Head of Creative

Fella & Delilah Health

Managing creative direction for performance ads with focus on emotional resonance. Leading the in-house creative team to enhance brand presence and effectiveness.

Posted 7/17/2026full-timeRemote • 🇬🇧 United KingdomLead💰 $150,000 - $250,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in leading performance creative for DTC brands, with a strong focus on emotional resonance, brand quality, and data-driven decision-making. Capable of managing creative teams and building systems that enhance ideation and production efficiency.

Highest-signal resume keywords

Performance Creative LeadershipEmotional Creative InstinctData FluencyAI Creative Tooling FluencyTeam Leadership

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Creative StrategyConcept DevelopmentVisual Quality StandardsSystems ThinkingPerformance Data Analysis

Soft Skills

Team ManagementCommunicationCreativityCollaborationAdaptability

Tools & Technologies

Meta AdvertisingAI Creative ToolsPerformance Reporting Tools

Industry Keywords

DTC BrandsCreative LocalizationCustomer Acquisition Cost (CAC)Return on Ad Spend (ROAS)Direct Response TV (DRTV)

About the role

Key responsibilities & impact

Creative Strategy: Set the creative direction for all creative, primarily Meta ($1M+/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 Creative 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.
Bolt Brand Visual Refresh: Lead the Bolt brand visual refresh, ensuring the new identity is consistent and lands across every customer touchpoint.
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. Andre shifts towards production operations and AI workflows; you shift the team from execution to creative excellence.

Requirements

What you’ll need

Performance creative at scale: 5+ years leading performance creative for DTC brands running £500k+/month in adspend 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 creative manager. You can generate concepts, write briefs that unlock the team, and give direction that raises the ceiling. You get in the weeds to lead your team.
Emotional creative instinct: You know why some ads make people feel something and others do not. You can articulate emotional hooks, human truth, and brand voice, and direct a team toward it.
Brand and visual quality: You have strong visual sensibility and aesthetic standards. You can elevate the quality of what the team produces without losing performance.
Team 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 creative tooling fluency: 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.
Structured operator behaviors: Forecasting output, weekly reporting cadence, explicit decision rules, written planning. You are not just a great creative. You are someone the 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.

Benefits

Comp & perks

Healthcare: comprehensive medical insurance (if appropriate)
Vacation: PTO with a yearly minimum (2+ weeks + national holidays)
Remote: fully distributed, fully async
Personal development: $1,200/yr for books, courses, coaching
Personal wellness: $1,200/yr for gym, health apps
Coaching: free biweekly health coaching
Equipment: MacBook + work-from-home equipment provided
What are we missing? We're still early so you get to shape our culture.