About Flo
Flo is the world’s #1 health app focused on female health, with 400M+ downloads, 75M+ monthly users, and 6M paid subscribers. It is a $1B valued company backed by $200M investment. The app is highly rated in the health category of the App Store and is pioneering AI-powered, privacy-first, clinically backed digital health for women.
The Job
As Growth Lead, you will guide subscription growth initiatives, overseeing a team of two experienced growth managers and a total team of 8. The role focuses on revenue optimisation and sustainable growth through refining activation, retention, winback, and seasonal sale strategies for Flo’s subscription models.
You will work closely with analysts, designers, researchers, and engineers to enhance CRM and personalisation tools for improved customer engagement and long-term value.
This role supports Flo's position as a leading female health and fitness app and first fully digital female health Unicorn.
Your Experience
Must have:
- Experience with subscription-based business models and discount strategy optimisation for B2C subscription products.
- Experience developing and implementing lifecycle monetisation programs including subscription activation, winback, retention, and seasonal sales strategies.
- Leadership experience managing lifecycle monetisation projects and setting strategic roadmaps for analysts and creative teams.
- Expertise in pricing strategies and discount optimisation for targeted user segments to maximise revenue.
- Development of multi-channel monetisation initiatives (in-app placements, push, email) for different user segments.
- Strong skills in A/B testing and validating assumptions to optimise product and marketing strategies.
- Cross-functional collaboration experience with engineering, design, and analytics teams.
- Strong analytical and problem-solving skills with data-driven decision-making ability.
- Experience leveraging automation including machine learning models to improve lifecycle monetisation programs.
- Ability to work in fast-paced, dynamic environments with evolving priorities.
Responsibilities
Develop and implement data-driven strategies to grow revenue from subscription products across in-app placements, push, and email channels.
Lead a growth team of 8, including direct management of 2 growth managers.
Define and execute strategies targeting high-value audience segments with personalised communications and monetisation incentives.
Continuously optimise the customer journey to improve conversion at each funnel stage.
Use A/B testing and conversion optimisation techniques to improve results.
Monitor, measure, and report on KPIs related to customer acquisition, conversion, retention, and revenue.
Provide actionable insights from data analysis.
Work with teams to enhance Flo’s CRM and personalisation engine capabilities supporting marketing initiatives.
How We Work
Flo is mission-led, product-driven, fast-moving, and focused on ownership and impact. The team values craftsmanship, collaboration, resilience, and commitment to better health outcomes.
What You'll Get
- Competitive salary and annual reviews
- Performance incentive scheme participation
- Paid holiday, sick leave, female health leave
- Enhanced parental leave and pay
- Professional growth support
- Flexible office and home working with international options
- 5-week fully paid sabbatical after 5 years
- Flo Premium for friends and family, plus other perks
Diversity, Equity and Inclusion
Flo is an equal opportunity employer valuing diversity, equity, and inclusion. Hiring is merit-based and welcomes applicants from all backgrounds. Privacy policies for applicants are available online.