: You know why some ads make people feel something and others do not. You can articulate emotional hooks, human truth, and brand voice.
Craft: You have strong performance craft. You understand what visual quality specifically unlocks in Meta creative (hook, hold, message clarity, scroll-stopping composition) and can elevate the quality of what the team produces without losing performance.
Leadership: You have managed creative teams at real scale and developed talent above where you found it. Junior creatives grow into senior creatives under you.
Systems thinking: You build repeatable systems for ideation, briefing, and production. You do not rely on hero moments to hit volume.
Data fluency: You read creative performance data fluently (Meta reporting, iteration mapping, hook rate, hold rate, CTR to CVR) and use it to inform decisions, not to justify them.
AI native: You have a demonstrated history of using AI to multiply creative output, not to replace craft. You know which AI tools work today, which do not, and where the frontier is moving.
Structure: Forecasting output, weekly reporting cadence, explicit decision rules, written planning. You are not just a great creative, you are someone the broader team can rely on. Your work is legible.
Startup intensity: 50+ hours a week, async, in a high-ownership culture. Outcomes over hours, but the outcomes here require real intensity.
Agentic: You're a doer. You’ve been pulled into important problems, taken risks, and excelled in new areas.
Volume creative testing: You have run creative operations at 100+ distinct concepts per sprint.
EU multi-market creative: Direct experience directing creative across multiple European markets, particularly Germany and/or Netherlands.
Regulated category experience: Health, wellness, GLP-1, telehealth, or any category where ASA / CAP / GPhC compliance shapes the creative every day.
Broadcast and long-form video: CTV, DR TV, Linear TV, or YouTube long-form video creative experience.
Cross-channel paid social: Direct experience running creative on TikTok, YouTube shorts, Snap, or other paid social platforms beyond Meta.
Landing page collaboration: You have worked closely with CRO or product teams on the ad-to-LP handoff and understand where creative ends and LP begins.
Founder-adjacent mindset: You have founded something in the past (however small), or you plan to. You have taken risks, been pulled into important problems, and excelled in unfamiliar territory.
We aim to make this your life's work. This should be the most challenging, most rewarding role of your life. Accordingly, these are the core cultural standards to which we hold ourselves & our team-members:
Belief in the mission: We will have served 100 million patients by the end of 2035 and we transform the life of most patients who join. We have a lot of work to do. We are obsessed with our patients and are dedicated to the mission.
Unwavering integrity: We are at the frontier, so we often live in ambiguity with no trodden path. When we can't look to others for guidance, we must maintain impeccable ethics and unwavering integrity.
Only the paranoid survive: Bad sh*t is coming. By joining us, you're choosing to sail straight towards the storms with unhesitating conviction. However much we've already done, however far we've already come — it's still Day 1 and all our work is ahead of us.
If we're average we fail: We are only interested in "insanely great", a focus on the quality of our execution that in everyday life would be considered pathological. We have a dedication to excellence and reject incompetence.
Commitment to candor: That which can be destroyed by the truth should be. You get full transparency from the company and the company expects full transparency from you. We never say anything about someone that we wouldn't say to them directly. We give feedback with love and do not need to protect people from fleeting physical sensations.
A maniacal sense of urgency: We execute at an intensity that most people think is impossible. Speed is critical and we need things done yesterday. We all work very hard and in such a competitive world there really is no other way to win.
Enduring frugality: We are frugal. We hate being wasteful and we are anti-luxury. A culture of cheapness keeps us young. We spend our cash wisely & carefully — in a way that would make our grandmas proud.
Bulldozing barriers: The world is malleable and we shape it. We truly believe this and act accordingly. We are relentlessly resourceful and are at the mercy of no-one but ourselves. You'll be shocked how capable you are and how much you can achieve.
Keep your head down: We're boring people doing exciting work. We don't chase short-term status — we ignore short-term dopamine hits and focus on what matters. Outsiders will underestimate us and we revel in that.
The power of focus: We live in a world of power laws and we cannot overestimate the unimportance of practically everything. Know your One Thing, and nail it.
🎯
"You just build a f*ing amazing experience. Make each step amazing. Make every decision in the long term interest of the customer. Give the customer massively more value than you take."
You get paid above market salary and you get early stage equity, so you get really rich if we nail this.
Compensation: $150,000–$300,000/yr + 0.10%–0.30% equity
The stuff below is cool as well.
Healthcare: comprehensive medical insurance (if appropriate).
Vacation: PTO with a yearly minimum (≥2wks/yr + local national holidays)
Personal development: budget for books, courses, coaching.
Personal wellness: budget for gym, health apps.
GLP-1s: free membership with a clinic offering GLP-1s.
Equipment: Macbook & work-from-home equipment provided as needed.
What are we missing? We're still early so you get to shape our culture.
Apply on Ashby
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