Head of Creative

Head of Creative

Reports to: Brand & Creative Director

Direct reports: Content Lead, Content Coordinator, Graphic Designer

Member of: Marketing, Brand and Growth Leadership Team

Function: Marketing, Brand and Growth

Please provide a link to portfolio of work as part of your application

Role Purpose

The Head of Creative is a member of the Marketing, Brand and Growth Leadership Team, reporting to the Brand & Creative Director, with full accountability for how Frive looks, sounds and sells across every customer touchpoint.

Whilst Frive’s brand strategy is already in place, what the business now needs is a senior, original and hands-on creative leader who can make that strategy famous. As the founding leader of Frive’s in-house studio, the role holder will focus first on advertising concepts and the creative challenges facing the business today, with the remit expanding over time into retail, new customer experiences and preventative health.

Key Responsibilities

Creative Strategy, Ideas and Campaigns

• Originate work that makes Frive impossible to ignore. Responsibilities include:
• Translating brand positioning and commercial priorities into bold, original concepts
• Leading integrated brand campaigns, advertising, product launches, partnerships and culturally relevant creative ideas
• Developing creative territories and seasonal campaign expressions within the established Food to Thrive platform
• Creating ideas that work across social, paid media, YouTube, web, CRM, events and activations
• Bringing proactive ideas beyond briefs; challenging convention and balancing fame with commercial impact

Creative Expression and Standards

• Make every execution distinctive. Responsibilities include:
• Owning creative direction across film, photography, motion, graphic design, typography, copy and relevant packaging execution
• Evolving the expression of the existing identity without unilaterally changing the underlying brand strategy or guidelines
• Establishing high standards for storytelling, design craft, production and channel appropriateness
• Partnering with the Head of Brand on strategic brand alignment, escalating substantive disagreements to the Brand & Creative Director

Advertising Creative and Effectiveness

• Immediate priority: materially elevate advertising creative while protecting delegated day-to-day ownership. Responsibilities include:
• Leading overall advertising creative direction and originating major campaign concepts, while empowering the Content Lead to lead ongoing video advertising concepts and the Graphic Designer to lead ongoing static concepts
• Setting distinctive creative standards across Meta, Reddit, YouTube, TikTok and other platforms, with the Content Lead and Graphic Designer developing routine concepts within their disciplines
• Working strategically with Growth on performance insights, testing direction and creative improvement, while delegating routine testing discussions and iterations to the studio team and Growth
• Challenging repetitive or under-performing creative and building a diverse pipeline of concepts and formats
• Understanding awareness, consideration and acquisition objectives while leaving media buying and optimisation with Growth

Build and Lead the Creative Studio

• Create a strong multidisciplinary capability. Responsibilities include:
• Leading the Content Lead, Content Coordinator and Graphic Designer, together with video producers, design support and freelance specialists
• Owning overall studio standards, resource priorities and capability, with routine video production scheduling delegated to the Content Lead, routine design delivery delegated to the Graphic Designer, and clear capacity planning in place
• Establishing creative briefing standards, reviewing major concepts and providing constructive direction, while empowering the Content Lead and Graphic Designer to approve routine execution within agreed guardrails
• Ensuring video and design operate collaboratively without blurring production management
• Balancing planned campaigns, business-as-usual assets and fast-response opportunities

Social-First Creative Collaboration

• Elevate, rather than control, organic social. Responsibilities include:
• Collaborating with the Social Lead on distinctive concepts, repeatable formats and culturally relevant ideas
• Helping shape major social creative initiatives and breakthrough campaigns
• Allowing the Social Lead autonomy over channel strategy, routine concepts, publishing and community
• Ensuring the content team can deliver organic social assets at the required pace and quality

Creative Across Customer Touchpoints

• Support the existing business and future channels. Responsibilities include:
• Directing creative for CRM, website, app, packaging, in-box, partnerships, PR, events and NPD launches
• Partnering with channel owners on objectives, user needs and operational constraints
• Preparing for retail packaging, shopper marketing and future preventative-health propositions as priorities evolve

Innovation, Culture and Commercial Collaboration

• Keep the work relevant and effective. Responsibilities include:
• Tracking cultural shifts, emerging formats, creators and creative technology
• Encouraging experimentation and original ideas across the studio
• Using feedback and results to improve the creative system without reducing everything to short-term metrics
• Working with the Brand & Creative Director, the Head of Brand and Growth on creative investment priorities

How Success Will Be Measured

First 3 Months

• Studio and creative output assessed
• Creative standards established
• Immediate advertising improvements identified
• Trusted working relationships built

First 6 Months

• Stronger ad concepts and testing pipeline
• Reliable studio delivery
• Standout social and brand creative
• Team capability growing

First 12 Months

• Recognisably distinctive creative output
• Studio functioning as a competitive advantage
• Scalable capability for retail and broader product channels

About You

Experience

• 8+ years in creative roles, with 3+ years leading a multi-discipline team (design, video, content)
• Strong track record of performance creative for a DTC, subscription or ecommerce brand
• Proven results from structured creative testing on Meta and TikTok
• Experience art directing food, drink or lifestyle shoots
• Experience managing a creative production budget and freelance roster
• Food, FMCG or meal-prep experience is an advantage
• Packaging and print production experience is an advantage
• Expert in Adobe Creative Suite and Figma, with working knowledge of video editing, motion and AI creative tools
• Working knowledge of ASA/CAP rules on food and health claims

Leadership Profile

• Holds a high bar and says so; does not ship work that is merely acceptable
• Commercially minded: talks about creative in terms of CAC, conversion and retention, not only aesthetics
• Decisive under pressure and comfortable with high volume and short deadlines
• Hands-on when needed; can concept, art direct and give sharp feedback on the work itself
• Builds trust with Growth, Product and NPD; resolves competing priorities without escalation
• Willing to take full ownership and do what is required to build a best-in-class creative function

Staff Benefits: 

Private Medical Insurance 

25 days Holiday + Public 

50% Discount off our amazing food 

Hybrid working pattern (where applicable) 

Enhanced mat/pat leave 

Vitality PMI .