About the company
500M+ downloads. 80M+ monthly users. A decade of building – and we’re still accelerating.
Flo is the world’s #1 health & fitness app worldwide on a mission to build a better future for female health. Backed by a $200M investment led by General Atlantic, we became the first product of our kind to reach a $1B valuation in 2024 – and we’re not slowing down.
With 7M paid subscribers and the highest-rated experience in the App Store’s health category, we’ve spent 10 years earning trust at scale. Now, we’re building the next generation of digital health – AI-powered, privacy-first, clinically backed – to help our users know their body better.
Responsibilities
- Own the go-to-market strategy for top priority products, and lead the plan through launch and beyond.
- Define positioning and messaging: who the product is for, why it matters to them, and how we talk about it.
- Test your thinking in data-driven ways through user research and in-market experiments.
- Shape the product from the start. You'll bring customer, market and competitor insight into product decisions, and help set the bar for when a product is ready to launch publicly.
- Plan and lead launches with Product, Marketing, Legal, Medical, and other stakeholders.
- Brief and partner with all Marketing teams, including paid acquisition, creative, lifecycle and CRM, brand, social and ASO, so every channel tells the same clear story.
- Make messaging clear, credible and compliant. You'll work with our Medical and Legal experts to communicate health products responsibly.
- Measure what works. You'll own adoption and launch metrics for your products, work with analysts on results, and keep improving.
- Help build the function. You'll shape the templates and ways of working that make product marketing effective across Flo.
Requirements
- 6+ years in Product Marketing for consumer digital products, ideally mobile apps or subscription businesses.
- Proven track record taking products from concept to marketing, working closely with stakeholders throughout the development process.
- A track record of testing messaging with data, such as user research, A/B tests or creative tests, and acting on what you learn.
- The confidence to influence senior product and marketing leaders, and to back your recommendations with evidence.
- Clear, structured writing: you can set out a strategy that a whole team can act on.
- Comfort with ambiguity and building new products and processes from scratch.
- Experience working with Product teams from discovery onward: shaping requirements, pricing and packaging, or in-product experiences like onboarding and paywalls.
Nice to have
- Experience marketing to US consumers.
- Experience in healthcare, digital health or another regulated industry.
- A background in, or strong interest in, women's health.
Conditions
- Annual Salary Range: £88,000 - £102,000 GBP
- Competitive salary and annual reviews
- Opportunity to participate in Flo’s performance incentive scheme
- Paid holiday, sick leave, and female health leave
- Enhanced parental leave and pay for maternity, paternity, same-sex and adoptive parents
- Accelerated professional growth through world-changing work and learning support
- In-person collaboration and work in a hybrid model, with 3 days per week spent in the office
- 5-week fully paid sabbatical at 5-year Floversary
- Flo Premium for friends & family, plus more health, pension and wellbeing perks