Creative Lead

Gaia’s mission is to ensure that everyone who wants a family has the chance to try. We're looking for a Creative Lead to scale our creative function: ensuring a consistent, clear visual identity and messaging, and developing category-defining creative while personally owning high-quality output across brand and performance from day one.
This isn't a role where a studio already exists and you inherit it. You're energized by the work yourself: ideating, designing, and directing the work that translates a complex, emotional experience into something delightful for Gaia’s members and anyone considering starting a family.
You'll enjoy this role if you…

• Are personally motivated by the idea that design can make healthcare more human, and make a what is one of the most consequential and emotional financial decisions for intended parents feel clear and trustworthy
• Are autonomous, urgent, and hands-on. You want to build a category-defining creative function, not just manage on top of an existing system.
• Understand where brand meets business impact. You make bold creative calls, but you can explain why they'll move a metric like CPL or conversion
• Get excited about AI-native creative workflows and what a small, modern creative operation can produce without a big headcount
• Hold every output to the same high bar, from a social campaign to a piece of collateral to an paid integrated out-of-home campaign
• Can turn complicated concepts (credit approval, plan terms, treatment pathways) into something visually simple that makes people say "Oh, now I get it…and I want to sign up."

• Own Gaia's creative craft end to end: steward and evolve our visual identity and brand guidelines, and establish a design system that scales across brand, product, and partner-facing work
• Develop visual brand strategy that ties directly to business goals, and proactively bring solutions rather than waiting to be briefed
• Maintain brand consistency across every project and every team producing creative work

• Conceptualize and design high-converting marketing material across channels: web, paid, social, email, landing pages, print, video, experiential activations, and more
• Translate complex, regulated concepts (fixed-cost plans, credit approval, treatment coverage) into branded experiences that are clear and compliant, for both patients and our clinic and employer partners
• Stand up AI-powered creative workflows (image generation, rapid asset iteration) so a lean team can produce at the pace of a much bigger one

• Partner closely with Growth, Partnerships, and Leadership to make sure creative work is tied to acquisition, brand trust, and revenue
• Present creative concepts clearly and persuasively to teams across the organization, and incorporate feedback without losing a clear point of view
• Own project timelines and deadlines, flag blockers early, and keep multiple projects moving at once
• As the team grows, hire, guide, and mentor designers, running critiques that raise the bar

• Experience:
  
  8+ years of visual design experience, with a strong focus on brand and performance marketing (early- or growth-stage company experience strongly preferred)
• Portfolio: A strong portfolio spanning brand identity, websites, campaigns, and performance marketing creative
• Tools:
  Proficiency in Figma and the Adobe Creative Suite
• Understanding:
  Solid grasp of brand identity systems, digital marketing principles, website design best practices, and performance marketing metrics
• Communication:
  Excellent communication and presentation skills; you can explain a creative decision to a founder and to a growth marketer in their own language
• Adaptability:
  Comfort in a fast-paced, ambiguous environment, managing multiple projects and shifting priorities without losing craft
• AI fluency: A genuinely AI-native approach to design and asset production, not just familiarity with the tools
• Mindset:
  An owner's mentality, a strong bias to action, and real humility

• Experience in a growth-stage startup environment
• Experience designing for consumer brands - bonus points if…