Senior Performance Marketing Copywriter
Posted on November 10, 2025 (about 2 hours ago)
Company Overview
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, Flo reached a $1B valuation in 2024. With 6M paid subscribers, it offers the highest-rated experience in the App Store’s health category, focusing on AI-powered, privacy-first, clinically backed digital health.
The Job
Flo is looking for a Senior Performance Marketing Copywriter who is an experienced copywriter with a strategic mindset. The role involves understanding what makes women at every life stage stop, click, and convert, turning insights into creative concepts that perform while staying true to Flo's voice. The person will have strategic thinking to shape campaigns and concepts and performance skills to optimize creative impact using data insights.
Your Experience
Must have:
- Proven senior creative or copywriting experience focused on performance marketing or paid social, ideally in high-growth consumer app, healthtech, or wellness brands.
- Deep understanding of direct-response copywriting principles from hooks to conversion-driven CTAs.
- Track record of writing for video ads, social scripts, and landing pages in a data-driven growth environment.
- Ability to balance creativity with experimentation and rapid iteration based on data.
- Experience collaborating with content strategists and designers in a high-volume environment.
- Analytical mindset comfortable with campaign metrics (CTR, CVR, CPA, LTV).
- Exceptional written communication skills with sensitivity to tone and audience in women's health.
- Familiarity with AI-assisted or generative tools for concepting and iteration.
- Understanding of creative frameworks for Meta/TikTok ads (hook-problem-solution, testimonial, UGC formats).
- Working knowledge of industry tools like Figma, Jira, Looker.
Nice to have:
- Background in women’s health, femtech, or wellness-focused products.
- Experience scaling paid user acquisition creative operations in a start-up or scale-up environment.
Responsibilities
- Creating and optimizing ad copy for paid user acquisition campaigns across Meta, Google, and other channels including video scripts, static headlines, and motion copy.
- Developing creative concepts rooted in audience psychology, cultural insights, and emotional drivers of women’s health.
- Interpreting data and campaign metrics to refine messaging and positioning.
- Collaborating closely with content strategists, designers, and video editors for high-impact ad creative.
- Maintaining a unified, authentic, empathetic, evidence-based tone across all paid assets and landing pages.
- Contributing strategically to experimentation and channel strategy with copy-led insights.
Performance Targets
- Strong performance of paid creatives measured by CTR, CVR, CPA, ROAS, LTV.
- Consistent voice, message clarity, and emotional resonance across paid media assets.
- Growth in creative efficiency, iteration speed, and cost-per-acquisition improvements.
- Tangible contribution to scaling paid user acquisition operations and creative strategy maturity.
Company Culture and Benefits
Flo is a mission-led, product-driven team that values speed, focus, ownership, debate, shared decision-making, and craft. The team is committed and resilient, aiming for better health outcomes.
- Competitive salary with annual reviews
- Participation 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 with learning support
- Flexible office and home working, up to 2 months working abroad annually
- 5-week fully paid sabbatical at 5-year milestone
- Flo Premium for friends & family plus health, pension, and wellbeing perks
Diversity, Equity, and Inclusion are core to Flo's hiring and culture. Hiring is based on merit and skill, welcoming applicants from all backgrounds.
How to Apply
To apply for this job, candidates need to fill out the online application form available on the job page. The form requests personal information, resume/CV, cover letter, portfolio, and answers to specific questions about experience, A/B testing, data usage, and writing in-app copy. Candidates are also asked about office working preferences and consent to be contacted about job opportunities.
Applicants must review Flo's privacy notice for job applicants at https://flo.health/privacy-policy-for-job-applicants.