Being the Head of Creative at Aios

We are building a world-class team.

As Head of Creative at Aios, your fundamental role is to own creative - setting the direction, quality bar, and ideation system that drives performance at $1M+/month Meta spend (+ fast-scaling Google spends).

You'll take our 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 those channels develop.

You'll achieve this 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.

You'll be a key driver of all Brand asset refreshes, helping set the creative direction and making sure the new identity lands across every customer touchpoint.

Great performance in this role means creative is our sharpest growth lever and 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)

Key responsibilities

• 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.

Need to have

• 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.

Nice to have

• Agentic: You're a doer. You've been pulled into important problems, taken risks, excelled in new areas.
• Brand identity project experience: You have led or been the senior voice on a brand refresh, rebrand, or visual identity evolution.
• 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.

Compensation & Benefits

You get paid above market salary and you get early stage equity, so you get really rich if we nail this.

• Compensation: $150,000-$250,000/yr + 0.10%-0.30% equity

Benefits

The stuff below is cool as well.

• 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.

How to apply

1. Apply on Ashby