About Flo
Flo is the world’s #1 health app 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 6M paid subscribers and the highest-rated experience in the App Store’s health category, Flo has 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 users know their body better.
The Job
We are looking for a strategic, performance-driven Director of Social Growth to lead Flo’s influencer, creator, and organic social media strategy. The role focuses on scaling a high-impact growth engine across influencer partnerships and social platforms, working at the intersection of community, brand, and revenue.
This is not a traditional comms or PR role. The right candidate should see social as a performance lever and be obsessed with installs, revenue, and ROAS, with the ability to build and lead teams to drive real business outcomes.
Your Experience
Must have:
- Proven track record in social media and influencer-led growth
- Experience driving lower-funnel metrics through social: installs, revenue, ROAS
- Strong user acquisition mindset
- Leadership experience managing cross-functional teams
- History of scaling social and creator programs with measurable results
- Deep understanding of the creator economy and emerging platforms (genAI)
- Deep knowledge of TikTok SEO and sustainable content-driven organic growth on TikTok
- Agile and experiment-first mindset
Nice to have:
- Public thought leadership like articles, podcasts, or speaking engagements
- Experience in health, wellness, or femtech verticals
Responsibilities
Influencer & Creator Strategy:
- Own Flo’s influencer and brand partnership strategy end-to-end aligned with installs, engagement, and revenue
- Develop scalable programs with lifestyle creators that drive brand affinity and direct response
- Build and maintain a pipeline of high-performing creators and advocates across key markets
- Negotiate performance-aligned contracts with influencers balancing Flo’s brand and growth objectives
- Lead ambassador programs and nurture long-term relationships with top creators
Social Media Leadership:
- Manage and scale Flo’s organic social media presence across platforms like TikTok, Instagram, and YouTube
- Lead the Social Media and Influencer teams with clear performance goals and mentorship
- Develop content strategies aligned with growth, engagement, and sentiment goals
- Collaborate with Brand & Comms, Growth, and Content teams for unified messaging across paid, earned, and owned channels
- Provide the Growth team with high-performing UGC, testimonials, and social proof to feed paid and lifecycle channels
Targets
- Achieve 100%+ ROAS on Spark Ads and other paid influencer formats
- Maintain a blended CPI lower than $X in test markets
- Source 20-30 top-performing influencer videos per month for reuse in UA campaigns
- Grow Flo’s TikTok and YouTube share of voice for key search terms like “Flo app”
- Drive 10–20% increase in organic installs from influencer and social sources in English-speaking markets
- Increase organic reach and engagement on core social channels
- Improve brand sentiment and user perception across social platforms
- Build a high-performing, data-literate social and creator team aligned with business KPIs
Work Culture
The team is mission-led, product-driven, fast-moving, focused, and ownership-oriented. Debate and shared decisions are encouraged. The team values craft, purposeful shipping, and raising the bar. The work demands commitment, resilience and drive for better health outcomes.
Benefits
- 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 impactful work and learning support
- Flexible office + home working, up to 2 months a year working abroad
- 5-week fully paid sabbatical at 5-year Floversary
- Flo Premium for friends & family, plus health, pension and wellbeing perks
Diversity, Equity, and Inclusion
Flo is an equal opportunity employer that values differences and hires based on merit and skill. Applicants from all backgrounds, communities, and identities are welcomed. The company provides a privacy notice for job applicants online.