RemoteWork asynchronously in your chosen timezone, with availability until midday Pacific Time for calls as needed.
Growth & MarketingBrand & Creative Marketing
About the job
Requirements
At least 5 years of experience leading performance creative for direct-to-consumer brands spending over £1 million per month on Meta.
Generate creative concepts, write briefs, and direct the team while remaining hands-on in the work.
Understand emotional hooks, human truth, and brand voice, and articulate why advertisements create an emotional response.
Demonstrate strong performance creative craft, including visual quality, hooks, audience retention, message clarity, and scroll-stopping composition.
Have managed creative teams at scale and developed team members into more senior creatives.
Build repeatable systems for ideation, briefing, and production.
Interpret creative performance data, including Meta reporting, iteration mapping, hook rate, hold rate, and click-through rate to conversion rate, and use it to guide decisions.
Have a demonstrated history of using artificial intelligence to increase creative output while maintaining craft, and understand current tools and emerging capabilities.
Forecast output, maintain a weekly reporting cadence, establish explicit decision rules, and produce written plans.
Work with high ownership and intensity in an asynchronous environment; the posting states a 50+ hour workweek.
Responsibilities
Set creative direction for performance advertising, primarily on Meta, using performance data.
Improve the emotional resonance and visual quality of UK advertising, set quality standards, and create differentiated ads that reduce customer acquisition cost.
Build a creative localization playbook for Germany, the Netherlands, and other local markets, adapting work to local psychology, platform behavior, and cultural nuance.
Own the ideation pipeline and ensure each brief develops a genuinely distinct advertising concept.
Improve the artificial-intelligence-assisted production system from briefing through production and iteration, with feedback loops linking creative output to performance data.
Lead high-velocity experiments across hooks, formats, angles, and messaging; scale successful creative and inform future channel creative, including connected TV and linear television.
Partner with the Head of Performance and media buying team to connect creative output to customer acquisition cost and return on ad spend, targeting 300+ distinct concepts per sprint.
Oversee development of direct-response television and performance creative for the company’s initial work in the channel.
Manage and develop the creative team, shifting it from execution toward creative excellence.
Desired Qualifications
Experience running creative operations with 100+ distinct concepts per sprint.
Direct experience directing creative across multiple European markets, particularly Germany or the Netherlands.
Experience in regulated categories such as health, wellness, GLP-1, or telehealth, including work where advertising standards and regulatory compliance shape creative.
Experience with connected TV, direct-response television, linear television, or long-form YouTube video creative.
Direct experience running creative on paid social platforms beyond Meta, such as TikTok, YouTube Shorts, or Snap.
Experience collaborating with conversion rate optimization or product teams on the advertising-to-landing-page handoff.
Having founded an organization or venture, or having demonstrated willingness to take risks and excel in unfamiliar areas.
About AIOS
AIOS is building the world’s first full-stack AI doctor.
We’re at $400M ARR, growing from $10M/yr 12 months ago. We’re the world’s fastest growing AI doctor.
We’re faithfully serving >200k/mo patients via Bolt Pharmacy, our main UK 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: Over the last 12 months we've grown from 3k to 150k 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 2031: 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
Being the Head of Performance Creative 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).
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.
Need to have
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.
Nice to have
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.
Our cultural standards
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."
Compensation & Benefits
Compensation
You get paid above market salary and you get early stage equity, so you get really rich if we nail this.