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.
The job
We're looking for a sharp, witty, and culturally fluent Social Content Manager to lead organic content strategy and execution across Flo’s perimenopause, trying-to-conceive (TTC) and pregnancy journeys. You'll work across our social platforms, with TikTok and Meta as your primary channels.
Your role is to make Flo the most trusted and relatable voice in the perimenopause, TTC and pregnancy space — blending education, empathy and cultural relevance into creative storytelling that genuinely resonates. You'll own the content engine, work with a network of contributors and creators, and lead on social search and discoverability — a critical and growing priority as more people turn to social media to find answers about their health. Building Flo's presence in that discovery layer, with the thought leadership and credibility to match, is at the heart of this role.
Key Responsibilities
- Build and execute Flo's organic social strategy across perimenopause, TTC and pregnancy — creating content that sparks recognition, builds trust and positions Flo as the go-to companion through these stages of a woman's health journey.
- Develop a search-optimised, evergreen-first approach to dominate perimenopause, TTC & pregnancy conversations on FYPs and platform search.
- Curate and commission diverse voices (journalists, experts, creators) to ensure authenticity, accuracy, and empathy.
- Shape conversations with thought leadership, turning cultural moments and medical insights into accessible, witty, and relatable storytelling.
- Handle sensitive subjects with care, including perimenopause symptoms, fertility struggles, pregnancy loss and pregnancy after loss. Work closely with Flo's medical and legal teams to keep every piece credible and compliant.
- Analyse performance and apply insights to scale sustainable formats beyond short-term trends.
- Guide contracted contributors with clear creative direction, ensuring high-quality and impactful output.
- Stay ahead of cultural and social conversations in women’s health, ensuring Flo leads with credibility.
What We’re Looking For
- 3–5+ years of experience shaping organic social strategy and producing content, with a portfolio that shows proven growth on TikTok and other short-form platforms.
- Editorial skills — commissioning, curating, and editing content from journalists, experts, and creators, ensuring accuracy, empathy, and credibility.
- Deep understanding of how health and lifestyle content performs across platforms; skilled at making sensitive topics accessible, witty, and culturally relevant — without losing authority.
- Hands-on expertise in social search and platform SEO: keyword research, search-led content planning, and how algorithm-driven feeds and search surfaces rank content.
- Ability to brief and manage creators and contractors with a clear, outcome-focused vision.
- Strong analytics skills, able to translate performance data into actionable insights and evergreen formats.
- Excellent writing and creative direction skills for short-form, social-native storytelling.
- Proactive, independent problem-solver who thrives in a fast-paced, test-and-learn environment.
- A genuine passion for women’s health — a huge advantage.
- Strong skills in analysing content performance and iterating based on data and insights.
- Excellent writing and creative direction skills, especially for short-form, social-native content.
- A proactive, independent problem-solver who thrives in a fast-paced, test-and-learn environment.
#LI-Hybrid
How we work
We’re a mission-led, product-driven team. We move fast, stay focused and take ownership – from brief to build to impact. Debate is encouraged. Decisions are shared. We care about craft, ship with purpose, and always raise the bar.
You’ll be working with people who take their work seriously, not themselves. It takes commitment, resilience, and the drive to keep going when things get tough. Because better health outcomes are worth it.
What you'll get
We support impact with meaningful reward. Here’s what that looks like:
- 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
Diversity, equity and inclusion
Our strength is in our differences. At Flo, hiring is based on merit, skill and what you bring to the role – nothing else. We’re proud to be an equal opportunity employer, and we welcome applicants from all backgrounds, communities and identities. Read our privacy notice for job applicants.
