Senior Performance Marketing Copywriter
Posted on November 10, 2025 (about 2 hours ago)
Job Overview
Flo is the world’s #1 health & fitness app on a mission to create a better future for female health. With over 500 million downloads and 77 million monthly users, Flo reached a $1B valuation in 2024. They have 6 million paid subscribers and aim to build the next generation of AI-powered, privacy-first, clinically backed digital health solutions.
The Job
They are seeking a Senior Performance Marketing Copywriter who is a creative strategist. The role involves understanding what motivates women at every life stage to engage, converting insights into creative concepts that perform and stay true to Flo's voice. This requires strategic thinking to shape campaigns and concepts from the ground up as well as analyzing performance data to optimize messaging.
The ideal candidate can read CTR spikes, hypothesize testing angles, and combine audience psychology with direct-response copywriting fundamentals. The role focuses on scaling Flo's paid creative engine and shaping the voice for millions of women.
Your Experience
Must have:
- Proven experience in senior creative/copywriting roles focused on performance marketing or paid social, preferably in high-growth consumer apps, healthtech, or wellness brands.
- Deep understanding of direct-response copywriting principles from attention-grabbing hooks to conversion-driven CTAs.
- Experience writing video ads, social scripts, and landing pages in data-driven growth environments.
- Ability to balance creativity with fast experimentation, testing hypotheses, analyzing data, and iterating.
- Collaboration experience with content strategists and designers in rapid-test, high-volume environments.
- Analytical mindset comfortable interpreting campaign metrics like CTR, CVR, CPA, LTV.
- Exceptional written communication with sensitivity to tone and audience in women’s health topics.
- Familiarity with AI-assisted or generative tools for concepting and creative iteration.
- Knowledge of creative frameworks for Meta/TikTok ads such as hook-problem-solution, testimonials, and UGC formats.
- Working knowledge of industry tools including Figma, Jira, Looker.
Nice to have:
- Background in women’s health, femtech, or wellness-focused products.
- Experience scaling paid user acquisition (UA) creative operations in startup or scale-up environments.
Responsibilities
Responsibilities include creating and optimizing ad copy for paid user acquisition campaigns on channels like Meta and Google, developing creative concepts based on audience psychology and cultural insights, transforming data into storytelling by interpreting test results and metrics, collaborating with content strategists and designers to produce high-impact ad creative, maintaining a unified authentic and empathetic tone of voice across assets, and contributing strategically to experimentation and channel strategy.
Targets
Performance targets involve strong paid creative metrics (CTR, CVR, CPA, ROAS, LTV), consistency in voice and emotional resonance across media assets, growth in creative efficiency and iteration speed, and contributing to scaling paid user acquisition operations and creative strategy maturity.
How We Work
Flo operates as a mission-led, product-driven team valuing fast, focused ownership, shared decision-making, and quality craftsmanship. The culture is serious about work impact but lighthearted among team members, emphasizing commitment and resilience.
What You'll Get
- Competitive salary with annual reviews
- Opportunity to participate in Flo’s performance incentive scheme
- Paid holiday, sick leave, female health leave
- Enhanced parental leave and pay for various types of parents
- Professional growth with impactful work and learning support
- Flexible office and home working, including up to 2 months working abroad annually
- 5-week fully paid sabbatical after 5 years
- Flo Premium for friends and family plus health, pension and wellbeing perks
Diversity, Equity, and Inclusion
Flo values differences and hires based on merit, skill, and qualifications. They are an equal opportunity employer welcoming applicants from all backgrounds and identities.
How to Apply
Please apply through the official Flo Health job board link provided on the job posting page. You will be required to fill out an application form including your personal details, resume/CV, cover letter, portfolio, and responses to specific experience-related questions. The process also includes consenting to privacy policies and demographic surveys.